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October 26th, 2005 at 2:56 pm
I sent this to a colleague whose business is helping other businesses market
their goods and services to adults who are leaving the world of 7 to 7/60 hours a week
and reshape their lives in what formerly was called “retirement”. I share it with you because
I think it resonates with your concern for honesty and community.
______________________________
Mary
Perhaps the issue facing us today isn’t just about creating marketing messages and
approaches for
supporting aging in place,
developing livable and life fulfilling communities, or
designing strategies for motivating ageless consumers.
Maybe we should be helping economic interests, that seek to grow and evolve with a
maturing marketplace, understand that they must be actively engaged in developing
their own authenticity. Products, services and business cultures will fail if
they don’t contribute to the authentic self seeking life completion in the
renewal of human community through transcendental values.
The challenge we face then is not only to be authentic ourselves but to help
our partners see the absolute necessity of their own authenticity when trying
to connect with a marketplace of self-authenticating individuals who value authentic
living and seek the renewal of the species as the final act of their humanness.
Clearly there are methods and processes that can be followed to
embrace this level of authenticity:
Ending the practice of age discrimination in one’s own workplace,
Driving marketing campaigns with values rather than gimmicks, and
Re-orienting one’s focus from product/service centric to customer centric thinking
are good ways to start becoming more authentic.
It seems to me that as consultants who want to help businesses transition into the
new consumner majority of the 50 plus market, these are some steps we can help
our partners take in a relatively painless way and with hopefully profitable results.