The Death of Adults 25-54

We live in a crazy world of advertising and marketing where people talk about reaching “Adults 25-54” – seriously? Tom Ray recently spoke at a seminar here in Pittsburgh and said, “Adults 25-54 isn’t a demo – it’s a family reunion”. The audience roared with laughter.

Tom reminded us that January 1, 2019 was the DEATH of the A25-54 demographic. Say what? Well, more specifically it was the end of BABY BOOMERS being part of the A25-54 demo. “Boomers” were born between 1946 and 1964. Simple math: 2019-1964 = 55. The youngest Baby Boomers are now 55.

Hmmm. I’m 57 and a “younger” Boomer. So, I guess most marketers don’t care about me or the rest of us? You may want to re-think that. My wife and I are about to celebrate our 30th anniversary. But the bigger celebration is that the youngest of our three children graduated college in December and is gainfully employed. Like a perfect baseball inning – THREE UP AND THREE DOWN!

Since our oldest was born in 1990, we have pinched pennies to save for not one but THREE college educations. All while raising the little buggers, sacrificing many of the things WE would like to do and trying to give them a better life than we had. Isn’t that what Baby Boomers were supposed to do?

So now what? Well, I’m out of the 25-54 demo so I guess we just sit on this newfound pile of cash we see each month. “Lift the mattress Jeannine we’re making another deposit of cash!”. C’mon man!!

We’ve lived in our house for 23 years and have a TON of work to do on it. Kitchen makeover! Bathroom – 2 major renovations! New furniture! Carpeting? Time to remove the baby stains, teen vomits, dog accidents (and we don’t even have dogs) and replace the carpeting throughout the whole damn house. You get the point.

Oh – and who needs a big-ass SUV now that we’re not moving kids in/out of college? Not this guy. Time for a new car. Make that two – Jeannine’s been driving the same Hyundai Elantra we bought for the kids 10 years ago. Hey, let’s throw in a new driveway and some major landscape work.

Marketers - go ahead and target your 25-54-year old demographic. Talk to my kids – two of them are in YOUR demo, but I don’t think they can grow your business like me and my BOOMER buddies.