I was going to call this An Open Letter to Marketers but I felt like such a Jenne’ wannabe. So here we are stuck with that title. Oh, never mind. Here I go.
Dear Marketers of products and services to Adults 40+ or Occupant:
We know you are glad we have become such avid consumers. We treat ourselves well (cha-ching) and we are in constant desire of more. More, more, more. And, lucky for you, we’ve finally attained enough to be able to afford all that. Well, some of it. Okay, a little.
You keep making new ads with younger-looking older people. You try to portray us in commercials as fun and hip, even though you think we’re tired and ratty and old. Fine. We can live with it. We recognize that you are young and naive and you don’t realize what it’s like to be a little older. We have found peace with our (minor) wrinkles and our (extremely minor) cellulite and our (perhaps slightly less minor) waddle and muffin top.
So, when you call us ma’am when we come into your shops and you treat us like we don’t understand technology and you humor us with your strained smiles…remember that it was you, yes you, who told us we are young enough to wear your jeans and that we are young enough to frequent your restaurant or hip enough to use your service.
So don’t go treating us like we are old. Think it. Whatever. But don’t call me ma’am.
Give me a little respect. I still feel young.