Disclaimer: While I get quite a few offers to review books on this site, I seldom do: a) because I'm not interested in the topic. b) I really have no reviewing skills other than saying what I like and don't like. I was recently offered 2 books to review published by Penguin. The reason I accepted is that they both concentrate on boomers and therefore interest me. I still have not improved my issue of b)
I will review the second book," Leslie Beck's Longevity Diet" in a future post.
Michael Adams is the 64 year old President of the Environics group of research and communications consulting companies. While he has offices in both the U.S. and Canada, "Stayin' Alive (How Canadian baby boomers will work, play, and find meaning in the second half of their adult lives)" has a marked slant towards Canadian boomers although I believe that many of his findings will also apply to U.S. boomers. Since Adams has a research background, there are a lot of statistics quoted to prove his points, sometimes too often. As such, there are occasionally some results discussed that I find hard to accept but most of the time, I either agreed or had an "AHA" moment.
Stayin' Alive groups boomers into 1 of 4 different categories or tribes as he calls them. Whenever I see this approach, I attempt to classify myself into 1 of them. The problem was that I felt I had traits and characteristics in 3 of the 4 and while I guess I was able to classify myself as a member of 1 of them more than the others, I never really felt comfortable that I fit totally in any one of them. So I'd like Mr. Adams to consider a fifth group. Since he gave names to the 4 groups- Disengaged Darwinists, Anxious Communitarions, Connected Enthusiasts and Autonomous Rebels, I'd like to suggest to Mr. Adams that he calls the fifth group-Savvy Boomers. Well, what did you expect me to suggest?
Each of the groups is constantly compared as to how they view issues such as family, health, politics, other generations such as X and Y, religion, immigration, technology, and of course retirement. Since each tribe has a different outlook on life, the most important take-away is that you can't throw boomers into 1 pot (other than the traditional born between '46 and '64 demographic.) I've always maintained this and as such, the author has summed up much better than I have ever been able to as to why Social Media websites aimed specifically at the boomer demographic will never establish a "Facebook for boomers" type of traction.
I recommend this as an "interesting read" for all boomers and a "must read" for retail marketers, politicians, insurance and financial companies, technology companies, H.R. managers, retirement community developers, travel agents, and other generations (well, only if you want to understand what really makes your parents and grandparents tick.) My favourite line from the book:
"This paragraph has been authored by a sixty-three-year-old male who thinks he has the body of a forty-year-old, the mind of a twenty-year old, the spirit of a child, and life expectancy close to infinity."