Boomer-Living is not the first website attempting to exploit the numerous baby boomer generation with empty feel-good messages of eternal gray-haired youthiness. It is only the latest of many which not only add nothing to the cultural conversation about aging, but contribute to the perception that baby boomers are selfish twits with an overdeveloped sense of their own uniqueness.
Yes, baby boomers are the generation that supports the Ponce de Leon syndrome, spending millions on cosmetic surgery and wasting billions more on anti-aging nostrums that don’t work. And yes, baby boomers appear to be the generation most convinced that one more spin class will render them immortal. Baby boomers make it way too easy to mock them.
But with each day’s kneejerk boomer news stories and each new boomer-targeted website, I am well on my way to being persuaded now that it is not so much boomers themselves who are irritatingly self-centered. It is the news media and business community who demean boomers with their spiritless, insulting messages devoid of anything resembling real life.
Chuck Nyren of Advertising to Boomers started a list of the hackneyed drivel to be found on every boomer website:
- Redefining Life After Fifty!
- Don't Just Live Longer. Live Bigger. After 50 Life Becomes Yours.
- Our mission is to inform and inspire the Boomers and to promote a new vision of life after fifty.
- Our mission is to encourage our readers to live bigger. To take risks and pursue their dreams.
- Our vision…is to rewrite the rules of getting older and transform the voice of aging from one of limitation to one of possibility.
- [-] is a media company focused on empowering individuals to live the lives they imagine.
Hey there, reader. Wake up! I've got more to say:
The Never-Never-Land world of baby boomer websites is bland, colorless and unimaginative - a place where no one gets tired or can’t find clothes that fit nor is age-discriminated out of a job and most of all, where everyone pretends old age is no different from age 40.
Like its counterparts, the just-launched Boomer-Living is packed with plastic platitudes that will put you to sleep faster than one more round of (all together now) “re-de-fin-ing re-tire-ment.” If baby boomers are not insulted by this pabulum, then I’m wrong in rethinking who is responsible for it and boomers deserve what they are getting.
Do yourself a favor: skip Boomer-Living and watch Retirement Living TV instead. And while you’re at it, please help out their campaign to be carried on cable systems in more cities. You can do that by clicking the badge on the right sidebar or just click here.