Demographic Junk Drawer
Eh…Close Enough
I was filling out a questionnaire the other day when I came to the age section and got peeved.
18–24.
25–34.
35–44.
45–54.
Then…
55+.
That’s it.
Apparently after 55, statisticians just throw us all into one giant demographic crockpot and let us simmer.
Think about the confidence they have in every other decade. They can apparently tell the subtle psychological differences between a 27-year-old and a 36-year-old. One likes avocado toast, the other has strong opinions about mulch.
But once we cross 55, we’re all the same person.
A 56-year-old.
A 67-year-old.
A 79-year-old.
A 91-year-old.
I’m 60. My mom is 88. We both offer demographic value and there are some serious differences in our 55+ age span.
Let’s look at a simple example, like vocabulary.
Stream.
Cloud.
Tablet.
Mouse.
Profile.
See? I told you.
I wonder what the conversation at that marketing meeting look like?
“Should we break the older adults into age groups?”
“Nah. Once they’re over 55 they’re basically identical.”
“What do they like?”
“Comfortable shoes.”
“Anything else?”
“They all watch birds now.”
If 55+ is the end of the line for my statistical value , I want a ceremony. Award me a Mr. Rogers-esque cardigan, unsubscribe me from Spotify and enroll me in competitive bird feeding.
I’d like to point out that if you’re trying to understand your customers, “55+” tells you about as much as “breathes oxygen.”
Next time I have to check the box, I’m crossing out 55+ and writing: “60. Enjoys Screamo.”
OK, now I suspect there’s an unfinished symphony lurking in your bucket list of creative projects. (And by “unfinished symphony” I mean a Kim Weitkamp screamo album.) Please make it happen!
I hadn't thought of it that way, but you're so right. My own tastes/ interests aren't even the same at 65 as they were at 55, so how is that a fair representation of me as a demographic to consider? You have given me something to think about. But maybe not for long - I'll be 66 next month and then I might feel differently.