• by Derek Dunham , Columnist, June 27, 2016

Language in the mature market space can be a minefield, with words like “senior” and “aging” getting a strong negative response. 

Some marketers have found ways to dodge the language pitfalls with finesse:

One restaurant I recently came across offers the “Sunset Dinner,” a delicious four-course repast for a very reasonable price. Offered between the hours of 4 and 6 p.m. weekdays, at tables overlooking stunning views of a roaring river, it seemed obvious that this special deal targeted retirees. Many restaurants would have called it an “early bird special,” a well-worn term certain to make a customer feel ancient. However, “Sunset Dinner” sounds appealing and romantic. 

Other marketers that have been successful at refreshing a tired image include Elderhostel, now known as Road Scholar. Although many of this organization’s customers are past retirement age, the term most frequently used on its website to describe clients as “lifelong learners.” Who wouldn’t want to be called a name that implies an insatiable appetite for knowledge and endless curiosity about the world? 

As other marketers struggle to avoid alienating stereotypes about Boomers as this demographic heads into retirement, there’s good news: According to a 2015 Pew Research study, you can actually just use the word “Boomer.” This generation actually likes its nickname.

The study found that Boomers are more likely to embrace their generational label than any other age group. A large percentage of Boomers actually feel that their label fits them. 

Seventy-nine percent of Boomers identified with their label, versus 18% of the silent generation, 58% of Generation X, and 40% of Millennials. 

Boomers also had the highest percentage of those who think their label is a good fit. 

Thirty-one percent said it applies to them “very well,” and 39% said “fairly well,” for a total of 70% positive reactions. 

The other generations lagged behind in terms of thinking their labels apply:

Silents: 14%; Gen X: 38%; Millennials: 30%.

Some other interesting facts in the study:

• Boomers and the Silent Generation were generally more likely to see themselves in a positive light than Gen X and Millennials.

• Boomers were the most likely to see themselves as environmentally conscious. 

• Boomers tied with Gen X as most likely to see themselves as entrepreneurs. 

It’s interesting that Boomers’ positive view of themselves also extends to their nickname. Although many words are red flags for mature market consumers, the next generation of retirees doesn’t seem to mind the B-word.

Considering that roughly 10,000 of this generation will turn 65 every day for the next 19 years, it’s nice to know that the term “Boomer” may resonate more positively with them than labels like “senior citizen” or “retiree.”