Why Boomers Believe It's Better to be Tired Than Retired

The definition of retirement has become fluid Once upon a time retirement was a period of reward that awaited workers after a long and dedicated career with a single employer Since pension schemes guaranteed income in retirement the popular choice was to sit back and relax enjoying one39s final years as a quotlife of leisurequotBy contrast many boomers will need to continue to work as a matter of economic necessity According to the Pew Research Center close to twothirds of boomers ages 50amp821164 lost money during the Great Recession with 20 percent of them losing up to 40 percent of their retirement savings This and other considerations eg fewer pension benefits have a full 60 percent of them postponing plans for retirementMany of these boomers also plan on working past the age of 65 due to a significant differential in Social Security benefits An average worker retiring today at age 62 would receive a 263900 a month benefit versus 467500 if they waited until age 72 amp8212 a compelling 75 percent increase worth waiting forBut the dynamic of extended earning years is only half of the picture More work means more income which leads to more opportunities to spend that extra money on leisure activities The proverb quotall work and no playquot might be giving way to something more like quotwork and play all dayquot If you39re a marketer accustomed to serving a traditional retirement scenario here39s what you need to knowWork Changes at AgeThe boomers are in the process of exiting the traditional workforce at a rate of 10000 workers a day for the next 15 years As they look for alternative sources of income many will take personal responsibility for their employment This will give way to one of the most pronounced periods of entrepreneurialism and small business creation that our country has ever seen As this is happening technology will continue to transform how we work and where we work After years of seeking worklife balance while being restrained by full employment and a physical workplace boomers are finally starting to achieve the flexibility they39ve been yearning for So while they39re still going to be working expect their workdays to include a lot more than just workA Body in Motion Stays in MotionWhen the prior generation retired they exited fulltime employment and a full lifestyle for one that was significantly more relaxed By contrast boomers are not only continuing to work but they39re also jamming as much as possible into any given day They39re choosing to continue to live a full life and even though they believe they39re ageless most of them are behaving as if there39s no tomorrow This is a generation that has a fear of stopping almost as if they39re channeling Sir Isaac Newton amp8212 a body at rest stays at rest while a body in motion stays in motion While there39s no scientific evidence to support it it does seem that once people start stopping they start getting old The boomers have a game plan They39re getting more pleasure out of a full day and full days mean they39re getting more out of a life that39s getting shorterBusy Boomers Get BoomeritisBoomeritis is a term widely used by the medical community to describe the physical consequences of engaging in activities that are inappropriate for your age The generation that coined the phrase quotweekend warriorsquot is fighting age every step of the way They39re taking to the streets the gyms the yoga studios and their bikes by the millions with hellbent fury to defy aging by defining their bodies They worship physical activity as they39ve convinced themselves that there39s a direct correlation between physical fitness and longevity the shorter life seems to them the longer the workout It39s no wonder so many boomers are tired and proud of itWhat do you do with a bunch of tired boomers If this is how they see themselves then this is the corresponding imagery that should be reflected in your marketing It39s time to retire the clichamp233d images of retirees gardening in the backyard or taking sunset walks on the beach and replace them with vigorous people living full lives Many of these boomers have waited a lifetime to finally be able to choose their own path and live their ideal life Now is the time and every moment matters So what if the candle burns faster when you burn it from both ends The light is so much betterClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Why Boomers Believe It's Better to be Tired Than Retired

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Peter Hubbell

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Why Boomers Believe It's Better to be Tired Than Retired

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Peter Hubbell

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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