Resources - Mature Market Headlines

We Have Seen the Future, and It Is Old

MediaPost Publications, 11/23/09

Abstract:

Have you seen the advertising campaign for Dos Equis beer featuring "The Most Interesting Man in the World?" Each commercial depicts exploits from the "interesting man's" past, or he offers insight on a particular topic. For example, on the topic of "Life" he says, "It is never too early to start beefing up your obituary."

What we find especially interesting is that the unnamed character is an older man. In fact, he is played by a long-time character actor named Jonathan Goldsmith.

Goldsmith is 71 years old. And he is cool.

Welcome to a new age in American culture, where being "old" is cool. It will be cool pretty much from now on. The reason is simple: the cool people have gotten older and plan on remaining cool...

...We live in an America now where one out of every three people exhaling carbon dioxide is age 50 or older. Have you looked around recently? It is hard to miss the AARP-eligible candidates. Thanks to the very large Boomer generation reaching age 50, and the impact modern medicine has had on longevity, we live in a much older country.

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