RASCAL REPORT
An eye on baby boomers since 2022
Beautiful young people are accidents of nature, but beautiful old people are works of art.
– Eleanor Roosevelt
Best idea in a while: Beck’s Brewery announces a limited edition beer specially designed for mature drinkers
Beck's Brewery has recently introduced Beck's 70+, a limited edition beer specially designed for more mature drinkers. As our taste buds age, we develop more resistance to bitter flavors, and Beck's has created a new formula that compensates for this change by offering an even more intense bitterness. This ensures that all consumers can enjoy the same distinctive taste, regardless of age. The brand has introduced an e-commerce platform where consumers can upload their 70+ ID to purchase the beer, and the product is only available in stores when customers show their 70+ ID. Billboards and posters showcase the exciting life of 70+ individuals enjoying Beck's 70+.
Boomer's remorse revisited: 5 'big money' purchases you'll probably really regret in retirement
Before you start swiping your plastic with reckless abandon, you might want to take a good, long look down the money pit. There’s no shortage of foolish purchases you can make in retirement, but here are top five that could leave you with a lingering feeling of buyer’s remorse: in-ground swimming pools, your kid’s wedding, time shares, life insurance and “experience” travel.
Older adults are obsessed with these five tech products
Fitness wearables and password managers are among the hottest topics for people ages 50 and up. The challenges of the pandemic accelerated tech adoption among older adults who, initially, just needed ways to communicate with far-flung loved ones. People ages 50 and older each spent an average of $912 on technology last year, up from $394 in 2019, according to the AARP. But barriers remain as older Americans go beyond the video call. There is a lack of training programs and a concern that products aren’t always designed for an aging population.
Reflections on my generation
What the people who sent us (boomers) to Vietnam forgot is that we were raised to believe that questioning authority was not just a right; it was an obligation. If that was a bad attitude, then I’m glad we boomers were not good. And I believe America could use more of our brand of badness today.
Generational shifts in marketing preferences
Research on the emerging trends in marketing preferences by generation. Over the past decade, advertisers have adapted to the boom of technology and the introduction of various new marketing channels and tactics. From a marketer’s perspective, effectively communicating with shoppers has never been more challenging. Learn how each generation’s buying habits vary significantly.