Ouch!

Any time one writes a book about a group of 77 million people, broad generalizations are going to be made. His generalization of the early boomers (what he calls the "Leading Edge" boomers) is that they were profoundly affected by the events of the 60s and who hold a nostalgic notion of what it was like to have wanted to take on the establishment and change the world. These ideals did not completely go away though critics might note the failings of the movement to have made any lasting improvements to the world or the misguided nature of some of their demands (socialism anyone?). A generation that professed love for the planet was the same generation that took to SUVs and 5,000 square foot houses.

That said, this book is about marketing to the Leading Edge Boomers not judging their past successes/failings. I think we'll see candidates of both parties realize that these boomers (who are now 52-61) are different than the voters of the same age a few elections back. Similarly companies wanting to sell to them will want to be cognizant of these differences as well. That was the point of his book.

Finally before to parse too much of Greene's terminology, remember this is how people spoke in the 60s. One of the most popular anti-war posters of the era said "War is not healthy for children and other living things." If you had a t-shirt of that slogan, most people under 40 would snicker and point at you, while those 45-60 might ask you where you got it.

Another example, look at these lyrics..

If you're going to San Francisco
Be sure to wear some flowers in your hair
If you're going to San Francisco
You're gonna meet some gentle people there

Reading them probably makes you laugh--and who can blame you? But it's from an extremely popular, and serious, song of the era by Scott McKenzie. And far from laughing, Leading-Edge Boomers would probably be moved to hear it.

Again, that's the point of the book, gone but not forgotten. Thanks for your comment.

Wesley Hein
Wesley [at] lifetwo [dot] com