The Midlife Crisis is Over: Middlescence has Begun
Leave it to the media to coin another term, "middle-essence," for the midlife years. "TV Land's New Generation Gap Study reinforces what most of us have known intuitively all along: that the widely accepted practice of primarily targeting younger consumers is just plain wrong," explains Larry W. Jones, President, TV Land and Nick at Nite. TV Land's New Generation Gap Study found several potent themes including:
- Empowered and confident, 40-59 year olds have hit their stride and look forward to their future. 40-59 year olds are gearing up, not winding down.
- Boomers in their 40s and 50s are three times more likely to say the best years are ahead of them, not behind them (76% best years are ahead vs. 23% best years are behind them)
- Compared to younger adults 18-39, Boomers are more likely to feel ...
- Liberated
- Accomplished
- Successful
- To have achieved balance, stability and comfort
"This study serves as a wake-up call for all media looking to win the hearts, minds and wallets of the largest and most influential consumer group America has ever known." (emphasis mine.)
Want to read the full study? More on middlesence. (Why can't these coiners of terms spell?)
