baby boomers | Paul Wallbank - Communications Professional

Leaving the Jagger generation behind – Coca-Cola’s journey into milk

Coca-Cola’s move into selling milk is part of a far deeper shift in the consumer marketplace.

Coca-Cola are now selling milk as their markets move away from consuming sugary drinks, how much of this is due to the baby boomer era coming to an end?

Following yesterday’s post on McDonalds and the franchising model, it’s worthwhile considering how other businesses are being affected by today’s changing society.

Certainly the fast food industry is one of the most deeply affected as KFC owner Yum Food starts experimenting with a modernised layouts and menus to counter the drift in consumer tastes.

KFC are not alone in struggling with this as McDonalds experiments with own changes in response to the demographic and market shifts.

McDonalds’, KFC’s and most particularly Coca-Cola’s Twentieth Century success is largely due to the post war baby boom, as the children born during and after World War II reached adolescence – the Jagger generation as described by Irish economist David McWilliams – they indulged themselves in their newfound wealth and personal freedoms that were unthinkable for their parents who struggled through two world wars and a depression.

Coca-Cola was the emblem of that freedom and wealth which made up the twentieth century American dram that the world envied, adopted and copied. Today the world still looks to the United States but its a different America they see.

As the Jagger generation retires and sugary drinks are no longer their first priority their kids and grandkids are looking to different beverages; coffee, energy drinks, bottled water and, possibly, milk which are more in line with their lifestyles.

The task of Coca-Cola, and all the other brands that represented post War American affluence, the task now is to adapt to a very different generation and a society with priorities very different to that of the previous century.

Small business and big data defines the digital divide

How companies embrace big data and the internet of things illustrates the digital divide in the small business world

One of the questions about the development of Big Data has been how small businesses can use all the information pouring into their operations.

The New York Times this weekend has a feature illustrating some small business applications for big data.

In one of the case studies Brian Janezic, a 27 year old owner of two car washes in Arizona, created his own application that automates his business and monitors consumable levels.

The story further highlights how businesses like The Serbian Lion that haven’t done the simple basics like online listings are being left far behind more nimbler operations like Janezic’s.

Contrasting the two operations illustrates the digital divide between businesses. The sad thing is that many of the baby boomer owned enterprises not embracing the new technologies are further compromising the assets their proprietors are depending upon for their retirement.

When entrepreneurship gets old

As the baby boomers retire, the cruel reality of demographics is forcing them back into business

As part of their series on America’s aging population, Bloomberg looks at the story of 61 year old Lee Manchester who lives in a friend’s basement.

While the Bloomberg story focuses on the contrast between Lee and her father who benefitted from the post World War II economic boom, the real story is Lee’s work history.

Key to her work history is her setting up a business in 1986, that business failed in the late 1980s recession and Lee ponders what might have been had she not made that investment.

Lee sometimes can’t help dreaming about the trips she’d be planning if she’d invested the $150,000 she spent to start a construction company.

This is the downside setting up your own business that those currently peddling the cult of the entrepreneur don’t mention. If the business fails, and many do, then the costs can be high in lost savings and damaged career opportunities. Being an entrepreneur is high risk, hard work.

We may well find though that more people find themselves launching businesses in their older years as the economic realities of the post baby boom era start to be felt by communities.

In many respects though Lee is ahead of the curve, the generation behind her have no expectations of a long and affluent retirement, “the government will abolish the pension about two years before I retire” is the common theme among Gen Xer and Ys.

For GenYs and Xers this attitude is realistic, the demographic sums that worked for Lee’s father are now working against them while the post war economic system that guaranteed Lew Manchester a safe job and company pension ceased to exist in the 1980s.

Had boomers like Lee been thriftier, they would have still been hurt by a shift to 401(k) accounts from pensions in the 1980s. Thirty-seven percent of the elderly in the U.S. collect pensions, which provide some guaranteed income until they die. Fewer than 10 percent of boomers collect pensions, and that number is quickly shrinking.

Lew’s generation were the lucky ones, while the boomers – particularly the early boomers born between 1945 and 55 – believe they are entitled to similar benefits as their parents, their reality is going to be a much harder and precarious existence into old age.

While Lee is paying the price for interrupting her career with a stab at running her own business, in many ways she’s better prepared for a future that is going to require people of all ages to be more entrepreneurial.

In fact, many of those baby boomers forced to become entrepreneurs may well enjoy it, “launching the business was the most fun I ever had and my way to fight a frightening medical diagnosis” says Lee.

As the reality of their financial situation dawns upon them, many of Lee’s contemporaries are going to find themselves launching businesses long after the age they thought they were going to settle into a sedate retirement – lets hope they have fun too.

A difference in expectations

While the focus is on the work ethic, expectations and careers of GenY workers, could it be the group set up for the most disappointment are the baby boomers as they reach their retirement years?

Could it be the age group set up for the most disappointment in today’s economy are the baby boomers rather than GenYs?

The Wait But Why? blog has a provocative post on why Generation Y Yuppies are unhappy. It hasn’t gone down well with some prominent Gen Y writers.

Part of the reason the article offended Gen Ys like Adam Weinstein is its focus on the younger generation having an entitlement mentality and feeling ‘special’.

Were I a GenY I’d be pretty irritated at those views, particularly – as Weinstein points out – when younger folk are saddled with much greater debts and far less work security than baby boomers. Interestingly, Weinstein’s rebuttal makes almost the same points the Wait But Why blog from the opposite perspective.

A mismatch of expectations

Despite some of the provocative statements, the Wait But Why post makes a very good point about the expectations of different generations and the mismatch between what different age groups expect and the reality they encounter.

The economic boomers – the group born from 1935 to 1955 – had the good fortune to spend most of their working lives during the post World War II period that saw the Western world experience the greatest economic boom mankind has seen.

During their working lives, all but the lowest paid economic boomers became healthier, better fed and had more access to creature comforts than even royalty had a generation earlier. The average Westerner today is rich beyond the belief of our great grandparents a hundred years ago.

As the Wait But Why blog contends, the result is the boomers are the happiest, most fulfilled generation we’ve ever seen.

In contrast, GenYs are facing a far less fulfilling future in a lower growth economy that is far tougher and a society more focused on ‘user pays’, ‘cost recovery’ and outsourcing labour to the lowest cost provider than the greater good of the community.

Can boomers continue to be lucky?

While this is true of both Boomers and GenY, it’s worth questioning whether the Boomers’ happiness of exceeded expectations will continue.

Today governments are cash strapped, almost pension scheme is underfunded and the demographic time bomb of an aging population has started to be felt across the developed world.

Worse for the baby boomers is their retirement plans require their assets – primarily their homes, investment properties and small businesses – need to be sold at prices beyond what GenX and GenY buyers can afford.

A reversion to the mean in asset prices for economic boomers means a lot of them will be going back to work.

Recently I spoke to one economic boomer who had lost heavily after the global financial crisis. “No worries,” he said. “If need be I’ll get one of my old jobs back, I can still use a set square and drawing board.”

Sadly, he didn’t understand that being good at using a set square and drawing board in a modern engineering office are as useful as making horseshoes or operating an electric telegraph. Those skills, while noble, are no longer necessary.

While GenY will get on with adapting to the realities of their economic situation – they have little choice but to do so – the big challenge will be for their parents to deal with the modern economy.

A new ‘Greatest Generation’?

Perversely it’s likely the GenYs will turn out more like their grandparents who had to deal with a great depression and a massive World War.

While hopefully the GenYs won’t have to deal with either of those, they are faced with a much different economy than the one which nurtured their parents.

So the real ‘happiness deficit’ could turn out among the baby boomers in retirement at the very time in their lives they are least able to deal with it.

Hopefully the GenY workers will be compassionate on their asset rich but cash poor parents and grandparents.

Death of a typewriter repairer

The tale of two shops shows how change threatens to overwhelm many small businesses.

Despite owing his longevity to cheap scotch and strong tobacco, the US’ oldest typewriter repairman passed away two weeks ago. The fate of his shop is one that many other small businesses will share.

Manson Whitlock of New Haven, Connecticut had run his typewriter shop from the early 1930s until shortly before his death. Needless to say, he didn’t like computers.

“I don’t even know what a computer is,” Mr. Whitlock told The Yale Daily News, the student paper, in 2010. “I’ve heard about them a lot, but I don’t own one, and I don’t want one to own me.”

While Manson’s shop had six staff at its peak, in recent years he ran the operation on his own and the business died with him.

Many Baby Boomer business owners face the same fate as Manson Whitlock as their businesses decline in the face of changing technology and shifting change.

Some of the boomers will suffer because they are undercapitalised and, as the next generation of entrepreneurs can’t afford to buy these existing business, most of those will work way wall past the date they planned to retireme.

A good example of this is a radio shop near my office which has been run by an old gentleman for many years. When I went into it in 1997 for something – I forget what – the proprietor was almost shocked to see a customer and he couldn’t help me.

It wasn’t surprising as it was rare to see a customer and the none of the stock behind the cluttered counter seemed to date beyond 1980.

The only reason the shop survived was because the proprietor owned the premises as there’s no way the place could have paid the modern rents with the non-existent turnover.

A few weeks ago the shop closed. I don’t know whether the owner retired or passed away, but the business closed with him.

Both the Neutral Bay electrical shop and the New Haven typewriter repairer show how businesses can be left behind by technology.

While both stores had plenty of time to react during the rise of computers during the 1980s and 90s, their proprietors chose not to and by the 2000s it was too late.

Today, technology and business is changing even faster and there’s many more big and small enterprises that risk being left behind by change.

It’s not only the changing market place that risks the future of these business, the failure to invest in things as simple as modern Point of Sale systems or even a basic website will leave many exposed.

The time to invest in new systems and products is now and if you can’t invest in the future, then it’s time to get out.

Making way for Gen Y in the executive suite

A challenge for organisations is opening the career path for Gen Y managers as baby boomers hang around the executive suite.

One of the great challenges in today’s workplace is how organisations will manage Generation Y entering the boardroom.

Lazy, unfocused and high maintenance are some of the descriptions used by boomers when talking about younger workers, but how much truth is there really in that and how do organisations plan for this generation to take leadership positions?

As part of the recent Sydney EMC Forum, I had a chance to discuss the challenges of managing Gen Ys with social researcher Micheal McQueen and EMC Australia Managing Director Alister Dias.

Like many tech companies, EMC has a younger workforce with around 25% of staff being GenY and Diaz sees global thinking and a fresh, bright approach as some of the advantages younger people bring to the workplace.

“We want to see this grow,” says Diaz. “There’s two reasons for this; one is that energy level, quick learning and adaption to the new world but the other is the shortage of general talent in the market.”

That shortage is an early part of the global race for talent, with Diaz seeing the priority for EMC and other tech companies to develop home grown skills rather than importing skilled workers.

Offering a career

For Diaz’s, one of the great challenges in this race for talent is retaining skilled and motivated Gen Y and Gen X through offering more diverse career options.

Career progression is one of the big problems facing both GenY and X workers as, in McQueen’s view, the baby boomers have no intention of going anywhere as many define themselves by their work so they don’t plan to retire.

“For Baby Boomers their work ethic is their identity,” says McQueen. “Stepping back from a leadership position, or any position in general is a big deal.”

Not working huge hours which is a key difference between baby boomers and their GenY kids and grandkids who don’t wear long hours as a badge of honour.

Language barriers

An area that concerns McQueen is a lack of vocabulary as text and social media messaging has eroded the teenagers vocabulary with average 14 year old today only knowing 10,000 words as opposed to 25,000 in 1950.

“It started off as text speak and it’s gone beyond that now,” says McQueen. “If you have a Gen Y person operating with older workers there’s often a disconnect there.”

The effects of electronic gaming and communications also has created a climate where today’s teenagers have less empathy than those of twenty years ago — McQueen cites a University of Michigan study — this has consequences in fields as disparate as sales, technical support and nursing.

Organisations are going to have to learn to deal with these differences. “In our own organisation we talk about the need to adapt to Gen Y,” says EMC’s Diaz. “Personally I think we have to meet them half-way.”

“We’ve found it difficult to get talent. You really have to do your homework on it.”

Part of EMC’s problem in finding skilled Gen Y workers has been the collapse in university IT course enrolments along with the broader turning away from STEM — Science, Technology, Engineering and Mathmetics — related degrees.

Diaz is quite positive on this and sees the pendulum swinging back towards more technical degrees and diplomas with more younger people taking on STEM subjects. At present though enrolment statistics aren’t bearing this out.

Finding those skilled workers is going to be one of the great challenges for business in planning for the rise of GenY workers, one of the greater tasks though might be getting the baby boomers out of the corner office.

Image of a younger worker courtesy of ZoofyTheJi through sxc.hu

The myth of the baby boomer

Are we making a mistake when we talk about the demographics of baby boomers?

Yesterday I was at the release of Deloitte’s State of Media Democracy report when something that’s been bugging me for a while became clear – have we got our definitions of baby boomers wrong?

In the report’s demographic breakup was the usual breakdown of age groups with the interesting twist of separating ‘leading Millennials’ and ‘trailing Millennials’.

Such separation makes sense, how a sixteen year old uses the media is very different from that of a 26 year old, however there’s a good argument breaking up the baby boomer group the same way.

While there’s no denying the post World War II baby boom in most Western countries that lasted roughly from 1945 to 1965, lumping the entire group into one demographic bubble with the same economic characteristics seems mistaken.

If nothing else, the baby boomers should be broken into two groups – those born before 1955 and those afterwards.

Those born between 1945 and 55 had the benefit of being born into the a world rebuilding from the second world war and the massive improvement in living standards that accompanied the reconstruction.

For those born after 1955 their work experience was very different; the 1973 oil shock marked the end of the post war economic certainties and also saw the beginning of increased casualisation of the workforce through the deregulations that accelerated under the Reagan, Thatcher and other Western governments in the 1970s and 80s.

In many ways, the 1955-65 cohort of baby boomers have more in common with the generation who followed them – the Generation Xers, the term coined by the author Douglas Coupland who was born in 1961.

Equally, the earlier half of the baby boomers have much more in common with those born between 1935 and 45, the ‘war babies’ were too young to fight in World War II and they benefited greatest of all from the post war economic boom.

So perhaps we should be talking of the ‘Lucky Generation’ – those born between 1935 and 55 – and redefining ‘Generation X’ as those born 1955 and 80.

While it’s easy to say “who cares”, there’s an important aspect to this. Much of our discussion about the aging population revolves around the boomers retiring and the load this puts on the community.

Not to mention the foibles, beliefs and voting patterns of the boomers which again differ markedly between the ‘early boomers’ and ‘late boomers’.

If we accept that the tipping point wasn’t in 2010 when the first baby boomers reached retirement, but in 2000 when the ‘lucky generation’ started retiring then this discussion about how we service a growing – and demanding – group of retirees becomes even more pressing.

As in many things, life is a lot more complex than the lazy assumptions of demographers and economists would have us believe.

The myth that the baby boomers are one big fat group with equal demands, needs and assets is something may turn out to fool many of our business and political leaders.

A business lesson from the Catholic Church

The election of Pope Francis shows why the Catholic church is such a successful business. Many of us could learn from them.

The Catholic church may be a two thousand year old institution with medieval beliefs and beset with scandal, but the clerics know how to handle business succession well.

Pope Benedict’s resignation was not only unexpected but also almost unprecedented with it being six hundred years since a pontiff quit before dying on the job.

In many organisations such an unexpected and rare event – dare one use the ‘black swan’ line – would create havoc, or at least paralysis. Instead the clerics handled the process smoothly.

This contrasts with the succession planning in many companies. In larger business even when the CEOs handover is planned, there’s a period of write downs and blood letting as the new leader stamps their authority.

Sometimes it gets very ugly indeed, particularly if the former CEO has been kicked upstairs onto the board.

In smaller businesses, there’s no succession planning at all. Many businesses die when the owner retires if there’s no buyer for the operation.

That shortage of buyers is a major problem for smaller business owners. Many baby boomers have planned their retirements around getting a good sale price for their businesses.

If they can’t get the sale price, the boomer small business owners work until they drop.

Which is what popes usually do.

It’s often said the Catholic Church is the biggest corporation on the planet. Given how smoothly their bureaucracy deals with succession planning, that’s not surprising.

Building aroung the blockages

Waiting for older generations is a waste of time.

“We have to wait for the baby boomers to get out of the way,” said the Gen Y girl after unsuccessfully trying to change a business culture.

The problem is the boomers aren’t going to get out the way; they are fit, healthy and able to work for at least another decade.

For most boomers, the promised golden age of retirement simply isn’t affordable as property prices stagnate and investment underperform.

The smart ones also know governments can’t deliver the promises of ever increasing aged care services and middle class welfare.

Waiting the boomers to get out of the way also assumes their younger replacements will be any better; the sad reality is many have the same views and 1960s or 80s ideologies of their mentors. Old heads on young shoulders.

For those waiting for older generations to get out of the way so they can start changing institutions or business, it might be time to start building ones to replace stale and increasingly irrelevant incumbents.

There’s been few times in history when circumstances have favored challenging incumbents as technology, economic conditions and social change give us the tools and opportunities to build new businesses and political parties.

It’s hard work, but it’s a lot less frustrating than waiting for the boomers to die off.