When baby boomers call ADT Security Services Inc. with questions about medical-alert alarms, they get operators specially trained to be sensitive to their needs. Top of the list: Don't remind them that they've aged.
"Boomers are used to being independent, and they get agitated if you're talking too slowly," says Barry Primm, an ADT home-health team manager who trains new operators to speak quickly and get to the point with these callers. "They just want to get it done, fast and business-like."
The generation that sent diaper sales soaring in the 1960s, bought power suits in the 1980s and indulged in luxury cars in the 2000s is getting ready to retire: The oldest boomers turn 65 this year. To accommodate their best customers' needs, American companies are overhauling product lines, changing their marketing and redesigning store layouts.
But there's a catch: Baby boomers, famously demanding and rebellious, don't want anyone suggesting they're old.
For the complete story and examples of how companies are marketing to the Baby Boomers, go to Wall Street Journal.com. Students I suggest you go through the school library computer site, a subscription may be required and your fees may cover subscription on-line.