Talk to any baby boomer and within five minutes the conversation will touch on or turn to money — or lack thereof. Gallows humor about your 401k turning to a 201k; kidding about whether the kids will let us move in; worry about Mom or Dad or an elderly loved one and how they are doing financially; and concern and worry about their financial future.
So are marketers reflecting the change in mood or ignoring it? Seems like the financial services industry does get its not time for the rock ‘n roll 60’s hippie ads (thank goodness).
I like the John Hancock campaign that’s running. It’s called “Cursor” and has $26 million behind it in TV, print and online advertising.
“The thinking behind the campaign was to recognize where consumer sentiment is today. The unstable economy is a source of anxiety for a lot of folks,” said Jim Bacharach, VP advertising at John Hancock, Boston. “One of the key differences from what we’ve done in the past is that today, more than ever, these conversations take place through electronic media”
The campaign was launched in April before the financial tsunami hit. We think it holds up in today’s market. It’s authentic. It’s simple. It captures the mood, concerns of today’s baby boomers. What do you think?