The New Demographic

For years this household has received numerous phone calls from everyone, and just about anyone, wanting to know how we thought about political ideologies, what TV programs we were watching, what paper products we used, and all sorts of marketing research.

Over the years we've tested products then given our opinions on the products or the services. We were the "typical" American family, Father, Mother, girl kid, boy kid, dog, cat, house in the 'burbs, yes, that was us.

As time has marched on we have changed our demographic. The kids have grown up and moved out, the dog died, the cat died, but we still live in the 'burbs. We still do some of the marketing research things but something has changed in the last few years.

The last time the phone rang I picked it up and the party on the other end said, in the very familiar voice, "Hello, this is Mark from XYZ Marketing. How are you today?" I responded very cordially, " I'm fine, Mark, hope you are as well."

I sat down on the chair waiting for the questions I usually am asked about some consumer thing or another. I waited for several seconds before "Mark" came back on the phone and said, "Whoops, I'm terrible sorry Mrs. Canell, but I see you and your husband are over 60. Is that correct?" "Why, yes, Mark that's correct." " Well, I'm sorry but you are too old for this survey. We're looking for people that fit the profile of the "average" American family, and I guess that's not you anymore. Sorry". He then hung up before I could say another word.

I sat in stunned silence for a while, looking at the phone in my hand. I thought to myself how much had changed over the last few years. No longer was I, or my family, the demographic needed to give the opinions to the advertisers. No longer was my opinion of any use to them. Apparently, when you hit the age of 60+ you are pushed on to the iceberg of advertising and sent out to sea.

When my husband came in, I told him of this strange phenomena that had occurred. I said to him that I didn't remember a time when I felt this "out of it". I didn't feel as though I was "out of it", but then maybe I haven't really spent time looking around at the things I see now, I didn't see before.

My mailbox is filled to the brim most days with advertisements about Medicare, Medicare supplements, what to do with my estate, how to survive grief, how to spend my money in retirement, how not to spend my money in retirement, who I should send donations to, who I should see to increase my libido, what vitamins I need at this advanced age, what I should do to avoid falling, how Medicare will pay for my "scooter", where I should go to retire not to mention what type of dwelling I need now that I'm in the "Winter of my years". The list goes on, but apparently I am no longer needed to tell the advertisers what and how their products are.

The worst slap in the face came from some snot-nosed creep who called from Mini USA. We have a Mini Cooper and we had one of the original ones as well. When we bought the new one we were constantly being sent information about the Mini and what a great car it would be for us. The car supposedly would bring back "fun" into our lives. (How these folks knew were down trodden and "fun-less" is beyond me, but then again maybe it was because they knew of our advanced age, old age=fun-less). Anyway, we were invited to all sorts of adventures and did many of the Mini trips. The Mini folks didn't seem to object to taking our money for the adventures. Somewhere, somehow, things changed. Now the Mini is a "young, sporty fun car" and the demographic age group that is needed to sell this vehicle is not a couple in their 60's.

I started to look at the folks on the commercials as well as in magazines. It seems to me that I may as well just find a hole in the ground, jump in and fill it in with dirt. The products I see on the TV are not for me...at least a majority are not (there's still the incontinence stuff, erectile dysfunction pills, and an assortment of liniment things I guess I'm supposed to be buying).

So I wonder if anyone else feels as though time has marched on and decided to leave them behind.