November 2003
The Director - Features
Life (and Deathcare) on the Cutting-Edge
Understanding the 50+ baby boomer generation
The deathcare business is changing. No, the momentum is not coming from the inside. If this does not disturb you, it should! Being behind the curve is never an advantageous position for a businessperson. The reason behind this consumer phenomenon is quite simple. The marketplace is the instrument of change, and the spreading fire is fueled by the new attitudes and interests embodied by the baby boomers, who have finally come of age for deathcare purposes. This huge group of consumers – 76 million strong – is growing older every day. The first wave of them has already reached 57 years of age, but the 50+ boomer is not aging like anyone who attained their golden years before. In
Life (and Deathcare) on the Cutting-Edge, writer Donald L. Potter discusses the imminent change baby boomers are bringing with them to funeral service. They require more individualization and more personalization than any other generation before and they want it their way. Potter also discusses the characteristics of baby boomers and how important it is for funeral directors to invest time studying and getting to know this generation.
Potter is president/CEO of PKPF (formerly Potter/Katz), an advertising marketing and media agency located in North Hollywood, California.
