LJ Series “PatronSpeak”: What Boomers Want

They're changing old age and library service with it When my editor called to talk about a new series written from the vantage point of the patron, I was particularly intrigued to write about boomers, my generation. We hashed out a list of potential patron markets, and I read them to her: “an article on boomers, another on seniors....” She interjected, “That's one.” I was stopped dead. Seniors are old; I'm a boomer. Since when does boomer equal senior? Frankly, that might have been my wake-up call. I am not alone. Media reports on boomers' march into their senior years carry a consistent theme: “Guess what, they don't know they're old.” Entrepreneur Magazine cites a survey from the Boomer Project (www.boomerproject.com) that found that the average 54-year-old considered himself 41. Further testing showed a psychological age of 39. Rather than believe our years are advancing, we boomers simply redefine: 60 is the new 30. Boomers are changing old age. It's what we do. The baby boom generation—those born during the post–World War II years 1946 through 1964—has a track record of rebellion that has caused startling cultural and social transformations, including rock'n'roll, the peace movement, civil rights, and agendas we can be less proud of. Consider “Greed is good,” a phrase that caught hold when boomers entered their peak earning years. Reports indicate that my generation is again poised to create a social change. We are charting a new path. We don't want to retire, but we envision an entirely new way of working. We embrace fitness and activity, but we have poorer health than the generation before us. Our divorce rate puts a staggering number of women at risk of poverty as we age. Despite our Peter Pan outlook, we are counting down. Eric*, a 61-year-old grandfather who provides primary care for his grandchildren, is a good example. Last year, he spent the summer on a cross-country trip. “I wanted to go to the places I always wanted to see while I was still able to do it,” he says. “I don't know how many years I have left where I'll be this active.” Boomers have needs for information, expert advice, and planning. But are we turning to the library as a resource for this dramatic change in our lives? If not, what can librarians do to affect that?

A potential boom market

By tapping into baby boomers, libraries are reaching not only a large market (there are now more people over 50 than under) but one that is a bellwether for future generations. For instance, Generation Xers are already showing signs that they've adopted the boomers' outlook on old age. Developing new outreach and new ways of looking at services to boomers could establish library programming for generations to come. Boomers may also be the library's prime target for fundraising, with the highest net worth of any age group, and, unlike our Depression-era parents, willing to spend—maybe on the library if we're engaged. Engagement means a set of services, says Amy Ryan, director of the Hennepin County Library (HCL) in suburban Minneapolis, which launched a program for seniors called 55+. “It's about programs, yes, but it's also about volunteerism and partnerships with other organizations.” What libraries can provide and expect back from older patrons is likely more than they've imagined, especially when it comes to boomers.

A desire to contribute

While boomers may vary from community to community, there are high-interest areas that transcend location (even national boundaries; research from Statistics Canada, for instance, parallels findings from studies in the United States). Boomers need help plotting next careers or active retirement. We want resources for health and fitness. And we share with previous generations an interest in tracing our roots. That urge to play a fulfilling role in the world extends to how boomers approach volunteer opportunities. Margaret Gillespie, coordinating librarian for partnerships and communication and project manager for HCL's 55+, says boomers “want to share their knowledge and their skills. They don't want a job-defined task. They want a project with a beginning, a middle, and an end.” Research supports her assertion. In The New Retirement Study: A Perspective from Individuals and Employers, published by Merrill Lynch in 2006 (tinyurl.com/24ee88), boomers' top picks for next careers were “consultant” and “teacher,” roles that libraries can put to use to fill gaps and launch new programs. HCL has developed all-new volunteer positions—running conversation circles, teaching computer classes, leading book talks. These trade on boomers' skills and involves us in the library, creating new advocates. HCL both taps people who have connections in the community and also actively markets the opportunities to draw in workers who may be under their radar. Old Bridge Public Library, NJ, which opened its Senior Spaces in June, also uses boomers to teach classes and workshops. “The employee pool is going to dwindle,” says assistant director Allan Kleiman. “We need to get [boomers] involved.”

Next career planning

“I might sell my business, but I'm not going to retire,” says Carol, 56, a bootstrap entrepreneur who owns and operates a string of highly rated daycare centers in a metropolitan suburb. Married young, she left college before graduation, aiming for a career as a stay-at-home mom, but divorce changed her plans. She worked a series of minimum wage jobs before finding a talent for working with children. Starting with a small center in her home, she worked hard to build a successful business that will fund her retirement. “I have to stay busy. I might teach or do more writing. That's the thing about baby boomers—we're all Type A's.” The Merrill Lynch survey reveals that most boomers envision working throughout retirement. It adds a new wrinkle to retirement planning, which may be more aptly described as “Next Career Planning.” Merrill Lynch's research identifies the new retirement as “cyclical”—a blend of work that can take boomers in and out of new careers balanced with free time, continued learning, volunteerism, and travel. Not all boomers, however, can opt for retirement. Educated at a small rural college, Gary, 52, spent 26 years as an accountant for a mid-sized publisher. When the company was purchased, his department closed. He spent more than two years looking for a new job. The drain on his savings from extended unemployment means he must continue working. Service to boomers in retirement planning certainly means help in second careers. It may mean beefing up support for small businesses and workshops that assist boomers in plotting the steps to our ideal lifestyle or recovering from a sudden life change (taught by boomers who have mastered it). It also means addressing the library as place. Hennepin's Gillespie says that part of its 55+ program is seeing the library as “the new office.” The library offers a change of pace from a home workplace, one with social interaction and reliable online access (though Gillespie is quick to point out this is secondary: “They want to get out of the house, and the library offers a place to work”).

Bridging the business disconnect

Retirement planning may also extend to the business community at large. In Merrill Lynch's study, only 24 percent of businesses feel they're “on track” in preparation for the impending “brain drain” that will occur when boomers retire. Boomers say they want to continue to work, just not in a traditional sense—we want to redefine our roles. The gap between the two groups begs for a creative response, one that could position the library as a catalyst for a healthier business climate. By working in partnership with such groups as the Chamber of Commerce, Councils on Aging, and local researchers, libraries can be the lever for communitywide initiatives that help businesses retain the wisdom of their older workers and help boomers achieve retirement goals. Consider the models built by such libraries as Baltimore County Public Library (BCPL) in addressing early literacy in their communities. BCPL launched an action committee that mobilized multiple community groups, each bringing a particular expertise, to address a countywide problem. What does the library bring to the picture? Research skills, workshop space, special programming aimed directly at the issue, and organizational skills to keep the project on track. Where to start? With the groups most affected. Host a round table with HR executives, CEOs, boomers, and library staff to discuss issues and needs. This may even inspire an advisory panel that could identify partners and potential strategies.

A safety net for single women

The divorce rate among boomers is dramatically higher than our predecessors, and its financial impact primarily affects women. Single women have the greatest risk for poverty in their senior years, particularly women of color. The Center on Budget and Policy Priorities reports that the proportion of African American women who will be unmarried when they reach age 62 will increase from about five percent of Depression-era women to about 18 percent for boomers. Successful library intervention and outreach to single boomer women may spare them from impoverished senior years. These women need support in financial planning, but, more important, they need access to job training that lands steady jobs while they're young enough to work. The Urban Libraries Council's 2007 report Making Cities Stronger: Public Library Contributions to Local Economic Development (tinyurl.com/27xp4a) cites the library's impact in building work force participation, with technology training, job information centers, résumé writing assistance, and, quite simply, Internet access for online job applications. The report notes strategies for effective work force development, including building connections to all types of employment agencies and to area employers. Most important, it advises, “Know your customers.” In the case of boomer women at risk of poverty, “knowing the customer” means connecting with the right organizations—churches, social service agencies, and small neighborhood businesses such as beauty shops and nail salons—places where women congregate. Building strong partnerships with these groups will help identify women at risk (women with the highest risk have had bouts of poverty throughout their lives) and provide a link so the library's services can be marketed to them.

Sound body

Some predict that boomers will live an average of seven years longer than their parents. Other research contends boomers could be the first to have shorter life spans than the previous generation. The group has increasing rates of cancer and obesity. Nonetheless, boomers say we'll use any “longevity bonus” to keep old age at bay, staying younger longer—and that may take some work. Libraries are equipped with information that can help boomers fill the gap between goal and reality. But is stocking and providing access to information enough? Carol has chronic health issues, including a mild form of multiple sclerosis and a heart problem. She stays on top of new data on treatment for both, but when asked if she uses the library for research, she says, “I don't ever really use the library because I get better information on the Internet. When I want to do research, I want to do it whenever...midnight, in my pajamas, and I want it instantly.” Libraries can meet every one of her demands—instant, 24/7 access from home—and deliver a higher quality information product, but they need to reach her. When asked what would bring her into the library, Carol is quick with a list of workshops: organic gardening, healthy living, wine classes. Launching such value-added projects gives libraries opportunities to introduce their resources in a new context. Partnerships with other community groups to pull off comprehensive, quality programming can bring both expertise and another outlet for marketing.

Sound mind

Part of the boomers' strategy to remain young is keeping our minds active. Both HCL and Old Bridge identify a new “urbanism,” with demand for lectures on current events, the arts, and other cultural trends. “Genealogy is still really hot, even with boomers,” says Gillespie. Libraries have a clear competitive edge in resources and reputation as experts in this area. With boomers, there's an additional opportunity for creative outreach because we're tech-savvy. Old Bridge is experimenting with blogging life stories and introducing such new Internet sites as cranky.com and eons.com, both designed specifically for boomers. Eric is particularly concerned with mental agility. He retired six years ago to raise his grandchildren after the sudden death of his daughter-in-law. His father suffers from dementia, and Eric struggles with the notion that it may be an inherited trait. Having young children at home makes him particularly aware of his time left as a “young” man. He works puzzles daily to exercise his brain. When asked if the library could help him, he responds with ideas for classes that would give him opportunities to talk with geriatricians and other experts. Eric's situation points to another boomer reality: with longer life spans, this is a sandwich generation that often balances the simultaneous needs of children and aging parents.

Listen to me

We boomers are a demanding bunch, spending our lives as media darlings whose life passages are carefully documented. The result is a wealth of information—studies, research, and analysis—that forms an exceptional framework for needs but can't replace information and ideas gleaned directly from area boomers. HCL has an advisory board with geriatricians and community partners, but it also gathers groups of boomers to talk with and, as a result, has created programs geared directly to their community. Not all libraries are hitting these high notes, however. “I don't think the library has ever done anything to attract my generation,” Carol says. “I think they're more interested in getting kids in.” Nevertheless, she encourages use of the library to the parents of the children with whom she works. This means she's sold on the brand for at least one age group, making her a target for expansion of the brand to serve her needs. A role in an advisory group could turn her into an active library advocate for her generation. Carol has other traits that would make her an asset on an advisory board for her local library. She has powerful community connections—an active member of the Chamber of Commerce, she also sits on the board of the county's daycare council. She's outspoken and has ideas—she's an important opinion leader and an energetic idea machine.

The clock is ticking

Leading-edge boomers have just turned 60. The youngest of this generation will be hitting 65 around 2030, so, according to Old Bridge's Kleiman, librarians have some time to experiment and see what works with this group. That's not to say that services to boomers can wait for a strategic plan for the future. The time to act is now. The boomer market is a booming market—vast, with information needs that impact entire communities. “Why isn't the library community up off its tush about this? We can't wait. We'll lose [boomers] to Barnes & Noble,” says Kleiman. He feels libraries can be “ageist,” spending energy dividing children's services into age-appropriate segments while adult services are clumped as “18 until death.” Old Bridge's new Senior Spaces takes a cue from the children's services approach and divides a dedicated space for seniors into three areas: boomers, newly retired, and older seniors. The division allows the library to serve the individual needs of these very different groups. More innovation is on the way: Americans for Libraries Council (ALC) is training 20 “Lifelong Access Fellows” to develop and inspire more outreach to boomers. ALC says the fellows “will lead the nation's libraries in enhancing services for older adults with opportunities for active learning, creative exploration, and meaningful civic engagement.” The outreach is timely, says Carol: “They need to get us while we think we're still young.” LJ's new PatronSpeak series looks at the library and its services through the eyes of patrons, examining their needs, both met and unmet, and the opportunities for librarians to improve services to them. Look for the second installment, on Latina women, in the September 1 issue of LJ.
Beth Dempsey (beth@bethdempsey.com) is principal of Dempsey Communications Group, a firm specializing in strategic communications for knowledge organizations. The author thanks Mary Storch, Novi Public Library, MI, for research support. *Note: Names of boomers quoted have been changed at their request

Boomers at a Glance

What boomers need
  • Help plotting retirement that includes work (maybe an entirely new career), volunteerism, leisure, travel, and continued learning Retirement extends to the business community at large—businesses need help preparing for the “brain drain” that occurs when boomers retire Financial planning and job training for women at risk of poverty
  • Healthy living and fitness workshops
  • Arts, culture, lectures, and programs for mental agility
  • Genealogy and support in capturing life stories
What boomers bring to the library
  • Deep pockets for fundraising—it's the age group with the highest net worth
  • Volunteers with knowledge and skills to share (no book shelvers here)
  • Numbers—it's a huge market that imprints its behavior on Generation X
Where to start
  • Assemble focus groups and advisory boards with connected, opinionated boomers in your community
  • Do your homework Research on boomers abounds
  • Identify community partners that can bring expertise and new outlets for marketing library programs to boomers
  • Consider mobilizing a communitywide outreach effort with the library in the coordinating role
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