REALLY? EVERYONE?

REALLY? EVERYONE? Kids have a knack of launching into pleas for why they have to have or do something with “Everyone is ...” Of course, parents quickly become immune to such hyperbole and incredulously respond, “Really? Everyone?”

 

Yet, as our kids are happy to remind us, we can be hypocrites -- at least those of us in the marketing world, who too often misrepresent universal characterizations. Based on most of the websites, ads and marketing literature for “active,” older adult communities, a real person might ask:

 

Does everyone there ride bikes?

 

Drive convertibles?

 

Surf and kayak and eat ice cream cones?

 

Enjoy the contemporary stylings of Hootie and the Blowfish and Celine Dion?

 

Never use a wheelchair, walker or even cane? Are they banished if they do?

 

Have a full head of silvery gray hair? And shop at Tommy Bahama and Chico’s?

 

Always hang out in groups with equal representation of ethnicities?

Wear brand new, generic ball caps?

 

Have strong backs for grandchildren who love to be swung around by their arms, on the beach?

 

BEWARE MARKETERS. One of these days your stock photo sources might run dry or increase their prices. Or you might forget to Photoshop that walker in the background of the bistro photo or those pills on the dining room table beside the Cobb salad or your favorite model’s wild nose hair.

 

And then what would your consumers think?

 

Maybe ... that everyone is real in your community. That, “This is where I will be most comfortable, with real people who will embrace my imperfections.”