God: Founder of Planned Obsolescence - Why Boomers Will Lose the Marketplace

Most people are introduced to the concept of planned obsolescence in an early economics course in college. For many students it comes as quite a shock to learn that a methodical decision has been made as a part of a business strategy. So, this is why my car’s fuel pump falls apart at 60,000 miles - can be a thought that drifts through the mind.

As a young, naïve fool, I was appalled to discover that a greedy capitalist had the brilliant foresight to produce parts with the cheapest materials possible. All of this was done in order to ensure more parts, and/ or that total new purchases had to be made at specified intervals. A revelation!

However, it is important to realize as so many marketers try to capture the baby boomer market that in all reality they are fighting a losing battle.

After all, God is the ultimate CEO of planned obsolescence.

Blasphemy! No, just the definitive truth.

Although, it would certainly be blasphemy to state that God would use cheap parts. Ashes and dust come in all quality and grades - some humans are placed together with more elegant armor than others. But, the case remains, God’s mechanics here on earth, the doctor, replace parts that are broken or don’t work and then do it all over and over again. When the parts wear out - modern science has found ways to replace even the most essential parts. In the end, though, the machinery does give out.

Here are significant explanations to review when supporting this introduction into the planned obsolescence of the human machine.

1) Stated succinctly, watch when marketers target the lost youth of the baby boomer.

How many times has the commercial television world been littered with advertisements about the following; anti-aging creams, Suzanne Summers thigh masters, and pictures of baby boomers before they were old and now when they are trying to look young - but frankly, are still old. Let us all shake our collective heads.

2) The fact is that the 18-24 age groups is here for the long haul, so boomers better settle in and watch the OC and Tree Hill, and other shows that have not one whit of relevance to their lives. Marketers no longer market to boomers - for the long haul, anyway - because they KNOW there isn’t a long haul. The MySpace generation has decades ahead of them, to buy, everything really. They will have babies, lots of moolah there! They will drive more cars, because they will have more years to drive them. They will buy more Christmas presents and watch more Superbowl games. Sorry, Boomers, God’s plan for you is catching up fast.

3) Irregardless of money and wisdom - the ship will leave the port!

The sad fact is that money and wisdom do not buy years. I hate to depress this yearning crowd but God’s plan was to have generational turnover. How do I know God’s plan? Look at the history of the world, for God’s sake! Each generation has similar trials and tribulations. Very few generations get away with no contact with war, or the other ills of the human condition. The other day I heard a 25 year old girl on television say that there is no other generation that has tried to accomplish what their generation is trying to accomplish. Frankly, lots of generations have tried to accomplish what they are trying to accomplish - just with different situations and weapons.

4) Warning! The following sentence is a paradox. Baby boomers planned obsolescence predates return on investment.

Here’s the deal. Since the baby boomer generation is due to check out -on the far side, about 35-40 years from now. They probably won’t be having too many babies, or watching One Tree Hill, the marketing investment made on this demographic is really not worth a bottle of Canadian Mist ( boomers probably won’t be drinking this either, it will interact with their medications.) So, take this marketing dollar and look at it with a measured eye. On one side 35-40 years of buying prune juice and high blood pressure medications - on the other a possible 70 years of a lifetime of buying power. Target the life of the demand.

5) Mick Jagger’s next hit and last one, probably, “Time is not on My Side.”

I think this statement is self-explanatory - and can be taken together with all the rest of the statements as proof that the human mind is also a victim of planned obsolescence. Normally, though, it will probably not be replaced.

Marketers, though, need to bear in mind, another significant truth. They are also a part of God’s plan of obsolescence. One day they will have parts that are wearing out. One day the television programs and celebrities they loved in their youth will begin dropping right and left. A new charismatic politician will appear on the horizon that is a gift to their generation of Americans. He will be here to change the world. But, one day, history will tell a different story.

Baby Boomers are just starting to realize this. They are trying like hell to hang on to a yesterday that no longer exists. God’s plan, though, and the generational strategy within it are beating a drum slowly in their collective ears.