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Channel: Bridge Table ChroniclesBridge Table Chronicles Blog E-zine by Maggy Simony for those who play bridge | Issue 29
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29-1. Bridge: The ACBL & Promoting Bridge to Boomers

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 ”There is no way in hell that I am at the same stage/age at 47 that a person at 64 is.” That’s Donna giving her reaction to the term “boomers” in a mind-changing blogwith implications for the ACBL. Boomers ARE the logical prime marketing target for promoting bridge–I’ve always believed that–but you just can’t think of 46-64 as a single demographic.
 
Boomers ARE the lost generation of bridge players who, on tumultuous college campuses of the 1960s, broke the chain of parents passing on bridge to children as part of the popular culture. That broken link needs to be restored. Just that those now 46 to say 54 had nothing to do with their older brothers and sisters revolution–and I just realized Googling boomers yesterday, they don’t even approve of what those older siblings did!
 
As one said, “I’m part of Generation X–I’m NOT a boomer!” And older boomers are critical of younger ones who benefitted from their culture-changing, women-liberating activities and now don’t appreciate what their older sisters and brothers did for them.  
 
I wonder if ACBL’s marketing has been affected by AARP decisions? Back in 2006 they formed some kind of coalition to promote bridge which sounded promising–not sure what AARP ever actually contributed to promoting bridge. I’ve only ever seen one article about bridge in the AARP magazine in my years of subscribing.  
 
AARP used to be an organization for those 65 and older and then began wrapping its arms around younger and younger people, recruiting them to buy insurance and subscribe to their magazine. They are now down to 50! But selling insurance and selling younger people on bridge are two different things.  I’ve read stories of women furious at even getting a promotional piece of mail from AARP when they turn 50!
 
Marketing bridge to boomers? Treat anyone under 55 as if they were part of Generation X–and don’t (as I read in a complaint about a bridge competition recently) lump 50-year olds in with up to 65 just because some sociologist calls them all boomers. 
 
Anecdotally,  I find here in Florida, bridge-playing boomers in their 60s seem to be a growing group. And they participate at the senior centers. They probably feel good being the “youngsters” and I know I enjoy them–socializing and playing bridge with women young enough to be daughters.

Much younger than 60s? Who knows, nonagenarians playing bridge might be a turn-off. Should be an inducement given that boomers seemingly want to live forever. But I’m not sure people even think about end of life issues until they reach 60. I know I never did till I hit 70. That’s when I began to see bridge as possibly dementia-preventive as well as a great thing to do.
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*I neglected to copy the URL for the Donna blog and now I can’t find it again! Still trying and will add it to this blog if and when I do find it.

 

 

 

 

 


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