If you have any doubt about the dominant demographic feature of the population in the U.S. and Canada, just turn on your television set and flip through the channels. The population is aging. The baby boom generation is passing through middle age and beyond. Much of the programming is now aimed at the older generation. I call this “Old Geezer TV.” I can say this, because I’m an old geezer myself.
There are two large blocks of programming that the older generation is quite comfortable with. First, there are the musical variety shows that feature dancing or singing performances. Included here would be American Idol, Dancing with the Stars and So You think You Can Dance. This list is just scratching the surface. When we’re watching these shows at home, much of the conversation is of the “Isn’t that couple cute” variety.
The second block features something to do with your home – either renovation projects or fixing it up for resale. Flip this House is just one example among many. Then there are the interior design shows. The personal make-over shows aren’t much of a stretch beyond that.
The first of these groups of shows has only a tenuous connection to construction. Ironworkers like to dance too. However, the second group has a direct connection. Home renovation activity can account for as much as half of all residential construction spending in some years. There are many examples where new product development (e.g., bathroom fixtures, access to cupboards, etc.) can and should be geared towards an older generation.
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