We talk a lot about change within our industry and how some just seem to adapt better than others. We’ve even seen friendly fire between the groups and how differently the generations respond to this change.
These days, it’s quite popular for Gen Xers to poke fun at Gen Z and vice versa. But without a doubt, baby boomers are the target of more ridicule and satirical humor than any others. Perhaps the most common expression used to playfully mock boomers is, “Ok Boomer,” which is a blatantly dismissive response to one’s opinions or comments that younger people perceive as out-of-touch.
The implication is that baby boomers are overly traditional or resistant to change. Ironically, that couldn’t be further from the truth, as the generation between 1946 and 1964 has experienced more significant societal, technological, political, and cultural shifts than any other at any time.
When it comes to the media and beyond, we “seasoned pro” boomers have experienced more change than a caterpillar in springtime.
From post-World War II optimism to the current digital age, baby boomers have witnessed and contributed to changes in politics, the economy, technology, family dynamics, and social values, which have shaped their personal and collective identity.
The technology we all use every day was, in truth, imagined, created, developed, and expanded upon by baby boomers. Need I even mention Steve Jobs and Bill Gates, both born in 1955, smack in the middle of the baby boomer era? These two giants literally changed the world.
Without sounding like my own parents, who “Walked to school every day, without shoes, in the snow, uphill—both ways,” I never once tracked a radio show. We were live every day—six days a week!
I didn’t grow up on automation, and “Wide Orbit” was a path the planets may take around the sun. As a boomer, though, I did participate and watch a total global transformation over my lifetime—we adapted!
Obviously, one of the most profound changes has been the amazingly rapid advancement of technology. In my early years, television and radio were the primary forms of mass communication, with only limited access to any global information.
In fact, TVs were all black & white when I was born, and AM radio dominated listenership. FM radio began to overtake AM in the late 70s and through the 80s when FM became standard in all vehicles, eventually adding SiriusXM to the dashboard decades later. Let us not forget the addition of CDs in cars after they replaced vinyl records. All this change was experienced and developed by Boomers.
As we reached adulthood, we saw the influx of personal computers and video games like Atari and Sega that advanced with lightning speed into Xbox and Play Stations. Color TV was perfected in the late 70s and 80s, and cable companies began to replace the 13 local and network OTA channels with scores of channels and premium choices like HBO.
Enter the VHS and Beta recorders that we all used to tape our favorite shows… until along came TiVo and DVRs that allowed us to pause and record live TV. Of course, now, “We don’t need no stinkin’ recorders!” It’s all recorded in the cloud.
In the late 1990s, DVDs and DVD players entered the marketplace. TVs shifted from large, heavy, and thick projection boxes into flatter plasma screens that cost thousands of dollars, giving way to today’s 80” flat LCD screens that cost as little as a few hundred dollars. Again, all this change was developed and adopted by Baby Boomers!
Lest we forget the internet and mobile phones, revolutionizing the way we interacted with the world. Enter the world of dial-up modems, AOL, and MySpace – our first entry into social media. Skype exploded on the scene, allowing us to enjoy video calls around the planet for free!
The internet soon became ubiquitous, giving rise to even faster online communication, e-commerce, and digital entertainment. Today, baby boomers are navigating the complexities of smartphones, social media, and artificial intelligence, all of which were inconceivable when they were growing up, yet many of whom not only adapted, adopted, and thrived but helped develop even more emerging technologies.
Politically, we baby boomers have lived through a number of key historical events that altered the course of history. From the civil rights movement in the 1960s to the end of the Cold War in the 1990s, boomers were at the heart of movements for social justice and reform. We were here to witness and participate from all sides of The Vietnam War, marking a time of great unrest and upheaval.
Economically, baby boomers have seen the transition from post-war prosperity to the challenges of a global economy. We experienced an economic boom, with strong growth, industrial expansion, and a burgeoning middle class. As we aged, we also saw the effects of economic recessions and a decline in manufacturing jobs. We witnessed the 2008 financial crisis, which reshaped retirement savings and pensions for many.
So, next time you talk to a boomer and feel the need to poke fun with the casual, “Ok Boomer,” – think about the only generation to witness an extraordinary range of changes, from the rise of digital technology to evolving social norms and economic conditions. Boomers have truly been at the forefront of major cultural, political, and technological revolutions.
We Boomers have experienced and influenced an unparalleled transformation in the world around us from Radio to TV and every other technology you have likely touched today. Instead of the typical jab to a boomer, how about next time trying… “Thank you Boomer!”
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
And how about those fast talking up-tempo Hot Hits DJ’s? Well done, enjoyed the read.