Feldman's Faves: September 11, 2023

GOOD MORNING EVERYONE

I hope those of you with kids in school are getting your daily routines in order. The thing I hate the most about back to school, is the freakin’ lunches….

Another spectacular start to the NFL season (for those of you who care) starting with an upset of the Chiefs and ending tonight with Aaron Rodgers as a Jet vs the Bills. So exciting. And an even better week for both Joe Burrow and Nick Bosa who, to put it mildly, got paid.

Most importantly, a HUGE congratulations to Hari and Anjelika on the birth of their handsome and adorable son, Leo. Neill tells me that he has capacity and is willing and able to babysit at a 10% discount.

This week’s theme focuses on the work of Mauro Guillén and how he thinks we should rethink aging, life stages and how businesses market to different demographics.

The Perennials: The Megatrends Creating a Postgenerational Society By: Mauro Guillén – My dad was 58 years old when he decided to take some time off work and go get a Master Degree at Harvard. He was a believer that you are never too old to learn new things, to acquire new skills and to develop as a human. That year back at school was one of the many examples of the way my dad lived his life and which made him perpetually young (my kids used to say that he was “young old” and that I was “old old”). While Mario Guillén doesn’t prescribe that all 58 year olds should try their luck one of the Ivy League schools, in his new book, The Perennials, he does call into question the linear thinking many of fall into by having a life where learn, work and then retire. He takes issue with a number of ways that age impacts all aspects of life ranging from the demographic boxes we put ourselves into to how companies market their products based on age. Instead, he views our lives (and thinks marketers should view our lives) as constant cycles of all of these phases with varying degrees of emphasis on all of the above. I am starting to think this makes a lot of sense particularly when we are potentially as a society going to be living much longer than generations that came before us and are living in a system (e.g., pension age of 65) that was created in very different era. As one reviewer notes, “In today’s world, the acceleration of megatrends – increasing longevity and the explosion of technology among many others – are transforming life as we now know it. In The Perennials, bestselling author of 2030 Mauro Guillén unpacks a sweeping societal shift triggered by demographic and technological transformation. Guillén argues that outmoded terms like Boomers, Gen X, Millennials, and Gen Z have long been used to pigeonhole us into rigid categories and life stages, artificially preventing people from reaching their full potential. A new postgenerational workforce known as “perennials” – individuals who are not pitted against each other either by their age or experience – makes it possible to liberate scores of people from the constraints of the sequential model of life and level the playing field so that everyone has a chance at living a rewarding life. Guillén unveils how this generational revolution will impact young people just entering the workforce as well as those who are living and working longer. This multigenerational revolution is already happening and Mauro Guillén identifies the specific cultural, organizational and policy changes that need to be made in order to switch to a new template and usher in a new era of innovation powered by the perennials.” Generational warfare is a tale as old as time. This book makes us rethink this old story and opens the possibility of one that is much more appealing (and realistic) given the trends we are facing. Smart companies will catch on and agree. Here is a good review from Kirkus - https://www.kirkusreviews.com/book-reviews/mauro-f-guillen/the-perennials-megatrends/

The Next Big Idea - Perennials: How to Thrive in a Post-Generational Society – If you don’t have the time and patience to read the book, this discussion provides a great summary. Here’s an excerpt from the PODCAST itself, “Increasing longevity and the explosion of technology are reshaping the world. What will it mean for your education, your career, and your life? Mauro Guillén’s new book is “The Perennials: The Megatrends Creating a Postgenerational Society.” https://podcasts.apple.com/ca/podcast/the-next-big-idea/id1482067226?i=1000625528858

Thank you for your ongoing engagement and participation. And remember to stay safe, stay healthy and to docket daily.

Jon