These days, we might as well not exist

Remember when it was all about us?

We were the Pepsi generation, those who thought young, the ones folks selling everything from soda pop to fast cars wanted to reach. We were the pig in the snake, as some have described it, the big bump in population traveling from crayons to caskets.

In a "Doonesbury" some years back, Garry Trudeau poked fun at the Baby Boomers by saying it would be obvious when we were starting to die because USA Today would be running articles about the hot new funeral homes.

All right now. When was the last time you felt an advertiser was trying to sell his product to you? If you're a member of the Class of 1967, it was probably about four years ago, unless the product was pharmaceuticals, denture creams or adult diapers.

You see, the coveted demographic advertisers are seeking is called 18-54, meaning that if you're under 18 or over 54, you're not their audience. It's a little short-sighted at both ends of the spectrum, especially since those 55 and older have more money these days than any other segment of society.

I asked a friend in advertising about that contradiction, and her response was that even though older people spend money, their buying habits tend to be well established.

Now I don't know if all that's true. Some of us may have had fathers who always bought Chevrolets or Zenith television sets, but I've never bought the same kind of car twice in a row in my life.

I'm not buying denture cream, and I don't think I've ever asked my doctor for a different drug than the ones he prescribed. As for Depends, I wouldn't tell you if I were buying them.

But isn't it weird to not exist?

Isn't it weird to be ignored by advertisers?

I don't know about you, but I bought my first iPod after my 55th birthday. I don't think all my habits are set in stone just yet.

I still don't care for Pepsi.

Never did.

I'm a Dr. Pepper man.