Search for Meaning Overlooked

When the global marketing officer of Procter and Gamble says marketing is broken, it's time to look around and see what's on the mind of the majority of the market.  It's time to pay attention to boomers.

David Wolfe does and he has the best grasp on the mind of the market today.  Meaning - The Big Challenge That Boomers Face Widely Overlooked in Marketing.

Most marketing is overly focused on idealized pursuits of pleasure seeking and pain avoidance. In being this way, most marketing fails to address consumers’ need for meaning in their lives. Without a sense of meaning, people suffer psychological pain.
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Today’s 86 million young adults generally have idealized and somewhat narcissistic images of their life’s meaning. Life is all about self. And it’s been that way among the young from time immemorial.

Today’s 132 million middle-aged and older adults generally have more realistic and less self-centered images of their life’s meaning. While the young dream of what they want to be in the future, older people tend to strive to be what they want to be in the present. Much of that striving revolves around the pursuit and expression of life meaning.

The search for meaning is the number one task of the inner self in midlife – the time of life that dominates culture today. Ninety percent of midlifers are boomers
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Idealizations are out. Realism is in. It all has to do with culture shifting from a foundation built on fantasies of what I would like to be to grounded self-images of what I can and should be. Doen’t sound very elegant, does it?

That’s because we’ve been so brainwashed by Madison Avenue, Hollywood and catwalk glitzy fashion that its hard to find beauty, grace and inspiration in the mundane. But when you manage to find those things in the ordinary, you wonderfully transcend to a higher state of human beingness where the real meaning of your life resides.