March 11, 2010
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Make ‘Food’ Easier for Squeezed Boomer Moms

The recession that has brought three generations under one roof (moms and dads, their elderly parents, and the young college graduates with poor job prospects) has a silver lining. Despite tight quarters that irritate, the shared stories about favorite foods from different decades, and even from different lands, can help stimulate fun memories and forge closer relationships.

We all know families that treasure grandma’s recipes. Now rather than twice a year at holidays, they can pay homage to her culinary skills live, in person, week after week. And if one day she doesn’t feel like preparing, she has earned that right. She can pass along her know-how to the next generations and appreciate their ability to emulate or even add welcome new twists.

There’s plenty supermarkets can do to foster shared food activities and conversations around the multi-generational family dinner table.  By marketing to this fast-growing dynamic, supermarkets can insinuate themselves into the dialogue. Think beyond recipes to include imagery in the store of earlier times and retro kitchens, perhaps with Glenn Miller music, and an occasional ‘yesterday’s prices’ promotion on select items. That could prompt some storytelling at home.

Or how about a ‘Pitch in and give mom a break’ theme that encourages Boomers to take a rest so their grown children living at home can partner with the grandparents to prepare household meals for a week at a time?

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