Baby Boomers Are in Crisis —

Baby Boomers Are in Crisis —

Opinions expressed by Entrepreneur contributors are their own.

Baby boomers, born between 1946 and 1964, have been instrumental in shaping the industrial landscape of the Western world. They’ve built businesses from the ground, weathered economic storms and employed millions. However, with technological advancements, changing consumer preferences, a highly globalized economy and inflation, many of these businesses are finding it hard to stay afloat.

The challenges are complex. Many blue-collar businesses have been slow to adopt new technologies, not to mention the latest AI solutions, making them less competitive. As baby boomers retire, there’s a noticeable gap in skilled labor, with younger generations often gravitating towards tech-driven roles. Also, global competition, online marketplaces and changing consumer habits have impacted “traditional” business models.

Obviously, baby boomer entrepreneurs have faced economic challenges in the past. However, the current landscape presents a unique set of hurdles. High leverage in the economy, soaring interest rates and inflation have created a volatile environment. Add to this the devastating impact of the COVID-19 pandemic, and it’s clear that businesses are navigating unexplored waters.

Many businesses have taken on significant debt to expand or sustain operations. With the tightening of global financial conditions, servicing this debt has become increasingly challenging, leading to liquidity crunches. Rising interest rates have increased borrowing costs or, lately, made borrowing unachievable, while inflation has decreased purchasing power. For blue-collar businesses, this means squeezed profit margins and reduced consumer spending.

The pandemic brought about supply chain disruptions, labor shortages and reduced consumer demand. Some sectors saw a boom, but traditional blue-collar industries often faced a downturn. While baby boomers might have experience tackling individual challenges like inflation or economic downturns, the simultaneous occurrence of these issues is unprecedented. It demands a fresh approach and adaptive strategies.

Related: Your Gen Z Coworkers Are Laughing When You Use the Phrase ‘Out of Pocket.’ Here’s Why — Plus 5 Other Common Communication Fails.

For these businesses to thrive, a comprehensive revival strategy is essential. Here’s a potential roadmap:

1. Integrate technology into operations

Traditional businesses can greatly benefit from establishing an online presence. For instance, a local hardware store could implement an online inventory system, allowing customers to check product availability in real time. Additionally, a robust ecommerce platform can expand the store’s reach, catering to a wider audience and driving sales.

In today’s digital age, online marketing is crucial. Utilizing tools like search engine optimization (SEO), pay-per-click advertising (PPC), or social media marketing can significantly boost visibility and customer engagement. AI can also play a transformative role, from chatbots that provide 24/7 customer service to predictive analytics that forecast sales trends and optimize inventory management.

Related: If Your Business is Not Tech, Maybe it’s Too Late

2. Skill development and training

Invest in training programs that equip the existing workforce with new skills, be it digital literacy, modern machinery operation or customer service in a digital age.

Showcase growth opportunities within the industry to appeal to younger generations. Highlight the blend of traditional expertise and modern innovation in your business, making it an attractive workplace for both seasoned professionals and fresh talent.

Related: Forget Retirement. Baby Boomers Are Looking to Franchising to Stay Active.

3. Explore new revenue streams

If you’re a manufacturer with decades of experience, consider offering consultancy services. Your expertise in the industry can guide newer entrants or businesses looking to optimize their operations.

Explore related products or services that cater to your existing customer base. For instance, a textile manufacturer could venture into sustainable or tech-integrated fabrics.

4. Leverage deep community roots

Organize events that not only promote your business but also provide value to the community. Workshops on DIY home improvements, for instance, can draw customers to a hardware store.

Partner with local businesses for joint promotions or events. A construction business could collaborate with local suppliers for a home renovation seminar, benefiting both parties.

Related: 4 Ways Millennials and Baby Boomers Make the Dream Team

5. Financial and strategic overhaul

Given the economic challenges, consider debt restructuring to manage liabilities better. This can involve negotiating with creditors for better terms, consolidating loans, capital repayment loans changed into interest-only loans, or converting short-term liabilities into long-term ones to improve liquidity.

Consider seeking a business partner with complementary skills or even selling a stake to an investor. The right partner can infuse not just capital but also innovative ideas and strategies to rejuvenate the business.

Incorporating these strategies into a comprehensive revival plan can position baby boomer-owned blue-collar businesses for success in today’s challenging landscape. Baby boomer entrepreneurs have a wealth of experience. They’ve seen economic downturns, interest rate hikes and even health crises of the past. Drawing from these experiences while adapting to the unique challenges of today is crucial. For instance, during past inflationary periods, businesses adopted lean operations, focused on core competencies, and built strong supplier relationships to hedge against price volatility. These strategies can be revisited and adapted for today’s challenges.

The silent crisis faced by baby boomer-owned businesses is real. With the right approach and strategies, though, these businesses can not only survive but thrive, ensuring their legacy continues for generations to come. As we move forward, it’s essential to recognize the value these businesses bring to our economy and support them in their journey.

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