One of the more memorable images
that emerged from the presidential candidates’ debates was Mitt Romney’s
binders full of women. While that may have appeared tacky to some of you, it
didn’t surprise me. When I was in Marketing at Colgate-Palmolive, we had
binders full of MBAs looking for internships. Of course, that was back in the
1980’s.
It turns out that this resource
device, though antiquated, is not limited to women and MBAs. There are also
binders full of seniors at that paragon of American retail, Walmart. Back when
they decided to hire the elderly (now defined as anyone 65 or older) as
“greeters,” they hit a brick wall with their sourcing efforts. The word went
out to the local AARP and Gray Panthers: “Bring
us binders full of seniors.”
The letter that was sent listed qualifications seniors needed to have in order to make the
cut. “Must look good in blue” was the first criterion. “Able
to maintain balance on three-legged stool” and “Able to hold their
water for at least four hours at a time” were also up front on the list. “Have sufficient
dexterity to tie their own smock or pinny” and “No hearing aid needed” were
listed as “preferred skills.”
The Walmart binders of seniors had
several tabs to organize the material and these varied according to the area of
the country. In the South, there were tabs for men named Billy Bob and Jessie
Joe and for women named Sue Ellen and Betty Grace. Those in New England had
tabs labeled Chip and Muffy. One universal tab read: “Speaks more than one
language.” In most areas, there were only a few sheets behind that one.
Now that Walmart has cut back on
its greeting service, it’s selling its binders of seniors to other entities.
One of the first organizations to open its wallet for this so-called asset was
the National Association of Velcro Manufacturers and Distributors (NAVMAD),
whose wallet has a Velcro closure, BTW. Apparently, they plan to mine the pages
for consumer research on new ways to hook seniors on that miracle invention.
Volunteers in Service to America
(VISTA) has also expressed interest in the binders. They claimed that Walmart
paid so little it was like volunteering anyway. Adopt-A-Grandparent toyed with
getting them, but they need seniors who can use smart phones. The Walmart
binders are a bit thin on that criterion. The Service Corps of Retired
Executives (SCORE) looked into acquiring the binders. Sadly (or perhaps
mercifully), they found very few executives among Walmart’s pinny-hopefuls.
Speaking of scoring, one group that
was particularly happy to have access to binders full of seniors is the
Sisterhood of Boca Raton Widows. Not surprisingly, they jettisoned all the
papers for female Walmart greeters. Likewise for any married gentlemen.
Although that left a pretty thin binder, the Sisterhood feels it’s a better way
to find available men of a certain age than hanging out at the cemetery gates.
The Brotherhood of Boca Raton
Widowers, on the other hand, was looking into whether Romney was willing to
share his binders full of women. No word on Romney’s response, but one of his
Florida campaign staffers was rumored to have floated the idea of trading “a
page for a vote.” Fortunately, that idea fell on deaf ears. Something about it being
at risk of becoming a three-ring circus…