Your parents think it's cool
Yes, expanding your customer base to a new generation is great. Unless, of course, your brand is founded on the needs of a specific generation. Consider Facebook.
I can tell you the exact moment when Facebook stopped being cool for me. It was the day that I got a friend request from my wife's dad. Later that month, both of my own parents joined. Don't get me wrong. I'm not too cool for my family. In fact, I have a personal rule that prevents me from hiding posts from any family member (which can get -- interesting). I love interacting with my family on Facebook. But such family-friendly activity certainly demotes the social media giant into the same coolness category as Crock Pots and "Burn Notice."
And it's not just me. In April, an ABC News and Washington Post poll revealed that Facebook is viewed as "unfavorable" by three times as many people as Google and two times as many as Apple.
How to make it cool again
You don't. You just have to roll with it and stop trying to market yourself as the hippest thing since handlebar mustaches.
In the case of Facebook, as a user, you'll just have to seek your non-parent coolness elsewhere (try Snapchat). Facebook is a gigantic, profitable machine that continues to effectively stay on the bleeding edge of online technology as it revolutionizes social interaction. Facebook's goal has always been popularity, and it's winning that game rather effectively. Naysay all you want, but you have to admit that Facebook works pretty well most of the time considering that everybody you know is on it right now. Including your parents.