The Motivating Power of Generational Marketing and Baby Boomers
In the realm of marketing to older adults, vigorous debates arise about how best to construct advertising messages and frame offers in memorable and compelling ways.
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Iceland is Beckoning, Boomers.
I predict here and now that Baby Boomers, especially Americans, will in accelerating numbers travel to and through this mystifying land of fire and ice.
Continue ReadingA Hosting Odyssey on the WeEarth Global Radio Network: Boomer Future, Aging, Business, Marketing, Advertising, and Public Policy Thought Leaders
Amazing conversations awaken a stronger sense of where the Boomer generation is heading. Amazing conversations instill clarity, insight, motivation … even hope. Amazing conversations showcase the brightest minds in Boomer business, marketing and aging today. Thought leaders. Trendsetters. For nearly a year, I have been undertaking a radio host odyssey on the WeEarth Global Radio Network. Dovetailing my new book, the show is entitled Generation Reinvention: How Boomers Are Changing the Future. Guests on my show have included a remarkable…
Continue ReadingBoomers as Consumers, The New York Times, and the Value of Aging
“After 40 years of catering to younger consumers, advertisers and media executives are coming to a different realization: older people aren’t so bad, after all.” So goes the lead to a recent New York Times article about a marketing transformation underway. Suddenly the venerable newspaper has produced an article that unambiguously acknowledges what the marketing industry has been way-too-slow to accept: “older people,” namely Baby Boomers, are too lucrative to ignore even though over 80% of the generation has aged…
Continue ReadingBaby Boomers: The Entitled Generation, by Bill Keller, New York Times Op-Ed Columnist
Bill Keller, an Op-Ed columnist for The New York Times, painstakingly summed up his baby boom birth cohort as “The Entitled Generation.” This snippy criticism is typical of jeremiads written by and for Boomers to portray unseemly conclusions about the nation’s largest generation. So writes the columnist from on high, “We are an entitled bunch.” Keller’s views fall way short of balance. For example, while warning of and alleging future entitlement fund shortfalls to be imposed by the generation, he…
Continue ReadingObama vs Romney: strategies to capture critical Boomers+ in battleground states
Middle-aged and older adults living in battleground or "swing states" represent 41.90 percent of the population in those states. So the 2012 presidential contest may swing on choices made by undecided Baby Boomers and older voters in just ten states. Battleground states include Colorado, Nevada, New Mexico, Iowa, Wisconsin, Ohio, Pennsylvania, New Hampshire, North Carolina and Florida. (This is a dynamic list and changes with voter polls, political gaffes and sometimes the wind.) Swing states are critical to the outcome…
Continue Reading2012 LOHAS Forum: Where Boomer Mentors Shared Wisdom with Younger Generations
LOHAS is an acronym for Lifestyles of Health & Sustainability, a values-driven consumer cohort identified in the late 1990s. Consumers described as LOHAS are passionate about sustainability, health and wellness, personal development, resource conservation, corporate responsibility, social justice, and natural and organic products. They annually purchase $350 billion in goods and services worldwide. Early adopters by nature, LOHAS consumers shop for energy-efficient electronics, green household products, natural personal products, organic foods, hybrid automobiles, green building products, socially responsible investments, and…
Continue ReadingGender and Generational Hallmarks Influencing Boomer Men
Middle age, edging toward old age, presents many unique challenges for men, and these momentous changes—biological, social and cultural—become greatly magnified when around 5,500 men cross the threshold of 50 every day. For nineteen years, beginning in 1996 and until 2015, roughly two million men can be expected to traverse annually the journey across the age 50 horizon. Being 50-something and beyond can be viewed, in a sense, as an enormous population of men experiencing the same life stage at…
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