• by Nancy Shonka Padberg , September 17, 2012

People ages 47 to 66 turn to the internet on a daily basis for information on health, technology, politics, travel, books, pets and insert any topic here. Baby Boomers spend more time on line each month than Gen X or Gen Y, researching, connecting and spending more money. The Boomer consumer holds 70% of the U.S. disposable income, and 70% of them show up to vote.  Which brings me to the presidential election. There will be close to $200 million spent online the next 50 days to sway votes in the election.

My prediction is that not only will Baby Boomers determine the election, they also determine the success and change in their lives because they find the resources. Baby Boomers have lost jobs, have worked with various generations on the job, and have gone through many life changes. Here are several books Baby Boomers are using to make changes. And marketers, take note, these authors know how to connect, engage and influence the Baby Boomer about their career and health questions – both critical topics for this powerful consumer. 

The following authors address much about what the presidential election is near and dear to everyone’s heart – their pocketbook and their health:

Executive book for ages 50 + from social media to public social profiles, Bedlam to Boardroom by executive coach and author Colleen Aylward tells it like it is. It’s important to understand and embrace what the new employment landscape looks like for now and for the years ahead. Things will never go back to the way they were. The world is an online community now, and the future of a person’s employment status is highly dependent on their ability to adapt. 

Beyond Age Rage by media executive and author David Cravit. A war between the generations is happening in the work place. Is it the greedy Boomers refusing to get out of the way? Or the hapless Millennials struggling to find an identity and correct footing? There are clearly issues with crisis in jobs and in health care. The book is filled with facts, insights and ideas to mitigate generational conflict - perhaps you can relate to. 

Want to Be Happy? by author Peggy DiSalle was written because being happy is a choice, but along with choice some subconscious tweaks need to be made. Over the age of 45, changes start to happen; some are overwhelming, some are joyous. Baby Boomers have so much going on their lives as a caregiver, empty-nester, new career hunter, going through divorce, becoming grandparents -- this book provides the boost, ideas and goal-setting structure to empower the reader. 

The authors are in the right place and the right time with their books and message. The presidential campaign is about jobs, careers and health. I ask marketers if they are in the right place with their brand. Luxury cars and cruise lines cannot sell their products or services to Gen Y – yet we still see misguided online campaigns. The average Mac user is age 54, new car buyer age 56 and American Express holder age 57, per Agency Five-0, and they vote - those are facts that can’t be debated.