• The New Senior: One Size Does Not Fit All
    This year marks an exciting generational milestone - the youngest of the Baby Boomers turns 50 years of age. But they aren't necessarily celebrating. In fact, most don't even consider themselves to be "senior citizens," a term their grandparents used back in "the good ol' days" when turning 50 meant the beginning of the sunset years.
  • The New Senior: One Size Does Not Fit All
    This year marks an exciting generational milestone - the youngest of the Baby Boomers turns 50 years of age. But they aren't necessarily celebrating. In fact, most don't even consider themselves to be "senior citizens," a term their grandparents used back in "the good ol' days" when turning 50 meant the beginning of the sunset years.
  • Boomer Brain Fitness: A Fast-Growing Opportunity
    The idea that brain health and cognitive performance can improve with age is a trending topic and gaining steam among Boomers. Recent research shows that the brain maintains the ability to regenerate cells and wire new pathways as we age. This is relevant because today's Boomers want to work longer, tackle second careers, stay in their homes and remain independent. Losing cognitive ability will prevent anyone from enjoying his or her second act.
  • Ever Wonder Why Baby Boomers Don't Respond To Your Advertising?
    As people age, they typically move into the higher levels of personality development and become increasingly resistant to advertising. Having seen and listened to tens of thousands of ads over their lifetimes, it isn't likely that you are going to come up with an ad that a Baby Boomer views as startlingly original. We've learned doing the familiar in an unusual way, provided of course that the customer is qualified for and has a generic interest in the product for which the ad is being done, will increase the effectiveness of your ads.
  • Senior Living For The Next Generation: What's In, What's Out
    How does the senior living industry need to evolve to meet the needs of Baby Boomers as they plan for the next chapter in their lives?
  • To Tackle Sensitive Topics Like Medication, Reach Boomers On Mobile
    The past few years have seen the rise of mhealth, a new industry aimed at bringing new transparency and convenience to health care through the medium of the mobile phone. Much of the technology has been aimed at the "worried well," and primarily at a younger demographic.
  • Gen X Is 50; Are We Going To Call Them Boomers Now?
    I've written here before about whether "Boomer" is the best term to describe the midlife consumer. Over many years I've learned that using the word Boomer makes many people think "old" - hardly the right word to apply to people just turning 50.
  • What To Expect From Boomers In 2015
    Boomers were as relevant as ever last year. I predicted they would drive economic expansion, create jobs, become more important to mainstream brands, and continue to rejuvenate the face of 50+. They didn't disappoint.
  • Want To Connect With Baby Boomers? Be Authentic
    David Wolfe, author of "Ageless Marketing," tells the story of "Reader's Digest"'s efforts to increase readership. Back around 25 years ago there was a successful lifestyle magazine for the older crowd called "50 Plus." "Readers Digest" took notice of America's aging population and the beachhead that "50 Plus" had established in older markets and bought "50 Plus" from its founding owners.
  • Reaching The Boomer Through The Experience You Create
    I remember visiting my grandparents as a child for two weeks each summer. As I grew older, I watched them transition from their working days to retirement. At that time, the shift towards retirement often meant a slower pace of life, a casual retreat from social circles and carefully budgeted spending. Even though I now value those lazy days sitting on the front porch learning from my grandparents, I didn't realize that the journey they were on was transforming the experiences they would encounter for years to come. As consumers, my grandparents seemingly became virtually irrelevant to marketers of their ...
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