• ENGAGE:BOOMERS
    Call Me 'Boomer'
    Language in the mature market space can be a minefield, with words like "senior" and "aging" getting a strong negative response.
  • ENGAGE:BOOMERS
    Boomers & Politics
    I can't help but think that as a generation we are blowing it. Politically. We now have two candidates - squarely of the Baby Boomer generation and neither is talking about the aging of America. Why aren't we holding them accountable for that? Why hasn't the generation that created a "movement" for every cause taken up the cause of our own aging?
  • ENGAGE:BOOMERS
    The Golden Age Of Silver Consumption
    "Old is the new young." Is this one of those catchy but, ultimately, meaningless advertising slogans? Far from it. The 60-plus age group is going to be the most important consumer growth market over the next 15 years, generating more than one-third of global consumption growth.
  • ENGAGE:BOOMERS
    Women STILL Hate Wall Street - Just When They Need It Most
    Many years after some of the nation's largest financial services firms set out to win business from Boomer women, we're still in a spot where little has actually changed. Like a chauvinistic boss who thinks his resistant female employees will finally respond if he just keeps trying, the industry's attempts to charm women assumes that simply wanting to succeed will get them to respond differently. Well, it hasn't worked.
  • ENGAGE:BOOMERS
    Adult 2.0-Going for Gold After 50
    At age 47, I was inspired by athletes in the 2010 Winter Olympics to play ice hockey, a sport I'd given up seven years earlier after breaking my leg. A series of concussions forced me to quit again at age 50, but my passion for sports and competition remained intact, and I'm eager to find inspiration for taking up a new sport while watching the upcoming Olympics.
  • ENGAGE:BOOMERS
    Have We Overrated The Millennial Consumer?
    Last year, it was reported that advertisers spend a whopping 500% more targeting millennials than all other age groups combined. But what if the advertising industry targeted the wrong demographic?
  • ENGAGE:BOOMERS
    How To Connect With Baby Boomer Women, Part II
    Men and women are as different "shop-ologically" as they are biologically. What's important to men is typically not important to woman. In addition, keep in mind that women don't buy brands; they join them. Think about the things we join - clubs, political parties, organizations, even religions; they are the institutions in our lives that really matter. The ones we stick with through thick and thin. The ones we cherish and value.