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Buy our book, Boomer Consumer, today |
| Voted "Best of the Best" Business Books in 2007 by CORBIS.
Available and in stock online at Amazon.com, BN.com and at Barnes & Noble stores in major markets.

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| Can't Get Enough of that Baby Boomer Stuff? |
There's more. Oh, yes, there's much more.
On the Web:
Check out the Boomer Project Web site where we archive our published content and tell you how to line up Matt Thornhill and John Martin as speakers. We tweet: Follow us on Twitter.
Visit the Older Dominion Partnership, a Virginia-based consortium of businesses, not-for-profits, universities and government agencies planning 10 to 20 years ahead for the Age Wave of aging Boomers.
In the Boomer Consumer blog, we venture beyond the topic of marketing to Baby Boomers into Boomer finances, family structure, sociology and the science of aging. |
| About Us |
The Boomer Project offers the most thorough and up-to-date portrait of today's Boomer Consumer. How can we help?
We offer consulting to help companies and organizations develop their "50+ plan." If you don't have one, you better. It's the only demographic segment that will increase in size over the next decade, growing some 23% while the 18-49 segment stays stagnant (Census data, baby).
We also conduct on-site programs, where we educate your marketing and/or customer service personnel about how today's Boomer Consumers think, feel and respond to your messages. These day-long sessions include insights obtained from our on-going proprietary national research among Boomers.
Contact us to learn more about all of our services.
Email: info@boomerproject.com
Phone: 804.690.4837
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| July 9, 2009
News & Insights from the Boomer Project
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Dear John,
Dustin Hoffman's character in The Graduate was offered a one-word piece of advice for his future: "plastics."Today, the single word for opportunities in the future is "old." Anything and everything dealing with an older population is going to be the ticket to success. In fact, it is the only sure thing in this world. Today's Boomers, for instance, ages 45-63 this year, will be ages 65-83 in 2029. We guarantee it. There have been lots of news reports in recent weeks about the impact of our aging population, here in the U.S. as well as across the globe. In this issue, we'll focus on some of the new maketing realities for an older future. -- The Editors
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Slow-Burning Fuse
Think Global, Act Older
Let's start with the big picture, aging around the globe. It seems everyone is growing older, if not growing up.
The Economist issued a special report, "A Slow-Burning Fuse," on the colossal impact an aging population will have on economies across the globe in the future. Download it and make it required reading for anyone involved in long-term planning for your organization.
Since humans walked upright the population "pyramid" has had more young people at the bottom and few old people at the top. Two seemingly permanent changes and one "blip" have caused the pyramid to become more cylindrical.
First, people are living longer - much longer. Not just in developed countries, but worldwide. According to the latest UN data, the average life expectancy is 67 for the world and 78 for so-called rich countries. In 1900, it was around 30 and 50, respectively. Today the UN estimates that just under 11% of the world's 6.9 billion are age 60 and older. By 2050 they project that figure to double, to 22%, or 2.2 billion out of a global population of over 9 billion. In developed countries, one out of three will be over 60.
Here's where certainty comes into play: Every single one of those 2.2 billion people who will be over 60 in 2050 has already been born. Makes us recall Poltergeist, as in "They're here."
The second slap-me-and-call-me-Sally reason for the aging of societies is that people everywhere are having far fewer children. This is a recent emerging trend around the globe which has tremendous impact on the population composition locally and globally.
In the 1970s, women globally were having, on average, 4.3 children. Today the global average is 2.6, and only 1.6 in developed countries. It takes 2.1 children to replicate a population. By 2050, the UN predicts the world population will begin to level out.
Creating fewer young at the same time we have more old is changing, perhaps forever, well, everything. Put another way, this is all new territory for humans on this planet. So much for studying history, we're going to make a new history.
The "blip" magnifying the effects of lower fertility and greater longevity is the "baby boom" that arrived in most developed countries after World War II. In those countries, the "age boom" is already sounding and will grow in volume over the next 20 years as Boomers reach age 60 and beyond. But developing countries will experience the same aging shift in the following decades.
The Boomer Line: The report by The Economist provides a good starting point for companies and organizations to get smarter about the impact of global aging. The last sentence in the 14-page report puts it best, quoting demographer Ronald Lee from the University of California, Berkeley: "We don't really know what population aging will be like because no one has done it yet."
Sounds like opportunity to us.
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Longevity Bonus
A Well-Lived Life, Longer
One aspect of life we already see changing as a result of greater longevity is that the four stages of life - youth, young adult, midlife, and old age - are expanding to each be about 25 years long, rather than about 20 years.
Several years ago Ken Dychtwald of AgeWave observed that Boomers had begun to realize they would benefit from a "longevity bonus," living 10 to 20 years longer than previous generations. Dychtwald wondered how many would choose to take their "bonus" at the end of life, or would instead insert extra years into life along the way.
Our observation is that consumers of all ages have already added the "bonus" years into every stage of life. Now most would agree "youth" is from birth until around age 25. "Young adult" is the time from 25 to age 50. "Midlife" is 50 to 75. "Old age" is 75 and up.
Pew Research released a new study asking about "old age" and found that most Boomers see it as something that doesn't start until the mid-70s. Younger respondents, under age 30, say that "old age" begins at age 60. (Given that the typical advertising agency copywriter and art director is about 30, one can understand why most of the advertising targeting today's Boomer consumer misfires.)
The Pew study also reconfirmed some of our earlier national studies which found that most Boomers feel 10 or more years younger than they are. "Old age" really doesn't kick in until the warranty on the equipment starts to run out - and thanks to replacement surgeries, many worn out parts - knees, hips, even hearts - can be renewed, keeping us younger longer.
One interesting offshoot of the longevity bonus for Boomers is that we should have plenty of years left to set straight all we've put asunder. Here is a Viva the Vital column we wrote on this topic.
The Boomer Line: The longevity bonus will be maximized first by Boomers, showing the way for younger generations, and changing forever how one grows old. For marketers, it means don't for one second think that a 60-year-old is not an important target audience. They are far from being "done."
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Trends Home Sweet Home Forever
 The downside of a longer life is what happens at the end. In every study we see that asks about late life living, respondents of all generations want to grow old at home -- "Age in Place." After reading psychologist Ira Rosofsky's book, Nasty, Brustish and Long: Adventures in Old Age and the World of Eldercare, that's probably a good strategy. It be also be a necessary strategy if Boomers can't sell their homes. A new study from Harvard says there will be more 5.9 million more home buyers ages 25-44 in the coming years than when Boomers were that age. But there is also more housing inventory available now, and those younger buyers will likely have less money. So aging in place may make more fiscal sense than other options. Especially once Boomers figure out how to tap into their remaining home equity to fund their fourth quarter of life. MetLife recently published a report for financial advisors telling them how to use reverse mortgages and other equity-unlocking techniques to help older clients manage their money. The Boomer Line: The home will be where the action is -- for living, for growing older, for home-based health care, and for income using the equity (if any remains). Knowing this, what business opportunities open up? Plenty. | |
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