No Charge, No Obligation Resources
Here are three free "white papers" you can download as Adobe PDF files. These will help you learn more about the Boomer opportunity. No charge, no obligation, no collecting of email address. Just click and keep.
- "Marketing to the Middle Age of Aquarius" -- the big picture view, identifying five major priorities for Boomers as they reach age 50 and beyond. (10 pages, last updated January 2006).
- "Retailers and Baby Boomers: Boom or Bust?" -- an article by Matt Thornhill appearing in Connected Retailer, a pubication sent to thousands of retailers across North America by NSB Group.
- "Easy Money" -- for retail organizations, this two-page article previews what is in our current research report "50 Things Every Retailer Needs to Know About Boomers Over 50."
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We're not the only ones on the scene. Here are some good resources to learn more about the behavior of Boomers over 50:
- "Wealth with Wisdom: Serving the Needs of Aging Consumers" -- From Deloitte Research, this new (January 2006) report provides their assessment of the importance of the 50+ consumer segment to several industries. Download it here.
- Second50Years.com -- A pay site that does a good job of collecting and organizing information useful to marketers trying to target the entire 50+ segment (not exlusively focused on Boomers).
- The Mature Market.com -- Based in France, this information resource reports on the latest and greatest news about Boomers and "mature marketing" from around the globe.
- MetLife Mature Market Institute: Demographic Profile of American Baby Boomers -- A free PDF download from this information resource for the financial services giant. If you're looking for facts and figures, this is a great document to get. Scroll half-way down the page to find it.
- MetLife Foundation and Civic Ventures: New Face of Work Survey -- This new report shows that most baby boomers want jobs now and in retirement that give them a “sense of purpose,” that improve life in their communities, and that help those in need. It is the first survey to ask those in their 50s (baby boomers) and 60s (pre-boomers) what type of work they aspire to, what they want to accomplish through this work, and why they want to do it. Previous surveys have shown that baby boomers plan to work, whether full or part time. Also check out Civic Venture's The Boomer’s Guide to Good Work, available here.
- Boomers: Towards a Higher Marketing Consciousness -- A long but informative article written by Brent Green, author of "Marketing to Leading Edge Baby Boomers." Brent runs a direct marketing agency in Denver and is fast becoming one of the experts in how marketers should be addressing the Me Generation. His firm, Brent Green Associates, is a resource available to clients of the Boomer Project who might need direct marketing expertise.
- AARP Research Center -- Long seen as the lobbying group for "seniors," AARP is focusing its energies on making sure it understands the mind-set of older Baby Boomers. To that end, there's plenty of research on older Boomers available online.
- Harvard Generations Policy Journal, Summer 2006 -- A new group, called the Global Generations Policy Initiative, has published a series of articles about the policy challenges inherent in the aging of Baby Boomers. The article "Baby Boomer Public Policy: A New Vision" by Paul Hodge, director of the Generations Policy Initiative, is worth a close read.
- Administration on Aging: Profile of Older Americans 2005 -- Department of Health & Human Services site with information and statistics on the changing demographics of Americans 50 and older.
- Congressional Budget Office Report: Baby Boomers' Retirement Prospects: An Overview -- From November 2003, this report presents an overview of the boomer retirement issue and summarizes the research that has been conducted in the past decade on the retirement prospects of aging Americans.
- Congressional Budget Office Report: Retirement Age and the Need for Saving -- New report on the plans for retirement by Baby Boomers and how much money they'll need to save to get there.
- Boomer Coalition -- a non-profit initiative founded by the American Heart Association and Pfizer Inc, with the support of the American College of Cardiology, Living Heart Foundation, America Online (AOL), Ticketmaster, celebrities, doctors and estates. Their goal is to reduce cardiovascular disease, or CVD.
- Aging Hipsters -- Folksy fun and information for and about Baby Boomers.
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If you want to know more about how the Boomer Project can help your organization, please contact us today.