Well, we survived the election. More importantly, they aren't still counting votes. Much better than last time.

Unfortunately, it means I've noticed all the Holiday commercials which started airing the day after Halloween. Oh well.

In our little corner of reality, the latest wave of the Boomer Marketing Report is back from the field and the data is being analyzed. The Report should be published later this month.

Also, our first industry report is now ready for sale. Titled "50 Things Every Retailer Needs to Know About Boomers Over 50," this report provides information on the key statistics and data a retailer needs to know, and the resulting implications for your retail marketing efforts.

We also have some news to report. Seems some retailers are figuring out the importance of older Boomers. Read Honky Tonk Women to learn about the Gap's new initiative.

We also update you on the progress of the Experience Corps in Waiting On a Friend.

Lastly, we're sharing a finding from the latest wave of the Boomer Marketing Report in our Boomer Factoid of the month.

As usual, if you have a thought or two to share, send it in. Just drop us a line.

Matt Thornhill
The Boomer Project

After months of reading every research report we could find, plus conducting our own research, we realized there's a gap between the data available and some actionable information.

Plus, we rarely see any interpretation of what it all means for marketers.

Not any more. This Report, the first in a series, organizes and presents the critical information we think you should understand about Boomers over 50, and then provides key insights as to what it could mean for your retail business.

This Report will provide you with what a retailer -- big or small -- needs to know about Boomers over 50. Plus, it will arm you with ideas, strategies and tactics to make your marketing effort targeting this group more successful.

"50 Things" is organized this way:

1-15: 15 Things You Need to Know About Who They Are

There are demos and there are demos. Which ones are important? Which ones have meaning for a retail business?

16-30: 15 Things Boomers Over 50 Want Out of Life

As they grow older (and hardly age), how are Boomers thinking? What's important in their lives? How do they view the world? What does this mean for you, a retailer?

31-35: Five Things Boomers Over 50 Want Out of a Retail Experience

How should your approach to merchandising and organizing the retail experience evolve to accommodate older Boomers?

36-50: 15 Ways to Better Connect with Boomers Over 50 in Your Advertising

Knowing who they are, what they want out of life and what they want from a retail experience still isn't enough. You also need to better understand how they look at advertising and marketing. They process information differently now than when they were younger. As a result, your messages need to change.

Bonus: Five Mega Trends for Boomers Over 50

What macro issues will shape Boomers over 50 over the next two decades? How might those issues affect the retail industry?

Bonus: Ten Industries Boomers Will Transform (Again)

Every step along the way, Boomers have transformed industries and categories. They are poised to do it again as they reach their highest income levels and greatest net worth. Which industries are up next to get "boomerized" -- again?

Buy the Report today for $50.00 online here.

All they have shared so far is this press release.

It makes you wonder, though.

Where have women over 35 been buying clothes before Gap had this insight?

Nonetheless, we take this as a good sign. Finally a mainstream marketer is realizing that the future growth in their business isn't going to come from gaining more 18-24 year olds, but by attracting more 35-54 year olds (and older).

In fact, the US Census projects that the 50+ age group will grow by 70% over the next 15 years. No other segment will grow by more than 10%. David Wolfe, in his book "Ageless Marketing" warns marketers to "expect no sales growth in this decade among 25-44 year olds because they're shrinking by 4.3 million people."

Seems "Gap" is more than the name for a store. It's the difference between a demographic group that's growing in size versus one that is shrinking.

So as they say in England: Mind the gap.

Let's say you're a marketer targeting Boomers over 50 and you are looking to support a non-profit for your cause-related marketing program. Then you better learn more about Experience Corps.

Because that's where Boomers will flock.

First, the info about Experience Corps, from their site: "Experience Corps was launched in 1995 with three goals: to channel the talent and energy of growing numbers of older adults into public and community service; to provide significant benefits for the older Americans who participate; and to achieve real outcomes in the community.

"Now in 13 cities, Experience Corps works to solve serious social problems, beginning with literacy. Today more than 1,500 Corps members serve as tutors and mentors to children in urban public schools and after-school programs, where they help teach children to read and develop the confidence and skills to succeed in school and in life.

"Research shows that Experience Corps boosts student academic performance, helps schools and youth-serving organizations become more successful, strengthens ties between these institutions and surrounding neighborhoods, and enhances the well- being of the volunteers in the process."

Sounds great. How's it relate to Boomers, you ask?:

Well, older Boomers are starting to look for ways to give back to their community. And they're looking for something that will enable them to make their own mark. Experience Corps could be a good starting point.

You can get a better understanding of the opportunity by reading a fascinating and thorough report called "Reinventing Aging: Baby Boomers and Civic Engagement," by the Harvard School of Public Health and Met Life. The report can be found here.

Then contact the folks at Experience Corps: 202-478- 6190. Tell them we gave you their number.