Boomers in the News -- Viva the Vital
In November 2007 we began a new Op/Ed series called "Viva the Vital" which is running initially in the Richmond Times-Dispatch, a Media General property.
We are now syndicating the column across the country. If you know of a newspaper or Web site interested in publishing this bi-weekly 750-word column, please contact us.
Here is the initial column, which sets up the series:
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November 1, 2007
What a Long Strange Trip It's Been - and Continues to Be. Viva the Vital - an Op/Ed series on Boomer-related issues. What will drive Boomer behavior for the next 40 years? The quest for "vitality" in five key aspects of life. Read the article. (PDF) |
Here are the other columns, in order (scroll down to read the most recent):
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November 15, 2007
This Isn't Your Father's (Or Mother's) Retirement. Viva the Vital - an Op/Ed series on Boomer-related issues. The future for most Boomers doesn't look like it includes a gold watch and a daily stroll on the beach in Florida. Read the article. (PDF) |
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November 29, 2007
Will Boomers Make 60 the New 60? Viva the Vital - an Op/Ed series on Boomer-related issues.Boomers will change forever what it means to be 60. Just like they've changed so many other things in society. Read the article. (PDF) |
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December 13, 2007
Who Are We and How Are We Aging. Viva the Vital - an Op/Ed series on Boomer-related issues. The Older Dominion Project has answered The Who. Now we're focusing on the what, when, where and how.Read the article. (PDF) |
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December 27, 2007
Boomers Create a New Image for Life's 'Dessert Stage.' Viva the Vital - an Op/Ed series on Boomer-related issues. Boomer grandparents are a new breed of grandparents who not only want to spoil their grand kids - but cherish, teach and invest in them. Literally. Read the article. (PDF) |
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January 10, 2008
Wired to Work, "Me Generation" Volunteers in Record Numbers. Viva the Vital - an Op/Ed series on Boomer-related issues. The 'what's in it for me generation' wants to give back in more significant ways, benefiting others as well as themselves -- and changing forever what it means to volunteer in America. Read the article. (PDF) |
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January 24, 2008
Boomers Get Caught in Parent Trap. Viva the Vital - an Op/Ed series on Boomer-related issues.Nearly one-third of boomer adults in the U.S. have major communication obstacles with their parents that is rooted the continuation of the parent child role. Home Instead Senior Care has launched the “40-70 Rule” and a new Web site, 4070talk.com, an information packed program designed to help adult children and their aging parents deal with those sensitive topics that often make conversations difficult. Read the article. (PDF) |
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February 7, 2008
Boomer Women Are Headed to Mars, Men to Venus. Viva the Vital -- an Op/Ed series on Boomer-related issues. These days Boomer women are less confident in the prospects for the U.S. economy than Boomer men. Is this a generational thing, or a male/female thing? One thing is for sure, as women pass through menopause, they change, reflecting more masculine traits, according to psychologists and social scientists. Men, as they pass 55 and older, reflect more feminine traits. Read the article to learn what this could mean for business and society. Read the article. (PDF) |
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February 21, 2008
What a Difference a Day Makes. Viva the Vital - an Op/Ed series on Boomer-related issues. Marketers target messages at 18-49 year olds, and at 25-54 year olds. What happens to consumers on their 55th birthday? They disappear and are no longer relevant. As if. Read the article. (PDF) |
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March 6, 2008
Learn to Bridge the Communications Chasm. Viva the Vital - An Op/Ed series on Boomer-related issues. Boomer parents are now out of the communications loop with their texting teens and college aged kids. Can the gap be closed, or are we fast becoming the next dinosaurs? Read the article. (PDF) |
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March 20, 2008
Boomers Search for the Wisdom in Faith. Viva the Vital - An Op/Ed series on Boomer-related issues. Research on older consumers and how their brains functions might provide some insights as to why older Boomers are re-embracing religion and spirituality as they age. Read the article. (PDF) |
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April 3, 2008
Boomers Can Live by a Timeless Philosophy. Viva the Vital - An Op/Ed series on Boomer-related issues. While generational differences are plentiful, there are some things that are timeless and cut across all generations. This article shares a philosophy of life that is truly intergenerational. Read the article. (PDF) |
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April 17, 2008
Events Shared During Youth Help Shape Each Generation. Viva the Vital - An Op/Ed series on Boomer-related issues. The foundation of all generational differences are the unique experiences shared during the "coming of age" years of 10 to 20. This piece discusses some of the generational differences created by those different events. Read the article. (PDF) |
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May 1, 2008
Boomers' Political Influence Emerges Slowly Viva the Vital - An Op/Ed series on Boomer-related issues. One would think the largest, most influential cohort would dominate the political landscape in America, but it is too large, too diverse and too different to be on the same page. Read the article. (PDF) |
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Read About Us in the Media
When we started the Boomer Project some three years ago we decided our mission would be to answer the second question marketers would be asking about aging Boomers: "How do we market to Boomers today?"
The first question, of course, is: "Why do we need to target Boomers anymore?" We thought then that the media would answer that question for marketers.
Little did we know that the media would do such a remarkable job of focusing on this topic.
Take a look at the Media Coverage since 2003.
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