Fleishman-Hillard is the first global PR firm to offer a U.S.-based practice group that is exclusively dedicated to helping companies build powerful relationships with the men and women of the baby boomer generation.
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Carol Orsborn, chief blogger and FH Boom thought leader, is pleased to share with you an excerpt from: BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman (Amacom Books, Fall of 2006, by Mary Brown and Carol Orsborn, Ph.D).
Read it here.
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Top News From Today's "Boomiverse"
Lincoln CEO says baby boomers remain big focus of sales
Lavonne Kuykendall
MarketWatch
Nov 1, 2006
Overview: Due to boomers outliving their parents, companies such as Lincoln Financial are capable of a large sale increase by targeting boomers.
Top News From Today's "Boomiverse"
Retiring baby boomers not all 'Great Gatsbys'
Piero Rivolta says if developers focus on $2 million-plus condos, "people will go elsewhere."
Stephen Frater
Herald Tribune
November 3, 2006
Overview: Stephen Frater suggests that not all condo developers believe boomers will be spending big on housing and how this may impact the Florida housing developers and market.
http://www.heraldtribune.com/apps/pbcs.dll/article?AID=/20061103/BUSINESS/611030566
Top News From Today's "Boomiverse"
Smooth sailing for markets until 2010, then ... 'look out'
The author of "The Great Boom Ahead" sees stocks soaring until the influx of retiring baby boomers starts to take a toll.
Neal St. Anthony
Star Tribune
November 03, 2006
Overview: This article concentrates on the projected decline of the stock market when boomers eventually retire. In addition, Anthony reports on the decline in real estate prices and whether or not that decline is here to stay.
http://www.startribune.com/1069/story/787330.html
Top News From Today's "Boomiverse"
Chadwick Martin Bailey Releases Baby Boomer Research
Business Wire
November 7, 2006
Overview: According to survey results from Chadwick Martin Bailey and Arnold Worldwide, the boomer generation should be divided into five subgroups for strategic marketing: "Status Seekers, Traditionalists, Blue Collar Skeptics, Activists and Achievers."
Top News From Today's "Boomiverse"
The forgotten middle-aged male
Dale McFeatters
Scripps News
November 08, 2006
Overview: McFeatters shares his point of view about the article written by Suzanne Vranica on November 5, 2006 edition of the Wall Street Journal. He notes that while boomers have money to spend, male baby boomers are holding on to their money.
In a Newsday column today titled Pelosi’s Position is a Start, the writer makes great points about Nancy Pelosi’s coming to power as the first woman speaker of the house – as she says “two heartbeats away from the Presidency.” I agree with the writer that this wouldn’t be such a high point of conversation if women were already accepted as true equals … the exception should be the rule.
Top News From Today's "Boomiverse"
Editorial: A grumpy old man describes a life In the boom times
Neil Mitchell
Herald Sun
November 9, 2006
Overview: Mitchell shares his belief that boomers have "spent their first half of their adult lives dedicated to excess, independence, freedom and loud music," and have spent the second half of their lives setting rules that everybody else should follow.
http://www.news.com.au/heraldsun/story/0,21985,20725320-5000117,00.html
Top News From Today's "Boomiverse"
Boomers: A great focus for your business
Rhonda Abrahms
USA Today
November 10, 2006
Overview: Abrahams reports that companies should target boomers as both consumers and employees. When targeting boomers as consumers, Abrahams shares the latest spending trends that include: “healthcare, travel, appearance, second homes, their own businesses, retirement communities, assisted living facilities and nursing homes.” And when targeting boomers as employees, Abrahams reports that boomers are knowledgeable and have a great deal of experience to contribute to companies. Additionally, Abrahams gives specific tips for marketing to boomers as consumers or employees such as "Target Boomers in your help-wanted ads. Indicate that you value workers of all ages. Be open to older applicants.”
http://www.usatoday.com/money/small business/columnist/abrams/2006-11-10-boomers_x.htm
Top News From Today's "Boomiverse"
TV Land Aims to Tap Into the George Foreman in Everyone
Elizabeth Jensen
New York Times
November 13, 2006
Overview: TV Land will market to boomers with programming that is centered on “having second careers and changing lifestyles” like their new pilot “Family Foreman” staring the retired boxer and grill creator, George Foreman.
Top News From Today's "Boomiverse"
A CONVERSATION WITH -- Robert N. Butler
Focusing on the Issue of Aging, and Growing Into the Job
Claudia Dreifus
The New York Times
November 14, 2006
Overview: Dr. Butler, the founder of the Department of Geriatrics at the Mount Sinai School of Medicine in New York and leader of the International Longevity Center, believes that “we need to be thinking differently about aging." Additionally, he shares his view on boomers and states that “boomers could become a strong public group by virtue of their size. They have political experience and they may use it to create change."
http://www.nytimes.com/2006/11/14/science/14conv.html?_r=1&oref=slogin
Top News From Today's "Boomiverse"
Cable Network Adds Original Programming to Cater to Me Generation
Andrew Hampp
Advertising Age
November 15, 2006
Overview: Hampp reports on TV Land’s new lineup designed specifically for boomers. TV Land is calling the boomer generation the “Me Generation” and will even feature a show with George Foreman, “the boomer icon."
In the November 14, 2006 online New York Times reporter Claudia Dreifus reports on illuminating discussion she had with Dr. Robert N. Butler founder of the Mount Sinai School of Medicine Department of Geriatrics in New York and author of a recent report titled “Ageism in America.” Dr. Butler is about to turn 80 and as he says is fortunate to be “fairly vigorous” and with financial resources. One aspect of his study looks at us boomers and how we might fare if health discrimination and individual safety during national emergencies isn’t addressed.
Continue reading "Ageism in America: Health discrimination and national emergencies" »
Top News From Today's "Boomiverse"
Baby boomers have mixed feelings on postwar Japan
The Daily Yomiuri
November 16, 2006
Overview: A Yomiuri Shimbun survey found that while Japanese boomers supported postwar Japan, they miss the social interactions between family, friends and communities.
In their growing collection of 70,000 boomer “Life Dreams,” Eons.com, a new web site for people 50 and over, reveals that nearly half of the top 100 goals boomers want to accomplish on their way to living to age 100 center around travel. Not passive travel either – adventure travel, multigenerational travel, experiential travel, meaningful journeys.
Top News From Today's "Boomiverse"
Retirement? What retirement? Baby boomers are leaving the corporate world behind and jumping into business for themselves
Christian L. Wright
The Globe and Mail
November 17, 2006 (Originally published in the New York Times on November 14)
Overview: This reporter writes about the growing popularity for baby boomers to start their own businesses instead of retiring. She focuses on Kathy Charlton as an example of someone who left a corporate job to start her own company.
http://www.nytimes.com/2006/11/15/business/smallbusiness/15second.html
Top News From Today's "Boomiverse"
Boomer Greed
Arnold Ahlert
New York Post
November 18, 2006
Overview: Ahlert states his opinion that one of the reasons why the American society is hurting is due to "boomer greed."
Top News From Today's "Boomiverse"
Don't Box Boomers In
Baby Boomers have a strong online customer presence, but companies must pay attention to factors aside from age to get the full picture of this cohort.
Jessica Sebor
CRM Magazine
November 20, 2006
Overview: Sebor reports on study results from Jupiter Research. The report “Demographic Profile: Baby Boomers Online” suggests that boomers are using the internet just as often as non-boomers and for the same things (product purchasing, research, etc.). Factors such as income level and health status, have a large impact on online activities amongst baby boomers. Additionally, Sebor urges companies to pay particular attention to these specific factors when targeting their customers.
http://www.destinationcrm.com/articles/default.asp?ArticleID=6510
Top News From Today's "Boomiverse"
Eight words never to say to a baby boomer
Susan Felt
The Arizona Republic
November 21, 2006
Overview: Felt reports on the presentation from Chuck Underwood (owner of Generation Imperative) during a national meeting of public transportation managers. Underwood suggests that boomers are a generation viewing themselves as forever young and terms that may suggest otherwise should be avoided. He uses AARP as an example of an organization that has adjusted both their marketing strategy and name to fit the boomers’ perception of their generation.
Top News From Today's "Boomiverse"
Boomers Set to Shake-Up Housing Market, Again
Cheryl Corley
NPR: Weekend Edition – Sunday
November, 26 2006
Overview: Cheryl Corley reports on how boomers will change the housing market and includes interviews with Frank Anton (CEO of Hanley Wood, LLC) and Timothy McCarthy (Managing Director of Traditions of America).
http://www.npr.org/templates/story/story.php?storyId=6539948
Top News From Today's "Boomiverse"
YouTube makes the move on TV's "old rich people"
Jeremy Reimer
Arstechnica.com
November 27, 2006
Overview: Reimer reports that YouTube is a popular place for boomers and suggests that this trend impacts how marketers and advertisers target this significant age group. Specifically, Reimers shares, “Nielsen/Netratings found that 55 percent of YouTube users were between the ages of 35 to 64.” And when looking at YouTube’s visitors, “38.4 percent of visitors' income bracket at below $60,000, with 61.6 percent earning above that figure.”
Top News From Today's "Boomiverse"
Single boomers seek love on their terms
Megan Finnerty
The Arizona Republic
November 29, 2006
Overview: According to Finnerty, “Of the nearly 82 million baby boomers in America, a third are single.” But being single is no longer deemed as a weakness to boomers as they redefine what it means to be happy. With money and health on their side, boomers understand that companionship and enjoyment can take a myriad of forms other than marriage.
Top News From Today's "Boomiverse"
Golden Gadgets
Douglas Waller
Time
December 4, 2006
Overview: Waller reports on the upcoming innovative health care related products designed for the aging population. Waller writes “Consider this: in the next 10 to 20 years, 78 million baby boomers in the U.S. will reach ages when health care is a worry. That sizable number--and the billions of dollars it represents in potential sales--has sent companies scrambling for technology to help seniors cope with the infirmities that come with aging while maintaining their autonomy.”
http://www.time.com/time/generations/article/0,9171,1562948,00.html
If you had asked us twenty years ago what we expected we would be doing professionally two decades hence at our current well-seasoned ages, we would never have guessed launching a blog about marketing-to-boomers in our leadership roles with one of the globe’s largest public relations agencies. (Of course, that’s a trick answer, as blogs didn’t exist twenty years ago!)
Continue reading "Crack Open the Champagne: We’re Blogging!" »