Top News From Today's "Boomiverse"

For Baby Boomers, The Job Market's Even Worse
Marilyn Geewax
National Public Radio
May 2, 2010

Overview: “For many baby boomers, the labor market remains especially tough. In this recession, the unemployment rate for people 55 and older hit 7.2 percent, the highest level ever recorded in the post-World War II era for workers in this age group.
http://tinyurl.com/35owa5h

Frugality among consumers is outliving recession
Jeannine Aversa and Bernard Condon
Associated Press
May 2, 2010

Overview: “Scott Hoyt, senior director of consumer economics at Moody's Economy.com, notes that baby boomers, in particular, enjoyed spending sprees for most of their adult lives as their assets steadily grow.”
http://tinyurl.com/2d38je5

Elderly fight stigma of depression
Rick Ruggles
Omaha World Herald
May 2, 2010

Overview: Dolores Zachow “is among the depressed elderly, a population that probably will grow considerably over the next 10 years as baby boomers age. … Depression in the elderly can be a challenging diagnosis, because they might be less open about their sadness, and other medical conditions tend to dominate their care.”
http://tinyurl.com/37mmvml

Upcoming Boomer/Mature Market Workshop: Marketing to Boomers and Beyond
Friday, May 14 in New York City, boomer and mature marketing experts including Jerry Shereshewsky, Tom Mann, Adriane Berg, Dr. Elaine Lyons and Ken Lyons, and others, will reveal new insights and research, including how to develop successful mature market strategies in the current economic climate. For a complete list of speakers, workshop schedule and to register for the event, visit: http://www.beyondboomers.com/workshop.html

Top News From Today's "Boomiverse"

Job Forecast: Boomer Retirees in Demand
Carla Fried
CBS MoneyWatch.com
May 4, 2010

Overview: “Baby Boomers who want to ease into retirement over the next decade with a post-career period of a reduced work load may find plenty of opportunity to do just that. A parsing of employment and demographic trends between 2008 and 2018 concludes that Boomer retirees who want to keep working will likely be in demand.”
http://tinyurl.com/29n3yes

Early Retirees Get $5B Boost from White House
Associated Press
May 4, 2010

Overview: “Trying to entice cost-weary employers to keep providing medical coverage to early retirees, the Obama administration is making $5 billion available until the safety net of the new health care law is in place.”
http://tinyurl.com/2wumkeo

Car Buyers Depend on Expert Online Content
eMarketer
May 4, 2010

Overview: “Nearly three-quarters of US Web users polled by About.com said they would research online before buying a car, rating their likelihood 1 or 2 on a scale from 1 to 5. About.com’s sample was weighted toward older users, suggesting that online boomers and seniors also conduct automotive research on the Web.”
http://tinyurl.com/2b9t56z

Can Even A Great Ad Campaign Make People Rethink 'Depend'?
Stephen Reily
Engage Boomers
May 3, 2010

Overview: “The Depend brand, owned by Kimberly-Clark, recently launched a new set of television and print ads. Ad agency JWT NY made versions for men and women.”
http://tinyurl.com/28n9g3j

Special Note to Readers:
Upcoming Boomer/Mature Market Workshop “Marketing to Boomers and Beyond”
FH Boom to Blog From Event
Attention readers: Friday, May 14 in New York City, boomer and mature marketing experts including Jerry Shereshewsky, Tom Mann, Adriane Berg, Dr. Elaine Lyons and Ken Lyons, and others, will reveal new insights and research, including how to develop successful mature market strategies in the current economic climate. For a complete list of speakers, workshop schedule and to register for the event, visit: http://www.beyondboomers.com/workshop.html

Top News From Today's "Boomiverse"

Are 20-Somethings Hard To Work With? Nope, It's Just You
Lori Murray
Forbes
May 4, 2010

Overview: “For the first time in American history, four generations are working side-by-side in the workplace. Each generation has its own set of values, ideas and styles and these differences can lead to misunderstandings and, occasionally, conflict. But there are some simple steps that employees can take to foster better communication within an age-diverse workplace.”
http://tinyurl.com/2aam7vu

New frugality for many may outlive recession
Bernard Condon and Jeannine Aversa
Associated Press
May 4, 2010

Overview: “Even as the economic recovery plods ahead, many American consumers are refusing to come along. They're not spending freely — and they have no plans to.”
http://tinyurl.com/29whvqr

Special Note to Readers:
Upcoming Boomer/Mature Market Workshop “Marketing to Boomers and Beyond”
FH Boom to Blog From Event
Attention readers: Friday, May 14 in New York City, boomer and mature marketing experts including Jerry Shereshewsky, Tom Mann, Adriane Berg, Dr. Elaine Lyons and Ken Lyons, and others, will reveal new insights and research, including how to develop successful mature market strategies in the current economic climate. For a complete list of speakers, workshop schedule and to register for the event, visit: http://www.beyondboomers.com/workshop.html

By Stephen Reily, VibrantNation.com Founder

While marketers acknowledge the buying power of Baby Boomers, they continue to define them as a demographic niche from the 1960s. Can you accurately identify the brands that Vibrant Boomer women love the most?

Last week Ad Age columnist Judann Pollack ran an entertaining and thought-provoking column called "The 15 Biggest Baby Boomer Brands."

Here are the 15 brands Pollack listed:

1) Levi's
2) Harley-Davidson
3) Volkswagen
4) Slinky
5) Noxzema
6) The Beatles
7) L'Eggs
8) Pepsi
9) Absolut Vodka
10) Saturday Night Live
11) Facebook
12) Frye Boots
13) Coach Bags
14) Clairol
15) Club Med

Lists like this are meant to provoke debate, of course, but my own reading suggested that something else was going on in this list, something that confirmed ongoing misconceptions about Boomers.

Top News From Today's "Boomiverse"

Strategies to help caregivers cope
Today Show
May 6, 2010

Overview: "In Passages in Caregiving, Gail Sheehy, the acclaimed expert on the aging baby boomer generation, outlines strategies for effective, successful family caregiving, turning chaos into confidence during this most crucial of life stages."
http://tinyurl.com/2692yl7

As boomers delay retirement, big cities feel the shift
Hope Yen
Associated Press
May 6, 2010

Overview: "Battered by the recession, more older Americans are staying put in traditional big cities to hold on to jobs, creating slowdowns in population growth at once-popular retirement destinations widely found in the South and West."
http://tinyurl.com/2bzgbou

Va. launching portable housing for aging relatives
Fredrick Kunkle
Washington Post
May 6, 2010

Overview: "The Rev. Kenneth Dupin, who leads a small Methodist church here, has a vision: As America grows older, its aging adults could avoid a jarring move to the nursing home by living in small, specially equipped, temporary shelters close to relatives."
http://tinyurl.com/28u85rw

Designated Daughter: What to Expect When You're Expected to be a Designated Daughter
D.G. Fulford
Woman’s Day
May 5, 2010

Overview: "A Designated Daughter. Your aging mother’s companion until the road comes to an end. One third of American women are between 40 and 60. We are, have been, or will soon be taking care of an aging parent. The Greatest Generation is living longer because of modern medicine, and the Baby Boomers––no spring chickens, ourselves!––have an opportunity to care for them this time around."
http://tinyurl.com/2al5h7z

Top News From Today's "Boomiverse"

American Parents Going to the Dogs After Human Kids Leave the Nest
Jennifer Levitz
Wall Street Journal
May 7, 2010

Overview: “Ms. Stafford, a 59-year-old retired banker and mother of two adult children, is one of many baby boomers who drive their pets from activity to activity as they once did their human offspring. "I believe dogs, like children, should be exposed to things," says Ms. Stafford, a cheerful woman who carries a fanny pack of treats for Lilly.”
http://tinyurl.com/2aseo7r

Boom Time for Boomer Models
Michael Winerip
New York Times
May 6, 2010

Overview: “As a customer service agent/Level 4 for the Lowe’s home improvement store in Garden City, N.Y., she operates a forklift (above), along with a narrow aisle reach machine and an order picker machine. The other day she unloaded 20 skids of mulch (“mulch is really bouncy, you have to drive slowly or it’ll fall on you”) and then did 18 skids of patio-building material. In the winter, she uses a chainsaw to trim Christmas trees for customers, and come spring she offers planting advice in the garden store.”
http://tinyurl.com/238gjvy

Memo to H.R: Older Brains = Smarter Brains
Carla Fried
CBS MoneyWatch
May 6, 2010

Overview: “Baby Boomers looking to keep working well into their 60s and beyond may have just found their patron saint in New York Times science editor Barbara Strauch. In her new book, The Secret Life of the Grown-Up Brain, Strauch makes a compelling case that older brains are smarter brains.”
http://tinyurl.com/299fcej

Upcoming Boomer/Mature Market Workshop “Marketing to Boomers and Beyond”
FH Boom to Blog From Event
Attention readers: Friday, May 14 in New York City, boomer and mature marketing experts including Jerry Shereshewsky, Tom Mann, Adriane Berg, Dr. Elaine Lyons and Ken Lyons, and others, will reveal new insights and research, including how to develop successful mature market strategies in the current economic climate. For a complete list of speakers, workshop schedule and to register for the event, visit: http://www.beyondboomers.com/workshop.html

Top News From Today's "Boomiverse"

Bad Economy Dampens Baby Boomers' Sex Drive
Susan Donaldson James
ABC News
May 10, 2010

Overview: “… Americans 45 and older say they are engaging in sex less often and with less satisfaction, according to the just-released AARP survey, "Sex Romance and Relationships.”
http://tinyurl.com/2ejoogd

Aging boomers from all around shift societal norms
Helmut Schmidt
Associated Press
May 8, 2010

Overview: “Beyond paying for Social Security and Medicare, meeting the needs of the ballooning senior population will require a paradigm shift in how we fund and deliver those services, said Richard Rathge, director of the North Dakota State Data Center.”
http://tinyurl.com/24bloc6

Why seniors will change real estate
Jonathan Lansner
Orange County Register
May 7, 2010

Overview: “The biggest opportunities are in developing new, diverse, smaller-scale 55-plus independent/assisted/dementia care, continuing care resort communities (adds skilled nursing) and "residential share" housing alternatives with universal design and energy-smart features.”
http://tinyurl.com/29fhpcw

NYC boomer workshop reveals latest trends, research findings and marketing tactics for reaching mature audiences
Posted by Samantha Palans

People 50 and older collectively hold $7 trillion in personal wealth and, in the United States, control 75 percent of the nation’s disposable income, yet experts say marketers continue overlooking them as consumers.

“The boomer and beyond generations are the most written-about age segment,” says boomer expert Dr. Leslie Harris. “However, marketers continue to undervalue boomer and beyond consumers and, therefore, allow these consumers to make buying decisions with few marketing or advertising programs to gain their loyalty or favorable brand attitudes.”

This Friday, May 14, Harris and other leading mature market experts will gather at a New York City workshop “Marketing to Boomers and Beyond: How to Build Your Business with the Mature Consumer,” to address this and other related mature marketing issues, including the latest demographic trends, research findings, and how to effectively reach and resonate with the 50 plus population. FH Boom will attend and blog from the event.

Speakers and panel moderators include:
• Brent Bouchez. Founding partner, Ad Agency Five
• Jerry Shereshewsky. Chief executive officer, Grandparents.com
• Kevin Lavery. Managing director of Millennium Direct, UK, and president of the International Mature Marketing Network (IMMN)
• Helen Foster. Foster Strategy, former partner JWT Mature Market Group
• Todd Harff. President, Creating Results, and founding member of the International Mature Marketing Network (IMMN)
• Tom Mann. Managing partner TR Mann Consulting and founder of the Mature Market Experts Group
• Steve Howard. Author of "Boomer Selling, Helping the Wealthiest Generation in History Own Your Premium Products and Services"
• Adriane Berg. Chief executive officer, Generation Bold and author of "How Not To Go Broke at 102" and 12 other books
• Dr. Elaine Lyons and Ken Lyons. Perceptive Market Research
• Pat Burns. Author of the No. 1 bestseller "Grandparents Rock," "The Grandparenting Guide for the Rock-n-Roll Generation"; corporate advisor, co-founder of the Orange County Children's Book Festival; and motivational speaker.
• Paul E. Johnson. Formerly Account Manager, TNS
• Martin Diano. Chief executive officer, Boomer Authority™ and publisher of the Baby Boomer (Knowledge Center)™
• Nancy Padberg. Chief executive officer, Navigate Boomer Media
• Marva Goldsmith. Chief executive officer and author, Branding50.com
• Sandra Levitin. Founder, chief executive officer and editor, Kalon Women.

The workshop is organized by Dr. Leslie M. Harris, noted boomer expert and the author of "After Fifty: How the Baby Boom Will Redefine the Mature Market" and "After Sixty: Marketing to Baby Boomers Reaching Their Big Transition Years." For more information and to register to attend the event, visit: http://www.beyondboomers.com/workshop.html .

Top News From Today's "Boomiverse"'

Assisted living an option for elderly
Kristen Cusato
WTNH-TV.com (ABC, New Haven, CT)
May 11, 2010

Overview: “There are many options available for families who are caring for a loved one who has Alzheimer's disease. Many opt for an assisted living facility, but how do you pick the right one and how do you pay for it?”
http://tinyurl.com/2e9c97r

Wisdom at the cineplex
Hile Rutledge
Washington Post
May 10, 2010

Overview: “A recent study shows us that 75 percent of kids today get along with their parents, which seems to be a marked change from the anti-authority stance many Baby Boomers took with their parents and a contrast from the distant and disconnected relationship many Generation Xers had with their parents.”
http://tinyurl.com/2fcapnp

Retired Workers Will Be Wooed to Return
Philip Moeller
U.S. News & World Report
May 10, 2010

Overview: “For older Americans, the prospect of job shortages couldn't come at a better time. OK, I admit to making some lemonade here out of some bitter present-day realities. But think about it. We are living longer than ever and many of us don't even want to retire when we're 65. Besides, retirement is a financially scary place these days.”
http://tinyurl.com/2ehj2vr

The Talents Of A Middle-Aged Brain
Anne Mai Bertelsen
Engage Boomers
May 10, 2010

Overview: “Last month, I heard the tail-end of an interview with Barbara Strauch, the health and medical science editor for The New York Times, who had just published The Secret Life of the Grown-Up Brain. I was intrigued by the scientific research she referenced on middle-aged brains -- brains between the ages of 40 and 65.”
http://tinyurl.com/2d3z5qd

NYC boomer workshop reveals latest trends, research findings and marketing tactics for reaching mature audiences
Posted by Samantha Palans

People 50 and older collectively hold $7 trillion in personal wealth and, in the United States, control 75 percent of the nation’s disposable income, yet experts say marketers continue overlooking them as consumers.

“The boomer and beyond generations are the most written-about age segment,” says boomer expert Dr. Leslie Harris. “However, marketers continue to undervalue boomer and beyond consumers and, therefore, allow these consumers to make buying decisions with few marketing or advertising programs to gain their loyalty or favorable brand attitudes.”

This Friday, May 14, Harris and other leading mature market experts will gather at a New York City workshop “Marketing to Boomers and Beyond: How to Build Your Business with the Mature Consumer,” to address this and other related mature marketing issues, including the latest demographic trends, research findings, and how to effectively reach and resonate with the 50 plus population. FH Boom will attend and blog from the event.

Speakers and panel moderators include:
• Brent Bouchez. Founding partner, Ad Agency Five
• Jerry Shereshewsky. Chief executive officer, Grandparents.com
• Kevin Lavery. Managing director of Millennium Direct, UK, and president of the International Mature Marketing Network (IMMN)
• Helen Foster. Foster Strategy, former partner JWT Mature Market Group
• Todd Harff. President, Creating Results, and founding member of the International Mature Marketing Network (IMMN)
• Tom Mann. Managing partner TR Mann Consulting and founder of the Mature Market Experts Group
• Steve Howard. Author of "Boomer Selling, Helping the Wealthiest Generation in History Own Your Premium Products and Services"
• Adriane Berg. Chief executive officer, Generation Bold and author of "How Not To Go Broke at 102" and 12 other books
• Dr. Elaine Lyons and Ken Lyons. Perceptive Market Research
• Pat Burns. Author of the No. 1 bestseller "Grandparents Rock," "The Grandparenting Guide for the Rock-n-Roll Generation"; corporate advisor, co-founder of the Orange County Children's Book Festival; and motivational speaker.
• Paul E. Johnson. Formerly Account Manager, TNS
• Martin Diano. Chief executive officer, Boomer Authority™ and publisher of the Baby Boomer (Knowledge Center)™
• Nancy Padberg. Chief executive officer, Navigate Boomer Media
• Marva Goldsmith. Chief executive officer and author, Branding50.com
• Sandra Levitin. Founder, chief executive officer and editor, Kalon Women.

The workshop is organized by Dr. Leslie M. Harris, noted boomer expert and the author of "After Fifty: How the Baby Boom Will Redefine the Mature Market" and "After Sixty: Marketing to Baby Boomers Reaching Their Big Transition Years." For more information and to register to attend the event, visit: http://www.beyondboomers.com/workshop.html .

Top News From Today's "Boomiverse"'

P&G, NBC Digital Create Network of Boomer Verticals
Media Buyer Planner
May 10, 2010

Overview: “NBC Digital Networks and Procter & Gamble are partnering to offer a “vibrant” online destination for baby boomers. The network of sites known as Life Goes Strong will celebrate topics and passions “at the center of this dynamic generation’s everyday lives,” NBC Digital said.”
http://tinyurl.com/24727ce

Hey Baby Boomers, Jane Pauley is calling
Paul Briand
Examiner.com
May 11, 2010

Overview: “Jane Pauley, the former NBC "Today Show" host is back -- teaming up with an NBC and AARP collaboration to address Baby Boomer encore careers.”
http://tinyurl.com/28pd4cg

Elations Leverages Boomers' Facebook Usage
Aaron Baar
Marketing Daily
May 12, 2010

Overview: “Facebook may have started as the province of the young, but it appeals to all types now, including Baby Boomers. So much so that one company is using the social media network to appeal to that demographic.”
http://tinyurl.com/2a8gnun

NYC boomer workshop reveals latest trends, research findings and marketing tactics for reaching mature audiences
Posted by Samantha Palans

People 50 and older collectively hold $7 trillion in personal wealth and, in the United States, control 75 percent of the nation’s disposable income, yet experts say marketers continue overlooking them as consumers.

“The boomer and beyond generations are the most written-about age segment,” says boomer expert Dr. Leslie Harris. “However, marketers continue to undervalue boomer and beyond consumers and, therefore, allow these consumers to make buying decisions with few marketing or advertising programs to gain their loyalty or favorable brand attitudes.”

This Friday, May 14, Harris and other leading mature market experts will gather at a New York City workshop “Marketing to Boomers and Beyond: How to Build Your Business with the Mature Consumer,” to address this and other related mature marketing issues, including the latest demographic trends, research findings, and how to effectively reach and resonate with the 50 plus population. FH Boom will attend and blog from the event.

Speakers and panel moderators include:
• Brent Bouchez. Founding partner, Ad Agency Five
• Jerry Shereshewsky. Chief executive officer, Grandparents.com
• Kevin Lavery. Managing director of Millennium Direct, UK, and president of the International Mature Marketing Network (IMMN)
• Helen Foster. Foster Strategy, former partner JWT Mature Market Group
• Todd Harff. President, Creating Results, and founding member of the International Mature Marketing Network (IMMN)
• Tom Mann. Managing partner TR Mann Consulting and founder of the Mature Market Experts Group
• Steve Howard. Author of "Boomer Selling, Helping the Wealthiest Generation in History Own Your Premium Products and Services"
• Adriane Berg. Chief executive officer, Generation Bold and author of "How Not To Go Broke at 102" and 12 other books
• Dr. Elaine Lyons and Ken Lyons. Perceptive Market Research
• Pat Burns. Author of the No. 1 bestseller "Grandparents Rock," "The Grandparenting Guide for the Rock-n-Roll Generation"; corporate advisor, co-founder of the Orange County Children's Book Festival; and motivational speaker.
• Paul E. Johnson. Formerly Account Manager, TNS
• Martin Diano. Chief executive officer, Boomer Authority™ and publisher of the Baby Boomer (Knowledge Center)™
• Nancy Padberg. Chief executive officer, Navigate Boomer Media
• Marva Goldsmith. Chief executive officer and author, Branding50.com
• Sandra Levitin. Founder, chief executive officer and editor, Kalon Women.

The workshop is organized by Dr. Leslie M. Harris, noted boomer expert and the author of "After Fifty: How the Baby Boom Will Redefine the Mature Market" and "After Sixty: Marketing to Baby Boomers Reaching Their Big Transition Years." For more information and to register to attend the event, visit: http://www.beyondboomers.com/workshop.html .

Top News From Today's "Boomiverse"

Changes are needed as baby boomers become golden boomers
Dave Earling and Deborah Knutson
Seattle Post Intelligencer
May 17, 2010

Overview: “WE are fast approaching a demographic tsunami of older adults in every community across America. Nationally, the number of older adults will increase by 15 million over the next 10 years.”
http://tinyurl.com/24xm3qf

How Many Buying Cycles Do You Have Left?
Brent Bouchez
Engage Boomers
May 17, 2010

Overview: “While every other automotive brand, including Mercedes Benz and Cadillac, is going out of their way to appeal to much younger buyers than their brands' average, Joel Ewanick and Hyundai have taken a different approach -- appeal to intelligent, thoughtful and wise adult buyers no matter what their age.”
http://tinyurl.com/22npw4g

For Boomers, Sunblocks Come Late
Michael Winerip
New York Times
May 13, 2010

Overview: “I’M fair and blond, and one of my first memories as a toddler was the joy of peeling off my flaking skin in long strips after a sunburn. Growing up in the 1950s and ’60s, from spring to fall, we lived outdoors, and my face was often scorched a healthy red like the ruddy Marlboro Man on the TV commercials. Long after my body had turned brown, my face shone bright.”
http://tinyurl.com/2dkwe8f

Top News From Today's "Boomiverse"

Baby Boomers' Game Plan for Retirement
David Faber
CNBC
May 18, 2010

Overview: “Baby Boomers are ‘exhausted and emotionally frustrated with Wall Street.’As a result, ‘they are doing nothing and will not be able to retire,’ Frank Troise from the company SoHo Asset Management told CNBC today.’”
http://tinyurl.com/25k5wlj

Necessity or love of work, many older workers plan for non-retirement
Anita Creamer
Sacramento Bee
May 18, 2010

Overview: “Research shows that large numbers of baby boomers – the oldest of whom reach the traditional retirement age of 65 next year – don't intend to follow earlier generations' footsteps into a long retirement. Some can't afford to; many others don't want to.”
http://tinyurl.com/242wcpr

8 Tips on Going Back to School
Philip Moeller
U.S. News & World Report
May 17, 2010

Overview: “Whether it's Baby Boomers seeking encore careers or retired folks pursuing a new hobby or leisure-time passion, community colleges are worth a serious look. Many community colleges have been aggressively expanding their offerings to older students, including developing more user-friendly ways for people to re-enter higher education after decades away from the classroom.”
http://tinyurl.com/2e4ffd9

Top News From Today's "Boomiverse"

How To Retire Even If The Market Crashes
Tony Christensen
Forbes
May 19, 2010

Overview: “A cautious optimism is creeping back into the market, but there are still some predicting another dip or at least a prolonged recovery. What we do know for sure is that history suggests there will be another downturn; whether it's six months or six years from now, no one can say.”
http://tinyurl.com/24wnnkx

Americans Who Seek Out Retirement Homes Overseas
Shelley Emling
New York Times
May 18, 2010

Overview: “Three years ago, Rich Holman, an American, retired at the age of 63 to Medellín, Colombia. While a place typically associated with drug trafficking might not be on the radar screens of most retirees, Mr. Holman called the city one of the world’s best-kept secrets.”
http://tinyurl.com/2ctz93v

Opinion: Financial Execs: We Don’t Believe You
Kathy Kristof
CBS MoneyWatch
May 18, 2010

Overview: “Considering the rampant fraud that triggered the financial crisis — not to mention a steady stream of new revelations about sneaky deals on Wall Street — it’s probably not a surprise that Americans have little trust in financial services concerns, no matter whether they’re banks, credit card companies or investment firms.”
http://tinyurl.com/2ebsqwn

Top News From Today's "Boomiverse"

Will Boomers Help or Hurt Funeral Industry?
Kenneth Gronbach
CNBC
May 20, 2010

Overview: “Naturally, it’s true the Boomers are aging, but they were nowhere near being elderly, not by a long shot. In fact, 15 years ago, when the prediction about their imminent death was made, Baby Boomers ranged in age from about 31 to 50.”
http://tinyurl.com/29au3qo

Dependency Ratio’ Set to Spike as Baby Boomers Age
Conor Dougherty
Wall Street Journal
May 20, 2010

Overview: “The burden of aging baby boomers will rise sharply over the next two decades and then ease around 2030, according to a Census Bureau report released today.”
http://tinyurl.com/2g4lnzk

What Do Older Generations Misunderstand About Yours?
Katherine Schulten
New York Times
May 21, 2010

Overview: “Several articles published in The Times this week describe how different generations were shaped by social and political events around them.”
http://tinyurl.com/268w66c

Dad Is Denied the Last Word
Michael Winerip
New York Times
May 21, 2010

Overview: “This is my last Generation B column. I start a new assignment for the newspaper soon. Like a lot of the people I have written about over the last year and a half, I’m being reinvented. I enjoyed writing about my fellow baby boomers, though it was tricky, making generalizations about a cohort 78 million deep. We think we can conjure a boomer with two words: Woodstock, baby.”
http://tinyurl.com/268w66c

Top News From Today's "Boomiverse"

Winning With Boomers Takes Heart
Matt Thornhill
Engage Boomers
May 24, 2010

Overview: “At age 46, Tom Lynch is a trailing-edge Boomer. But he has already made an important shift in his life, from focusing on becoming someone to being someone. It's a shift marketers need to understand if they want to effectively connect with today's older Boomer consumer.”
http://tinyurl.com/32nt8rc

Broadcast's Youth Market Starts at 44
Brian Steinberg
Advertising Age
May 24, 2010

Overview: “While advertisers get ready to plunk down billions on prime-time broadcast TV during this upfront -- and make no mistake, they will -- consider this statistic: The median age of viewers of regular prime-time fare is nearing 51 (Fox, the youngest, is 44). That's two years past the age widely considered to be the point of no return for the most-coveted advertiser demographic.”
http://tinyurl.com/2fqjc2s

A leg up on care
Sandra Guy
Chicago Sun-Times
May 22, 2010

Overview: “… sophisticated technologies are expected to become the norm as baby boomers and the wired generation investigate their conditions online and insist on having a say in their treatments and outcomes.”
http://tinyurl.com/32rfdnl

Top News From Today's "Boomiverse"

First-timers, boomers seen as key in housing recovery
Alan J. Heavens
Philadelphia Inquirer
May 25, 2010

Overview: “Although it is probably likely that the lack of good-paying jobs will delay the entry of the current 16- to 24-year-olds into the home-buying market, "it's less clear what effect the re-entry into the workforce of baby boomers is going to have," said Rick Sharga, chief economist of RealtyTrac.”
http://tinyurl.com/32ay3d8

Email Designs Are Neglecting The Needs of Boomers
Chat White
EmailInsider
May 25, 2010

Overview: “The Boomer generation is a critical audience for marketers. By 2015, those aged 50 and older will represent 45% of the U.S. population, according to AARP. And currently, Baby Boomers control over 80% of personal financial assets and more than 50% of discretionary spending power, according to ThirdAge.”
http://tinyurl.com/29nxt9w

Top News From Today's "Boomiverse"

Wedding season mantra: Till prenup do us part
Associated Press
May 26, 2010

Overview: Prenups “are most popular with baby boomers in the 40-to-60 age range, who have more money and can afford to pay for adequate protection.”
http://tinyurl.com/2uulgzj

Change of pace at Medtronic
Janet Moore
Minneapolis Star Tribune
May 26, 2010

Overview: “…macro factors play in Medtronic's favor. Markets in emerging countries are growing in the double digits. The nation's aging baby boomers increasingly need its devices. And experts say the promise of regenerative medicine -- stem and gene therapies to repair or replace failing organs in the body -- may prove a lucrative new frontier for the company.”
http://tinyurl.com/33ow36y

Millennials: Savvy on Privacy
Douglas MacMillan
BusinessWeek
May 26, 2010

Overview: “Seventy-one percent of social networking users aged 18 to 29 said they'd adjusted privacy settings on social networks in order to make some information private, according to the survey. Among members of generation X, aged 30 to 49, 62 percent said they'd made such changes. And 55 percent of baby boomers aged 50 to 64 said they'd changed from the default privacy settings on a social network.”
http://tinyurl.com/32vfzbo

Top News From Today's "Boomiverse"

We’re Here. We’re Queer. We’re Retiring.
Linda Stern
Newsweek
May 27, 2010

Overview: “The last place lesbians and gays want to go when they retire is back into the closet. Just like the larger population, LGBT (lesbian, gay, bisexual, and transgender) seniors want to settle into comfortable, low-maintenance homes in welcoming and affordable communities.”
http://tinyurl.com/3xslrub

Martek targets Baby Boomers
Jaimy Lee
PR Week
May 27, 2010

Overview: “Martek Biosciences partnered with the National Center for Creative Aging (NCCA) for a new campaign that builds on the company's effort to raise awareness about brain health among Baby Boomers.”
http://tinyurl.com/38as4ob

Top News From Today's "Boomiverse"

The Other Woman
Kit Yarrow
San Francisco Chronicle
May 27, 2010

Overview: "50% of Baby Boomers and 83% of Gen Yers sleep next to this intruder - which by now you've guessed is a cell phone."
http://tinyurl.com/2wg8qhj

When dealing with elderly parents
Linda Lewis Griffith
San Luis Obispo Tribune
May 28. 2010

Overview: "Over 13 million baby boomers are providing care for their sick or elderly parents. And the number is expected to rise. Not only are the elderly living longer but they are also surviving conditions that leave them in a debilitated state longer than ever before."
http://tinyurl.com/34lafkf

1950s housing won't meet needs of elderly
United Press International
May 27, 2010

Overview: "Some 90 percent of Arkansans say they will maintain their independence as they age but 81 percent say they expect their health will decline, researchers say."
http://tinyurl.com/36g9s7j

9 Things to Consider in Your Search for an Assisted Living Facility
January Payne
U.S. News and World Report
May 27, 2010

Overview: "As people age and need more help with daily activities, such as bathing or taking medication, moving to a facility that provides some assistance, without sacrificing independence, may be an option. This type of environment, known as assisted living, has emerged in the past two decades as an increasingly available option for housing and long-term care."
http://tinyurl.com/39f7lgh