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.
FH Boom℠ offers trainings and keynotes in various topics. All topics can be presented as keynotes, half to full-day trainings and/or multi-day retreats, and customized to your organization’s particular purposes.
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Top News From Today's "Boomiverse"
Put away the elastic waists, Mom, and get Boomer chic
Rod Stafford Hagwood
South Florida Sun Sentinel
October 25, 2006
Overview: Hagwood writes about the "tired" dress style of baby boomers and the need to change their style. He featured Sherrie Mathieson, author of Forever Cool, a style guide for boomers.
Top News From Today's "Boomiverse"
It’s a cold, cruel world for the digitally challenged
Paul Ruiterman
Whistler Question
October 26, 2006
Overview: Ruiterman writes about the number of technologies that have come and gone during the boomer generation with products like the portable cassette players, CD's, DVD's, cell phones, and most importantly the Internet.
Top News From Today's "Boomiverse"
Largest-Ever Study of Baby Boomers and Mature Consumers Finds 60 Percent Plan to Live in Current Home During the Next Five Years
PR Newswire Release
October 27, 2006
Overview: PR Newswire announced a study conducted by Focalyst reporting that baby boomers want to continue living in their current homes and remodel.
Top News From Today's "Boomiverse"
Baby Boomers: and the illusion of perpetual youth
Michael Bywater
New Statesman
October 30, 2006
Overview: This article focuses on baby boomers and their desire not to grow old so that they could make a difference in the world that influences their perceptions of big business, government, social issues and life in general. This desire to "stay young" influences today's lifestyle to the point that the line between being authentic and inauthentic is blurred.
Top News From Today's "Boomiverse"
The steady glow of the Boom tube
Eric Deggans
St. Petersburg Times
October 31, 2006
Overview: Advertising and marketing companies are spending more time focusing on younger generations, while ignoring the biggest spending age group: baby boomers. With statistical support from Age Wave Research and industry experts, Deggeans reports on the appeal for marketing to boomers.
http://www.sptimes.com/2006/10/31/Seniority/The_steady_glow_of_th.shtml
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.
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."
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.
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
Top News From Today's "Boomiverse"
Stocks To Capture China’s Baby Boomers
Shaun Rein
Seeking Alpha
December 1, 2006
Overview: Rein reports on the similarities and differences between China’s “emerging baby boomers” and the “graying American Baby Boomers” while focusing on areas of health care, leisure activities and travel. Rein believes that “the similarities are much more striking than the differences, and a number of publicly-traded companies stand to benefit.”
Top News From Today's "Boomiverse"
Promoters reinvent attitudes on aging
Jennifer Harper
The Washington Times
December 2, 2006
Overview: Harper reports on how companies and organizations are recognizing the vast potential that exists within the boomer market. The article features Harvard University's School of Public Health, the Florida State Department of Elder Affairs, the National Council on Aging, the American Society on Aging and Fleishman-Hillard, as contributors to "a cultural movement billed as 'reinventing aging'" with strategic marketing plans. The article also shares Gallup's recent study findings on boomers and aging.
Top News From Today's "Boomiverse"
A New Breed of Tech for the Aging
As the boomer generation moves toward retirement, companies are stepping up with innovative aids
Douglas MacMillan
BusinessWeek.com
December 5, 2006
Overview: With boomers on the edge of retirement and a life full of technology innovations, companies like AgeLab and Intel plan to take advantage of this lucrative market by introducing boomers to new automotive, health care and assistive technologies. Moreover, MacMillian reports that Intel is creating new assistive technologies that “will be cool and hip" and boomers can use without feeling old.
Top News From Today's "Boomiverse"
55-Alive! Launched as Premier Interactive Online Magazine and Community for Active Adults, Baby Boomers, and the 50-plus Generation; Interactive Online Community Combines MySpace-type Member Profiles, Video Content, Member Stories and More Than Two Dozen Featured Columnists
PR Newswire
December, 6 2006
Overview: Press release announcing the new online magazine and community “55 Alive!” (http://www.55-Alive.com) designed for active adults, baby boomers and the 50+ generation.
http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/12-06-2006/0004486422&EDATE=
Baby boomers go bust in bedroom: Survey
JoAnne Miltenburg
Ottawa Sun
December 6, 2006
Overview: Miltenburg reports on the current sexual activity of baby boomers and writes “The generation that started the sexual revolution is now worried about performance in the bedroom.” The article features a survey from Ipsos-Reid that found “close to 40% of women and 60% of men aged 40 to 64 admit they worry about losing their ability to perform sexually as they age.”
http://ottsun.canoe.ca/News/National/2006/12/06/2652725-sun.html
AARP ready to meet differing needs of Baby Boomers
Lewis W. Diuguid
Kansas City Star
December 6, 2006
Overview: Diuguid discusses what AARP is doing to change the stigma associated with aging and how the boomer population fits into these changes.
http://www.kansascity.com/mld/kansascity/news/opinion/16171817.htm
Baby boomers seen as source of global volunteers
Cheryl Wetzstein
The Washington Times
December 6, 2006
Overview: This article focuses on international volunteerism and the idea that aging and retired baby boomers are a great asset to volunteer programs around the world.
http://washingtontimes.com/national/20061205-105023-7537r.htm
Modern music and other personalized touches bring new life to funeral services
Marc Ramirez
Seattle Times
December 6, 2006
Overview: Baby boomers are moving away from traditional funeral services to more personalized memorials using upbeat music. Ramirez writes “Instead, these events feature pop or contemporary tunes that honor the deceased by stirring up memories or saying through lyrics what ordinary words can't.”
http://seattletimes.nwsource.com/html/living/2003463066_deathjam06.html
Top News From Today's "Boomiverse"
Christmas 2006: What do Baby Boomer Women Want Under the Tree this Year? "Time out for Introspection" is Top of the List This Year
PR Web
December 7, 2006
Overview: Press release announcing Midlife Adventure’s holiday gift trends and tips for baby boomer women. “After following their "fathers" into the workplace with the feminist movement, and conforming to a male work culture, women at midlife want to discover who they are under all the expectations and responsibilities they have taken on.”
http://www.prweb.com/releases/2006/12/prweb484876.htm#
Silver surfers get social.
Richard Waters
Financial Times
December 6, 2006
Overview: Waters reports that boomers are increasingly interacting online and discusses what Eons and other online giants are doing to provide social tools for boomers. Waters writes “According to comScore, 5m people over the age of 55 visit MySpace each month, representing 11 per cent of MySpace's total audience.”
Top News From Today's "Boomiverse"
Live it up like royalty
Jessica Hurt
The Advertiser
December 8, 2006
Overview: The reporter focuses on boomers and their impact on the travel industry. Hurt suggests that the growing popularity of traveling amongst boomers can be contributed to their desire for a balanced life “between work, family and fun.”
U.S. baby boomers seen donating $100 bln this year
Svea Herbst-Bayliss
Reuters
December 7, 2006
Overview: Reuters reports on a recent survey from Fidelity Investments’ that projects boomers will donate $100 billion to charities this year. “While the survey did not say where Americans send their donations, they often help fund research into trying to cure deadly diseases and give to educational and social groups.”
Top News From Today's "Boomiverse"
Young at heart, Boomers put new face on 'old age'
Kathleen O’Brien
The Star-Ledger
December 10, 2006
Overview: Baby boomers are redefining old age and, as they see themselves as younger, there could be negative consequences associated with this new perspective. O’Brien questions marketing strategies and how it could influence boomers. For example, “If Boomers constantly see these flatteringly youthful depictions of their generation, can they be blamed for seeing themselves that way, too?”
http://www.nj.com/news/ledger/index.ssf?/base/news-10/1165728976320830.xml&coll=1
Cosmetic surgery gets a lift from boomers; Some say they'd just die if they had to look old
Mary Brophy Marcus
USA Today
December 11, 2006
Overview: This USA Today article concentrates on the cosmetic surgery industry and how baby boomers are contributing to the increase in the number of procedures. Marcus reports, “Baby boomers are working longer, remarrying and trying to be healthier," says George Rudkin, chief of plastic surgery at West Los Angeles VA Hospital and associate clinical professor of plastic and reconstructive surgery at the University of California-Los Angeles. "They want their faces and bodies to reflect their inner feelings, not their chronological age."
http://www.usatoday.com/news/health/2006-12-10-cosmetic-surgery-boomers_x.htm
Baby boomers to retire like teenagers with money
Stephen Lunn
The Australian
December 12, 2006
Overview: Lunn discusses the spending habits of Australian baby boomers and their plans to spend big on “gym memberships, personal trainers, golf club fees, gambling, live theatre and healthcare including cosmetic procedures.”
http://www.theaustralian.news.com.au/story/0,20867,20912094-5001942,00.html
Top News From Today's "Boomiverse"
Advertisers find the right pitch in boomer icons
Broad boomer market identifies with ‘individuality,’ advertisers say
Anne Thompson
NBC News (MSNBC.com)
December 11, 2006
Overview: Thompson’s report covers advertising to the boomer woman, specifically, how boomer women want to be marketed to and what icons companies are using, such as Diane Keaton.
http://www.msnbc.msn.com/id/16159017/
Gay retirement community is a first
Bob Moos
The Dallas Morning News
December 12, 2006
Overview: Moos reports that baby boomers are driving the expansion of gay and lesbian boomer retirement communities. Additionally, Moos writes “Gay men and lesbians are the newest niche in a booming retirement housing market that already includes developments catering to Asian-Americans, the deaf, golfing enthusiasts, military veterans and university alumni.”
http://www.dallasnews.com/sharedcontent/dws/bus/stories/121206dnbusGayRetirement.30cecc0.html
So, Boomers are Turning 60. What’s All the Hype?
Dotsie Bregel
Femlive.com
December 12, 2006
Overview: Bregel reflects on baby boomer women, their influences on society and their desire to continue to make a difference in this world. Bregel shares, “At midlife the 40s and 50s are no longer as old as we once thought. We are more educated, spiritual, wealthy, and healthier than any generation of women to precede us. We’ve changed society’s expectation and continue to redefine womanhood. We will be the biggest and richest market segment by the year 2010.”
http://www.femlive.com/2006/12/12/so-boomers-are-turning-60-what%E2%80%99s-all-the-hype/
Top News From Today's "Boomiverse"
Boomers Cite TV Ads as Number One Information Source ... Advertisers Missing The Boat
PRNewswire
December 13, 2006
Overview: Press release announcing study results indicating that baby boomers use television as their informational resource and are feeling ignored by television advertisers. “Although nearly three-fifths (58%) of America's 78 million Baby Boomers -- the first generation to grow up with television -- feel that TV is their primary source for information on products and services, almost half (45%) say they feel overlooked by marketers who advertise on TV. The study, conducted by GfK Brand & Communications, a division of GfK Custom Research North America, for the cable network TV Land also suggests that marketers looking to tap into Boomers' $2.3 trillion in annual household expenditures would be wise to communicate more directly with the 78 million Americans born between 1946 and 1964.”
http://biz.yahoo.com/prnews/061213/nyw103.html?.v=79
Boomers fall into a TV generation gap
David Bauder
The Age
December 14, 2006
Overview: Bauder reflects on the American advertising market and, specifically, the Harris Interactive and TV Land study that found advertising primarily to the younger markets may be backfiring. Bauder also compares the study findings to the Australian market and reports on the similarities and differences.
http://www.theage.com.au/news/tv--radio/boomers-fall-into-a-tv-generation-gap/2006/12/13/1165685687146.html
1 in 4 Boomers to Delay Retirement
Eileen Alt Powell
Houston Chronicle (Associated Press)
December 13, 2006
Overview: Powell shares study results from the Center for Retirement Research at Boston College suggesting that 1 in 4 US baby boomers are not financially ready for retirement and may need to work longer. Powell believes: “the issue is important because working longer is an important option for people who haven't saved enough to retire. It remains unclear, however, if employers are going to want to keep aging boomers on their payrolls or hire others.”