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.

Playing With House Money
Paul Menchaca
Financial-Planning.com
March 17, 2010

Overview: “Brad Davis, a vice president of retirement income solutions for Nationwide Financial Services, which underwrote the CRR’s research, said convincing clients to tap their home equity during retirement has become tougher for financial advisors in the wake of the housing market crash.”
http://tinyurl.com/y9eg4n8

Old Is the New Young
William Higham
Ad Week
March 17, 2010

Overview: “Flip-Flop Generations: While adults increasingly maintain their adolescent values into middle age, teens appear more 'adult' in their outlook.”
http://tinyurl.com/yd424lu

GM working to sharpen drivers' eyes
Robert Snell
The Detroit News
March 17, 2010

Overview: “General Motors Co. is developing technology that will help drivers -- particularly older motorists -- navigate through fog and other dangerous road conditions. The technology involves night vision, navigation and camera-based sensors that transform windshields into transparent displays that can illuminate the edge of driving lanes and alert motorists to dangers -- from deer to motorcycles to children -- outside their normal field of vision.”
http://tinyurl.com/yd2h2kk

Twiggy, Helen Mirren Inspire Women Over 60 to Go Glamorous
Erin Donnelly
Stylelist
March 17, 2010

Overview: “New research has found that older women are embracing fashion more than ever, taking inspiration from fashionable, "mature" celebrities like Susan Sarandon and Meryl Streep, the Daily Mail reports.”
http://tinyurl.com/y9au9zu

Greying baby-boomers spark tourism boom
Audrey Kauffmann
AFP
March 16, 2010

Overview: "From Japan to Germany, senior citizens make up a lucrative and fast-growing opportunity in the tourism industry, with deep pockets, disposable income and free time. But just don't mention their age."
http://tinyurl.com/yzwbre4

Funeral homes personalize services
United Press International
March 15, 2010

Overview: "Funeral directors in Massachusetts said increasing demand for personalized memorial services from the baby boomer generation is causing the business to evolve."
http://tinyurl.com/yky6ktu

Retirement, what's that?
Howard Gold
MarketWatch
March 13, 2010

Overview: "The latest annual survey by the Employee Benefit Research Institute (EBRI), which represents businesses, pension funds, unions, and others, shows that despite a giant stock market rally since last March, American workers' confidence that they will have a secure retirement remains near 2009's rock-bottom levels."
http://tinyurl.com/yjuxy7h

Baby Boomers a Force on the Internet
Karen Newman
Technorati
March 15, 2010

Overview: “If you think that 20-year-old's dominate the Internet marketplace like they did during the dot com craze, you would be wrong. The target demographic for many online marketing companies is the baby boomer generation.”
http://tinyurl.com/yh73qp4

More Employers Make Room For Work-Life Balance
Jennifer Ludden
National Public Radio
March 15, 2010

Overview: “If moms and millennials united aren't enough to loosen rigid work rules, experts say yet another push for flexibility will come from an unlikely source: the very baby boomers who defined 9-to-5 culture in their prime. Sociologist Moen says as they grow older, many will want or need to keep working well past traditional retirement age.
http://tinyurl.com/yj9dx9w

Was It Something I Said?
Brent Bouchez
Engage Boomers
March 15, 2010

Overview: “I recently wrote a column for a BusinessWeek about Super Bowl commercials and the missed opportunity of the 50+ market. Hardly controversial, or so you would think.”
http://tinyurl.com/yfona37

One in seven boomers will be diagnosed with Alzheimer’s disease, according to a recent report released by the Alzheimer’s Association. Several other disturbing report statistics include:

• 5.3 million people currently have Alzheimer’s disease.

• Alzheimer’s disease is the 7th leading cause of death in the United States.

• Experts project $123 billion in Alzheimer’s-related Medicare and Medicaid payments in 2010.

• 11 to 16 million people aged 65 plus are expected to have Alzheimer’s by 2050.

So clearly Alzheimer’s disease has strong potential to not just destroy the minds of our loved ones and family members, but to affect our financial system in unfathomable ways. Scientific research and discovery are part of the solution the Association says. Learn more about the disease and check out the new report here.

Silver Tsunami: The Alzheimer’s Conundrum
Paul Menchaca
Financial-Planning.com
March 10, 2010

Overview: “In reality, the prospect of Alzheimer’s is no joke for Baby Boomers. Last week, we examined a study by the Center for Retirement Research at Boston College that indicated a potential crisis down the road as Americans struggle to meet health care costs.”
http://tinyurl.com/yzju249

When Behavioral Targeting Identifies A New Audience Segment
Laurie Sullivan
Behavioral Insider (MediaPost)
March 10, 2010

Overview: “Technology that analyzes consumer behavior and demographics helped Perry Ebel find an entirely new customer segment for Beltone hearing products that the vice president of sales and marketing didn't know existed. It's sort of like finding a $100 bill in the street gutter -- only this scenario relies on targeting and calculated data rather than luck.”
http://tinyurl.com/yjmnppx

Millennials Face a Dark Economic Present, but See a Bright Future
Jody Woodruff
NewsHour
March 10, 2010

Overview: “According to the Pew Research Center poll done in January, 52 percent of Baby Boomers say they are currently earning enough money to get by.”
http://tinyurl.com/ycsqsv5

According to a new study by the Center for Work-Life Policy, "Bookend Generations: Leveraging Talent and Finding Common Ground," 62 percent of working Boomers expect to stay in the labor force for at least another nine years. Through 2020, 80 percent of the native-born workforce growth in North America — and even more in Western Europe — will be from employees over age 50, many due to economic need and just as many because they like their jobs.

Center blogger Sylvia Ann Hewlett says smart employers will need to retool to take advantage of Boomers' drive, experience and talents and refers to the “rewards remix” – a challenging dynamic for talent managers where cash is no longer the prime motivator; good news for companies looking to reduce their salary burden. Perhaps older workers will become more sought after as their “experiential” rewards are less expensive than raises and bonuses. Once again, they’re looking for a revolution.

Alzheimer's cases on the rise -- especially for minorities
WCSH.com (NBC Affiliate, Portland ME)
March 9, 2010

Overview: “A new study out Tuesday says Alzheimer's cases are on the rise in the United States. The study also shows a surprising spike in the number cases in the African-American and Hispanic communities.”
http://tinyurl.com/yz6w8w2

Without Boomers Leading the Way, Marketers Must Try New Tactics as Recession Ends
Media Buyer Planner
March 8, 2010

Overview: “For the first time in the last three recessions, it will not be Baby Boomers at the heart of the economic recovery, because the recession has taken a bite of the demo’s savings and retirement accounts.”
http://tinyurl.com/ylou2qr

Three big things the census won't tell us
Chuck Raasch
USA Today
March 8, 2010

Overview: “The 2010 census about to start will provide a fascinating composite of America, but it won't be the whole picture.”
http://tinyurl.com/yh98atp

The Apple Of A Boomer's Eye
Anne Mai Bertelsen
Engage Boomers
March 8, 2010

Overview: “We often think about Apple -- with its emphasis on beautiful design and cutting-edge technology -- as a young person's brand. Certainly, one could draw that conclusion watching iPod commercials -- particularly from a few years ago. But, Apple also seems to have realized the potential of marketing to Boomers long before its technology and lifestyle brand competitors -- who are myopically focused on the youth market.”
http://tinyurl.com/yjupz9t

Meet the Boomers
Jack Loechner
Research Brief
March 8, 2010

Overview: New report details findings regarding boomers, including that “even in our constrained economy, Baby Boomers still seek, and assume, growth, all the while acknowledging new limitations in resources.”
http://tinyurl.com/ybob5rk

Baby boomers are starting their own businesses in face of economic downturn
Marcia Pledger
The Plain Dealer
March 8, 2010

Overview: “A growing number of Baby Boomers … are starting their own businesses -- some because they need to pay the bills, some because they're too old to find work easily, and some because they've always wanted a second career.”
http://tinyurl.com/yg3zc7a

Study: Shopper Behavior to Change Permanently
Elaine Wong
Brandweek
March 9, 2010

Overview: “Baby boomers led the U.S. out of a downturn in the last two recessions, but this time around, it will be Gen Xers and millennials paving the way to economic recovery, according to a new report issued by PricewaterhouseCoopers today.”
http://tinyurl.com/ylqtajp

Baby boomers downsizing stylishly
Violet Snow
The Record
March 7, 2010

Overview: “Downsizing after the kids fly the nest, or after a divorce, is nothing new, but Realtor Kate Conover of Re/Max Properties in Franklin Lakes is seeing an increase in people moving from luxury homes to more manageable two-bedrooms and town houses.”
http://tinyurl.com/y9cgh39

Unemployment for Older Americans Surged 331 percent over past decade
Arthur Delaney
Huffington Post
March 5, 2010

Overview: “According to AARP, from January 2000 through December 2009, the total number of unemployed individuals 55 and older rose from 490,000 to 2,114,000. The number of unemployed 65 and up rose from 143,000 to 479,000. And the average duration of unemployment for people 55 and up increased 85.6 percent from 18.7 weeks to 34.7 weeks. “
http://tinyurl.com/ydy6b5u

Assisted Living Centers Cut Costs, Negotiate Fees
Associated Press
March 5, 2010

Overview: “Assisted living facilities are slashing costs, negotiating fees and offering more services, as operators adjust strategies to attract more residents in a tough economy.”
http://tinyurl.com/yc2yfjh

The Real Generation Gap
Robert J. Samuelson
Newsweek
March 5, 2010

Overview: “Millennials could become the chumps for their elders' economic sins, particularly the failure to confront the predictable costs of baby boomers' retirement. This poses a question. In 2008, millennials voted two to one for Barack Obama; in surveys, they say they're more disposed to big government than older Americans. Their ardor for Obama is already cooling. Will higher taxes dim their enthusiasm for government?”
http://tinyurl.com/ycnmrwe

'Tom Brokaw Reports: Boomer$'
David Hinckley
New York Daily News
March 4, 2010

Overview: “Tom Brokaw doesn't have nearly as much admiration for America's "baby boom" generation as he had for its parents. But that's not the reason his CNBC special, "Tom Brokaw Reports: Boomer$," about the 74 million Americans born between 1946 and 1964, too often feels redundant, superficial and unfocused.”
http://tinyurl.com/ylfnk94

Genealogical tourism redefining leisure travel market, professor says
Physorg.com
March 4, 2010

Overview: “For the work-weary, the word "vacation" may conjure images of leisurely, carefree days at the beach sipping umbrella drinks. But according to published research by a University of Illinois expert in tourism and recreation, genealogical tourism is one of the fastest growing markets in vacation travel. … The movement away from escapism toward personal enrichment in the last 15 years is also a baby boomer-influenced trend.”
http://tinyurl.com/yz4dly3

Aging boomers face stark economics
CNBC
March 4, 2010

Overview: “Blattman and other boomers have woken up to a new reality. Their long-cherished belief that their lives would inevitably improve over time may no longer be true. It’s a cautionary tale for future generations.
http://tinyurl.com/yb9cqu4

Older Workers Bring New Purpose to Volunteer Work
Associated Press
March 4, 2010

Overview: “… nonprofits say it's boomers, now ranging from age 45 to 64, who are driving the trend of looking for meaningful volunteer opportunities as they near retirement. That's a big change from earlier generations, whose volunteers, many of them women without jobs, typically haven't arrived with specific demands.”
http://tinyurl.com/yjd4fub

Tom Brokaw didn't retire, he shifted gears
Matea Gold
Los Angeles Times
March 3, 2010

Overview: “The newsman's latest documentary, "BOOMER$!," examines the economic challenges facing the aging baby boomer generation.”
http://tinyurl.com/yln4ttz

A different kind of senior prom is making a scene
Diana Moskovitz
Miami Herald
March 4, 2010

Overview: “Welcome to Senior Prom, a television pilot one local production company hopes will become a regular program. The goal is to craft a mix of dating game show and comedy skit geared, as the name implies, to the over 55 crowd.”
http://tinyurl.com/yztopvt

Silver Tsunami: Boomers Could Face Long-Term Care Crisis
Paul Menchaca
Financial-Planning.com
March 3, 2010

Overview: “A new study by the Center for Retirement Research at Boston College points to a potential crisis as Americans struggle to meet health care costs. In over 300,000 simulations conducted by the Center for Retirement Research, the average lifetime health care expenditure for a typical married couple at the age of 65 is $197,000.”
http://tinyurl.com/yf57vnb

Will Boomers Be Any Different?
Paula Span
New York Times
March 4, 2010

Overview: Examines how boomers will cope with their senior years, particularly how the demographic might differ from previous generations.
http://tinyurl.com/yhxfz46

Boomers Slowly Warm to Mobile Web
eMarketer
March 3, 2010

Overview: “Baby boomers are on the verge of adopting smartphones and the mobile Internet, and in the vanguard of this movement are younger boomers. But boomers’ mobile Internet adoption rates will be similar to their social media uptake—that is, slow. They must see the benefits before they sign on.”
http://tinyurl.com/ycxjgdw

Why Baby Boomers Can't Be Put in One Box
Jerry Shereshewsky
Advertising Age
March 2, 2010

Overview: “It seems like the American marketing community is poised on the brink of an astounding discovery: the value of the post-war baby boom market! With the upcoming (and much anticipated) Tom Brokaw special, "Tom Brokaw Reports: Boomer$," it seems like everyone is trying to jump on this particular wagon.”
http://tinyurl.com/yl9cbrc

Job Search Grows Cold, Creating Reluctant Retirees
Emily Brandon
U.S. News & World Report
March 3, 2010

Overview: “Paul Skidmore is hesitant to call himself retired. … [he is] among a growing number of people who want to work into their 60s but are pushed into early retirement
by the weak job market.”
http://tinyurl.com/ycfvocu

The Boomer Home In 2010: A Multi-Generational Boarding House
Stephen Reily
Engage Boomers
March 2, 2010

Overview: "In a recent survey we conducted, nearly two-thirds of the female Boomer respondents reported that one or more of their adult children has returned home to live."
http://tinyurl.com/yhschuk

The Baby Boomer housing market
Dennis Bode
Orange County Register
March 3, 2010

Overview: "Chances are good that if you're reading this article you're part of the 76 million-strong "Baby Boomer Generation" (born between 1946 and 1964). Now that the first of those Boomers are reaching retirement age, we're going to see housing take a dramatic change in the very near future as these folks start to sell out and move into their next phase of life."
http://tinyurl.com/yha8ctg

VOICES: Joni Clark, On The Cost of Healthy Living
Mike Miliard
Wall Street Journal
March 3, 2010

Overview: "Joni Clark, is chief investment strategist at San Jose, Calif.-based Loring Ward, which provides investment strategies and business development support for independent financial advisers. Clark spoke to WSJ Financial Adviser about some of the unique risks and challenges facing retiring Baby Boomers, and the investing strategy she’s developed that targets that generation."
http://tinyurl.com/yhl5zeh

Hospital breaks new ground in luxury
Chelsea Conaboy
Philadelphia Inquirer
March 3, 2010

Overview: "A salon for couples' massages with private shower. Life-coaching sessions in low-lit rooms with cushy chairs. A lineup of services to make clients' skin appear younger and their bodies thinner. This isn't a retreat resort. It's the new face of luxury at the nonprofit Virtua Health system's recently opened Health and Wellness Center."
http://tinyurl.com/yg2btnb

The 15 Biggest Baby Boomer Brands
Judann Pollack
Ad Age
March 1, 2010

Overview: “The estimated $3 trillion in spending power boomers wield today is substantial, but let's not forget the money this generation doled out over the decades helped make brands and break them.”
http://tinyurl.com/yg9gvw4

Concern as baby-boomers prepare for Retirement
Hal Weitzman
Financial Times
February 28, 2010

Overview: “When Jim McNerney, Boeing's president, chairman and chief executive, gave a speech on innovation, over lunch at a downtown Chicago hotel recently, he barely referred to the well-publicised woes his company has experienced in recent years in bringing new aircraft to market. Instead, Mr McNerney focused on a concern for the future.”
http://tinyurl.com/yhhl876

The Aging Brain Is Less Quick, But More Shrewd
Michelle Trudeau
National Public Radio
March 1, 2010

Overview: “For baby-boomers, there is both good news and bad news about the cognitive health of the aging brain.”
http://tinyurl.com/y9zpwea