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As they age, America’s 78 million baby boomers will live more active, creative, inventive lives than any generation before them. This represents a truly enormous business opportunity. In this book, the world’s number one authority on marketing to “post-50” baby boomers offers a complete blueprint for profiting from that opportunity.
Dr. Mary Furlong reveals breakthrough product and service opportunities, and gives you the tools, resources, techniques, and data you need to capitalize on them. She offers powerful insight into baby boomers’ new lifestage transitions in housing, health, fitness, finances, family, fashion, romance, travel, and work—and the new brand choices they’re about to make.
Throughout, Furlong combines extensive, authoritative market research with inspirational stories about passionate, tenacious entrepreneurs and brand leaders who are blazing new trails in these fast-growing markets. You’ll learn how to segment boomer markets, and identify opportunities to innovate entirely new categories of products and services. You’ll discover which sales and marketing strategies really work, and even uncover opportunities in the surprising worldwide boomer market.
Five trends shaping the next baby boomer revolution
Global markets, longevity, lifestage transitions, technology, and spirituality
From concept to product to financing, and beyond
All you need to execute on your baby boomer product/service opportunity
The new healthcare revolution, the new healthcare business
How boomers are using the newest innovations to take control over their health futures
Sex and romance: I’ll have what she’s having
The new sexual revolution: making it feel like the first time—or better
Choosing families, making connections
Powerful new opportunities in helping boomers reach out and connect
About the Author x
Chapter 1: A Global Overview of the Boomer Market 9
Chapter 2: The Business of Health 21
Chapter 3: Travel: An Adventure for the Heart, Mind, and Soul 41
Chapter 4: It’s Your Passion: Make It Happen 65
Chapter 5: Sex and Romance: I’ll Have What She’s Having 83
Chapter 6: Jeans, Jeans, You’re Young and Alive 99
Chapter 7: Gimme Shelter–And a Whole Lot More 115
Chapter 8: A Family of Our Own Choosing 141
Chapter 9: Eldercare: The New Midlife Crisis 161
Chapter 10: Financing Your Dream 177
Chapter 11: On the Age Beat: The Media and the Message 199
Chapter 12: Growing the Boomer Business: Sales and Marketing Strategies that Really Work 213
Chapter 13: The Class Act: Gold at the End of the Rainbow 233
Appendix A: The Connected Boomer 243
Appendix B: Boomers and Money 253