Home > Articles > Business & Management

  • Print
  • + Share This
This chapter is from the book

Spirituality

My first enterprise, SeniorNet, was a success partly because its members had a sense of spiritual efficacy. By engaging with computers while participating as volunteer learners and leaders, SeniorNet's members felt they were making a contribution. In this book, we define spirituality as building community and a culture of caring. At midlife, spirituality often arises when people take on the hard questions surrounding longevity and life-changing events, questions such as, "What is worthy of me now?" and "Did I give enough?"

How is a person's spirit unleashed? What satisfies his or her soul? More than likely, the answer will involve an experience—a vacation, a worship service, a pleasant time with grandchildren, a moment of joy and relaxation exploring a passion, or a morning walk with friends. One reason is that marketers have been selling "peak experiences" to boomers throughout their lives, and the boomers have listened. As a result, they demand authentic brands that free their spirits and respect their intelligence and creativity. If you can leave your customers with their spirits soaring when they talk about your product or use your service, you will win.

Spirituality also appears in the workplace in the forms of value creation and leadership. I often hear stories of midlife professionals who left their jobs because their boss made them feel as if they were not worth much. We have an opportunity to create a new generation of business leaders who will build teams that respect the spirit and dynamic contribution of all members of their companies. We have a chance to create business environments in which all members are respected for their ideas and contributions and challenges are dealt with openly and fairly. What the boomers won't stand for are environments that kill their spirit. So the best business lesson is to create companies that unleash the talent and inspire the spirit to let it shine each day.

This book explores eight key areas in which active older boomers will spend their money during their bonus round. The areas are health; travel; passion and play; sexuality and romance; fashion and beauty; housing; family; and eldercare. The good news is that the smallest entrepreneur and the largest corporation can both go after this market. This book outlines ways in which businesses large and small have leveraged these trends and made a footprint.

This book distills the business acumen and strategies of entrepreneurs, venture capitalists, corporate leaders, and nonprofits. Its goal is to inspire by telling stories of brand managers, entrepreneurs, corporate executives, and non-profit executives who combined in-house and outside experts to invent new products and services for the boomer market. It reveals how the largest companies on the planet bring in teams of experts to help plot an innovation strategy around this segment. It shows how companies reposition themselves in an entirely new space. It teaches how new brands are launched to help solve social issues such as the need boomers' parents have for accessible housing with a neighborhood feel. It also tells about energetic entrepreneurs who have created winning business plans, raised funding, and dealt with the ups and downs of launching a product or service.

This book's purpose is to give you the tools and resources necessary to help shape a business idea. I hope you will be inspired to take out a piece of paper and begin to plot your own business strategy as you go along. It's best to try this with four or five ideas and then toss them around with friends until you find the one that seems most promising.

There is also a "how-to" section that provides news you can use about reaching reporters who cover the "age beat," sales and marketing tips for creating a digital strategy, and advice from venture capitalists, business leaders, and nonprofits on ways to finance your dream.

Still, my intention for Turning Silver into Gold is greater than just assisting a business revolution. I also believe in the social mandate that boomers have carried since the Kennedy administration. Especially at midlife, when we are returning to these ideals of creating a better world, boomers want to embrace businesses that make a difference. They like the fact that IBM and Home Depot value older workers. They appreciate that JetBlue saves them money by having customers and employees clean the airplanes. They like brands that have a sense of social purpose as well as business purpose. They like companies that value them and don't marginalize them for turning gray. They buy products and services that help them age well. Companies that understand these sensibilities can do good while winning big.

This book is therefore partly a business guide and partly a social manifesto. It proclaims that a wealth of new businesses, new brands, and new funds can change what it means to grow older, and that this can be the catalyst for what author and boomer advocate Theodore Roszak calls "the longevity revolution." This third act of life is a time of opportunity. It is another chance for the exploration of both inner and outer lives. Ultimately, it is a time of generativity and making a contribution to others. It's about intimacy, creativity, and spirituality. This is where the real social and business revolution lies.

Businesses that combine doing good with doing well will capture market share in the aging boomer marketplace. They will understand the boomers' need for creativity and lifelong learning; their need for authentic and intimate relationships; their need for spiritual growth and personal expression; their need for adventure as well as cocooning; their need for connectivity, family, comfort, beauty, and security. They will understand that boomers want to make a life of their own choosing now, and that they are willing to pay for good value in the products and services that help them achieve these dreams.

For the past 25 years, the underlying theme of my work has been the restoration of the role of older adults as leaders in society. The industrial society marginalized elders because they had few ways to contribute to it. Today, our information society gives the opportunity to keep them connected, contributing, vital, and productive throughout their longer lives. As we speak of "turning silver into gold," then, the "silver" can be seen as a way to think about the money the boomers have or will inherit, as well as the color of their hair. The "gold" is a way to describe not just the wealth this generation will have to spend, but also the wisdom they have accumulated and how they will translate their financial worth into good works.

Once again, members of the baby boomer generation are acting as trailblazers, and the new ways they find to age will be the road map for generations to come. Now that boomers are in leadership roles, they have the opportunity to grow older in a different way. They can summon the same passion they had in youth, but now they have the time, money, experience, and desire to make a big difference.

Let's begin.

  • + Share This
  • 🔖 Save To Your Account

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020