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After Fifty: Baby Boomers Will Redefine the Mature Market
Baby boomers have, throughout their lives, represented a marketer's dream: great in number, open in attitude and big on spending, they have as a generation proved an incredibly lucrative market to every company that's succeeded in winning their favor. Yet youth-oriented marketing methods that took hold when boomers were in their adolescence and early adulthood have been hard to shake. The challenges for business now is to understand how baby boomers have changed and how they've remained the same, the better to coordinate a skillful, nuanced approach to this now mature market.

After Fifty: How the Baby Boom Will Redefine the Mature Market brings the opinions of numerous experts to bear on the problem of reaching this skeptical, sophisticated and independent generation. These experts have uniformly discovered that baby boomers harbor a strong resistance to anything categorizing them as "old." Their sense of fun and adventure, exploration of new things, and free-thinking tendencies persist; they are avid learners and show a striking readiness to adapt to new technologies and ideas. In terms of their health they are equally engaged and pro-active; many are devotees of holistic medicine, herbal remedies, yoga and the like, and the majority enjoy some form of outdoor or sporting activity. They realize that health is the key to maintaining youth, and vitality essential to health; most aver a desire to stay active, even employed, well beyond the current retirement age of 65.

Editor Leslie M. Harris has consulted with authorities in various fields, including entertainment and travel, financial services, retail, food, technology and healthcare, to present a sampling of professional opinions on what boomers want from all these industries. The book includes details of today's boomer demographics, compared with previous and subsequent generations, and data on their attitudes as revealed by representative surveys. It also analyzes successful ad campaigns to pinpoint winning strategies, fills the reader in on what baby boomers like in fast food, and describes the role of technology in the average boomer's life. There's plenty of food for thought here: why clothing makers should perhaps reconsider their designs for women of this generation; what boomers expect from their financial advisors, and why; a consideration of their preferred prescription drugs.

They may be aging, but baby boomers are still a force to be reckoned with in U.S. business – the leading force, many will tell you. Called an "excellent" and "reader-friendly" assessment by reviewers, After Fifty is the ideal entry-point to understanding this market. Any business principal interested in selling to boomers will want the information contained in these pages.

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