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Another Chance for Love: Finding a Partner in Later Life
There are 35 million 40+ singles in North America. This book shines light on the dilemmas they face and how they can ensure fulfilling lives.
Numbering almost 80 million, trendsetting in beliefs and lifestyles, and now reaching the apex of their earning years, the baby boomers are showing no signs of slowing down. As they pay off mortgages and watch their children leave home, their budgets for discretionary spending expand: they are, perhaps more than ever, the holy grail for marketing professionals.

Companies rushing to secure the custom of baby boomer clients will not want to overlook the life stages in which members of this demographic find themselves. Life stages, as most marketing experts will attest, give a much better indication of people's interests, attitudes and spending patterns than their linear age. Studies have shown baby boomers respond well to marketing that succeeds in making an empathetic connection; it is essential for companies to know where members of their target market are in life, and use this information to tailor approaches accordingly.
This helpful book should appeal, therefore, not only to older adults contemplating the senior dating scene, but also to the marketers and advertisers who court them. The authors – psychologist and relationship expert Sol Gordon, PhD., and self-help writer Elaine Fantle Shimberg – point out that there are 35 million singles over age forty in North America today. Most of these have had disappointing relationships or marriages in the past and been discouraged by these experiences. With Another Chance for Love they offer this large population segment a fresh approach to building successful relationships: rather than looking for love, they suggest, seek to get the most out of life, and appreciate the particular advantages attendant to each life stage.
Here readers are advised on how to get better acquainted with themselves; to prioritize friendship over romance; to clarify in their own minds what they want from relationships, and to find Mr. or Mrs. "Almost-Right." With wise and empathetic advice it guides readers towards better choices and fuller lives.
Now middle-aged, baby boomers who were married for years may find it frightening to re-enter the dating scene after getting divorced or being widowed. Some may feel the singles scene is different from the one they knew in the ‘60s, ‘70s or early ‘80s; others feel awkward engaging in a social activity they associate with youth. But if there is any generation ready to challenge a belief that dating is only for kids, baby boomers are the ones to do it.
This is a book for the modern middle-aged single, sure to be welcomed by those looking for support as they enter into a sometimes unnerving new phase of life, the senior dating years. It also offers compelling insights into the way the lives of seniors will continue to change. For marketing and sales executives concerned with grasping the baby boomer experience – and that, in today's market, will be most professionals – it presents a balanced and experience-based tool for making sense of this exciting and unpredictable generation.

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