Generation Reinvention: The Book
A GENERATION IS CHANGING AGING…
Born from 1946 to 1964, Baby Boomers represent 26 percent of the U.S. population. By demographic force alone, this generation is having a lot of influence on the future. But demographics do not tell the entire story.
This generation of cultural and social innovators has influenced the shape and trajectory of every life stage they’ve experienced. In their teens, they questioned authority and insisted on a more egalitarian society through their consciousness revolutions. In their young adult years, they popularized new industries such as personal computing and natural products. In middle age, they have become dominant consumers of luxury products, automobiles, educational travel, financial services, second homes, healthcare services, and more.
With a majority over age 50, Boomers are already changing many traditional business practices and institutions, from advent of medical tourism to later-life entrepreneurialism. They are still shaping popular culture, from blockbuster films to stadium filling rock concerts.
This book gives you astute glimpses into what it actually means to be part of a generation, both personally and from a practical marketing standpoint. Through this lens you’ll discover an unprecedented analysis of generational influences, and then you can explore your own generational identity through a workshop included in the appendix.
You’ll finish this book well informed about how you can improve marketing communications, product and service development, nonprofit value, and public policies.
A significant section of the book also looks at Baby Boomer men, presenting new ideas about masculine marketing, including:
- Historical, technological, social, and cultural touchstones that make Boomer men a uniquely target-worthy market segment;
- Underdeveloped opportunities to market to Boomer men by employing gender and generational nuances, combined;
- New research and thinking about market segmentation of the Boomer male cohort.
The next few chapters of western society will include Baby Boomers as leading protagonists, while Generation Reinvention continues to change the meaning of business, marketing, aging, and consumerism. Accurately forecasting the Boomer future has substantial monetary implications for numerous industries.
Some choose to see nothing but problems with Boomer aging. Readers of this book will come to see extraordinary opportunities.
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