On his Generation Reinvention radio show, Brent Green has interviewed over 60 of the leading authorities focused on Boomers, marketing, business and aging. Three of his noteworthy marketing expert interviews include Ken Dychtwald, Joe Pine and Marti Barletta.
Dr. Ken Dychtwald
His work is based on 35+ years of original research for dozens of industries, from healthcare to housing and from financial services to insurance.
He is an articulate and profound observer of how today’s older adults interact with the marketplace, and his accurate predictions and ideas are regularly featured in leading print and electronic media worldwide.
Dr. Dychtwald is a psychologist, gerontologist, documentary filmmaker, entrepreneur and best-selling author of sixteen books on aging-related issues, including Bodymind, Age Wave, Age Power, The Power Years and Workforce Crisis. His newest book is entitled A New Purpose: Redefining Money, Family, Work, Retirement and Success. In 2007, he had his debut as a documentary filmmaker and host with the highly rated/acclaimed PBS special The Boomer Century.
He has served as a fellow of the World Economic Forum and he is the recipient of the American Society on Aging Award for outstanding national leadership in the field of aging. “American Demographics” magazine honored him as the single most influential marketer to Baby Boomers over the past quarter century. His article in The Harvard Business Review, It’s Time to Retire Retirement, was awarded the prestigious McKinsey Award.
Dr. Dychtwald is also the founding President and CEO of Age Wave, a firm created to guide Fortune 500 companies and government groups in product/service development for Boomers and mature adults. His client list has included more than half of the Fortune 500. His explorations and innovative solutions have fertilized and catalyzed a broad spectrum of industry sectors. During his career, he has addressed more than two million people worldwide in his speeches to corporate, association, social service, and government groups.
Joe Pine wants you to have transformational experiences as you go about the business of being a consumer. Accordingly, he also advises businesses and non-profits to stop being stuck on selling commodity products and services and to think more in terms of the memories they’re inventing for customers. Creating marketplace value today means crafting customer transactions that are unforgettable events.
“We are now in an Experience Economy, where experiences–memorable events that engage people in inherently personal ways–have become the predominant economic offering.
It eclipsed the Service Economy that flowered in the latter half of the twentieth century, which in turn superseded the Industrial Economy, which itself supplanted the Agrarian Economy.”
B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups. He is co-founder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.
Joe Pine and his partner Jim Gilmore wrote The Experience Economy: Work Is Theatre & Every Business a Stage (Harvard Business School Press, 1999). This best-selling book demonstrates how goods and services are no longer enough; what customers want today are experiences – memorable events that engage each customer in an inherently personal way. Realizing that in a world of increasingly paid-for experiences people no longer accept the fake from the phony, but want the real from the genuine, so Pine & Gilmore wrote Authenticity: What Consumers Really Want, with Harvard Business School Press in October 2007.
Joe Pine also wrote the award-winning Mass Customization: The New Frontier in Business Competition. It details the shift companies are making from mass producing standardized offerings to mass customizing goods and services that efficiently fulfill the wants and needs of individual customers.
Marti Barletta makes this clear in her recent article for Ad Age magazine: “And who’s doing all the spending? The women. That’s right–your sales success for the next two decades is in the hands of middle-age ladies. Or, to use the term I coined for women between 50 and 70 years old, PrimeTime Women. We’re talking about the healthiest, wealthiest, most active, educated and influential generation of women in history.
Not only are they in the prime of their lives, but they make up the prime spending segment for virtually every consumer category.”
This author also has some definite thoughts about how to market to Boomer women and older. Here’s just one excerpt from her vast catalog of books and articles. “Women look for ‘that’s me’ moments, that flash of recognition between her and the real people, real situations, real product usage, and real reactions that tell her you, as a marketer, get who she really is. Women think that people are the most interesting element in ANY situation. It pays to focus on the prospect and not the product,” she insists. “Stories, testimonials, and anecdotes are female social currency. These are how women connect to each other and how smart marketers connect to women.”
Marti is the world’s foremost authority on marketing to women. She is author of the groundbreaking book, Marketing to Women, which is now available in 15 languages, and co-author with Tom Peters of Trends, who named her MVP/BizGuru of 2005.
Her new book is PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders. In this book Marti breaks the story on the unprecedented buying power of women in their prime (ages 50-70) and details why this “silver bullet” segment is the prime source of business growth for the next two decades.
You can listen to any of Brent Green’s other interviews for his show Generation Reinvention by visiting either of these two outstanding internet radio networks: