Somewhere between Woodstock Nation and Over-The-Hill, the most sought after market in America became passé. The fortysomething-to-sixty-something crowd has not been attracting its fair share of commercial attention. This is an ill-bred business blunder.

The influential over-50 segment has $2 trillion in annual spending power and today controls 50% of all discretionary income. Even more staggering is an unfolding demographic truth: more than 30 percent of Americans will be over 50 by 2010.

The frontrunners are Leading-Edge Baby Boomers, the founders of modern youth culture and adroit consumers of yuppie materialism. They have never been shy about exalting brands when products meet their astute expectations. Now, the enormity of this segment is evolving to become the most lucrative branding, advertising and marketing opportunity in fifteen years.

Written by Brent Green, a creative director and copywriter with over 25 years of experience developing advertising and direct mail campaigns targeting Boomers, this trendsetting book presents tested strategies and tactics designed to win Boomers as customers. Learn how Boomer values, goals and buying motivations are challenging every marketer to adapt. Discover the most powerful methods to create Boomer-focused promotions, while developing solid creative strategies and adverting copy that connects. Uncover powerful new research that's revolutionizing dozens of industries.

Watch Brent Green speaking about
the importance of Boomers to business.

Americans born between 1946 and 1955 are poised to shatter traditional assumptions about the sixth and seventh decades of life. They will not tolerate stereotypes or ageism. They will expect stylish products to instill value beyond mere utility. They will invest in products and services that speak to deeper values, and they will reward those who crack the marketing code. This “fascinating and trenchant” tome tells how.

Provocative and incisive, Marketing to Leading-Edge Baby Boomers reveals the seminal secrets to successful marketing. A thorough discussion discloses the psychological, sociological and interpersonal dimensions of a generation roaring into retirement.

FREE White Paper:
Five Marketing Questions about Boomers

Five Marketing Questions about Boomers

Book Reviews

Choice magazine weighs in ...

Author's Note: CHOICE? I have to admit that before my book received the following review, I had not heard of CHOICE. The subtitle is Current Reviews for Academic Libraries, a periodical that is both prestigious and has greatly buttressed library book sales. This unexpected review is certainly my choice.

"Green, a marketing communications consultant, provides straightforward coverage of the frontline Baby Boomer segment, emphasizing practical applications and relevant products and services as this niche target group moves toward a senior lifestyle. Green combines current research with opinion to create interesting future projections regarding the Boomer generation and society. Those involved in marketing to tomorrow's seniors will find the work profitable and worthwhile. Summing Up: Recommended."

Writer's Digest magazine weighs in ...

"This is an interesting, smart and important book, and the writer capably crafts a compelling, informative text that engages the reader. This writer is very skilled and exercises a capacity for tight, focused writing, often employing very vivid descriptions and clever phrases to illustrate key ideas and principles presented in the text. Overall, the book is very well-done, and the author should be commended for this accomplishment."

"The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Now members of that influential generation are entering their fifties with more disposable income than any previous generation. This new and expanded second edition of Marketing To Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions by marketing creative director, strategist, and copywriter Brent Green covers all of the insights and strategies necessary to successfully sell products and services to this now aging population. Readers will come to understand critical 'bipolar metavalues' that influence Boomer buying decisions; learn how to select the right advertising media to achieve marketing goals; realize why and how mature audiences receive advertising messages differently; create advertising and marketing programs that transform a brand into a Boomer favorite; receive instruction on how to plan and organize 'bandwagon' Boomer events and promotions; explore the opportunities for reaching Boomers through the Internet; and so much more. If you are marketing a product or service to the Baby Boom generation, then you need to give a careful and reflective reading to what Brent Green has to say about selling to the Boomers in today's highly competitive and frequently volatile marketplace."

 BOOMER BLOG

Marketing to Leading-Edge Baby Boomers presents tested marketing and advertising strategies to reach and win Boomers as customers.

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