On stands now is the print edition of Forbes magazine (December 2011, Investment Guide). It features the story Boomers: Reinventing the Next Chapter, by Deborah L. Jacobs. Lori was interviewed for this article about her success in building a business that helps others to understand the needs and wants of the Baby Boomer and Senior consumers, and effectively reach them.
In A Brutal Economy, Boomers Rewrite The Next Chapter
Two years ago, on her 50th birthday, Lori Bitter got fired from her job at JWT, a subsidiary of WPP, the world’s largest ad agency. Nothing personal, mind you, but JWT had decided to eliminate JWT Boom, the unit she ran focused on marketing to mature consumers. She spent that weekend with her husband, on a long-planned birthday jaunt to Sedona, Ariz. “I hung out in the red rocks and pondered my existence,” she says.
The pondering didn’t last long…
Read the full article online at Forbes. Print article available on December 5.
The past 15 years have been an uncharted journey. I started learning about the demography of our country and particularly the mature population as I was launching the original Medicare HMO programs.
My grandparents raised me, so speaking to seniors in a relevant, respectful manner was second nature. All the while we were talking to clients about the wave of Boomers who would be moving through the Medicare system. Little did I know I would be working for Ken Dychtwald’s team at Age Wave Impact – the author of the books that informed our client strategies.
Age Wave Impact, and now JWT BOOM, are history. The team at Continuum Crew steadfastly believes in the power of research-informed strategy for engaging mature consumers across all available media. No one does this better than experienced mature market experts.
While seniors and even Ikes, or the Silent Generation, seemed “knowable” for many marketing professionals, the Baby Boomer generation has presented a far greater challenge. Without ongoing research, a thorough understanding of generational influences, life stages, cultural anthropology and developmental psychology, we are a 20 year cohort of endless contradictions. Even knowledge and expertise cannot always explain the hairpin turns taken by the different segments of this population on their way through the aging process.
So when our clients ask, “What are Boomers like?” we stifle a smile. They are both like and unlike generations aging before and after them. Learn More →