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.
Lori’s latest blog post for MediaPost Communications Engage Boomer blog, discusses the drumbeat of the ‘Move Beyond Age’ movement has grown louder throughout this year, with conversations ranging from how to “re-tool” senior products for Boomers, to how to appeal to the largest demographic in today’s marketplace. Friends and partners are shining a light on human-centered design and the aging population.
Read Lori’s MediaPost Communications Engage Boomer blog post Move Beyond Age – Let’s Talk Better Design here.
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.
This is acknowledged quite nicely by an article posted today by Jim Goldman, CNBC’s Silicon Valley Bureau Chief, in his article: Boomer Technology is Booming Business. So often the expectation is that innovation in the form of new technologies is most quickly adopted by our youngest generations. But with older consumers poised to out-spend younger shoppers (by an estimated $1 trillion this year), technology companies ignoring the Boomer consumer are losing out—but this is changing.
Goldman points out that in fact large companies including Intel, Microsoft and Apple are racing to capture market share. The Boomer market, with its disposable income and increasing eagerness to embrace easier-to-use technologies, is growing.
In our next series of research we will be looking at Boomer’s adoption of technology, and what it will mean for consumer electronics makers. Goldman does not just talk about toys, but real tools specifically geared to this market that could make life easier and healthier. With this value-added approach, success awaits for the tech companies trying to tap the lucrative Boomer market.
To read Jim Goldman’s article, Boomer Technology is Booming Business, visit: cnbc.com.
The countdown is on—2 weeks to go: Be sure to watch (or at least set the DVR!) “Tom Brokaw Reports: Boomer$!”, Thursday, March 4 at 9pm ET on CNBC. The program will also air Saturday, March 6 at 7pm ET; Sunday, March 7th at 9pm ET; and Monday, March 8th at 8pm ET.
Just about to embark on a plane in Las Vegas, returning from the NAHB’s 50+ Lifestyle event at IBS. Just learned that my first article “Defining Ageless Marketing” has appeared on Canvas8 website. They approached me to write a series of articles on strategies for marketing to mature consumers. In the first article I reference David B. Wolfe’s term ‘ageless market’ and examine a values-based approach that will resonate with the older market.
Canvas8 is a global trends service that draws from myriad people from many disciplinary backgrounds to offer insight into attitudes and behavior. They encourage a deeper understanding of people so brands can more effectively engage with their audience. Their research is always in the context of how it affects people and, consequently, brands. They aim to have this research foster the creation of engaging brand strategies that will resonate with your target audience.
If you are a member of Canvas8 you can see the entire article at: http://www.canvas8.com. The next will appear mid-February.