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Continuum Crew is proud to announce we are working with ClearSounds!

ClearSounds, along with its founding company, HITEC Group, is a small, women-owned business that has served the needs of people with hearing & vision loss with simple, cost effective solutions for almost 30 years. ClearSounds Communications is the leading manufacturer of cutting-edge assistive listening devices and amplified communication products for individuals experiencing mild-to-moderate hearing loss, which include corded & cordless phones, bluetooth headsets, neckloops, signalers, clocks & TV listeners.

Looking forward to ASA’s Aging in America Conference & What’s Next Boomer Business Summit next week

As you put together your schedules for these events next week, consider these ones where we can connect:

ASA’s Aging in America 2011

Tuesday April 26 – 1:00 – 4:00 p.m.
Boot Camp: Social and Mobile Media for Dummies

On the Friday, I also recommend you check out Barbara Waxman’s session ‘Developing Your Authentic Leadership Style‘, at 3:00 – 4:00 p.m. Barbara is a Bay-area based executive and life coach, this presentation is powerful stuff and I am always impressed by Barbara and her work.

What’s Next Boomer Business Summit

Friday April 29, 2011
Come by and visit us all day at our Continuum Crew ‘Chill-out & Relaxation Lounge’. Also between 10:00 – 11:00 a.m. Barbara Waxman will sit with us at our lounge’s comfy chairs, available to chat and we’ve asked that she bring a few complimentary copies of her book How to Love Your Retirement for some of the first guests at our lounge.

Social and Mobile Media Trends
Get onboard as online campaigns migrate from banners and email to social media and mobile apps – are magazine and TV ads history? Is e-mail marketing so last century? Is this Geolocation here to stay (and will the 50+ use it)?Are you ready for the change?
ModeratorJeff Makowka, Senior Strategic Advisor, Thought Leadership, AARP
– Bill Tancer, General Manager, Global Research, Experian Marketing Services
– Lori Bitter, President, Continuum Crew
– Jeff Hasen, Chief Marketing Officer, Hip Cricket

12:00 – 1:00 pm – Lunch with the Experts
I am a table host, and there will be a sign up sheet at registration. Sign up for mine and we’ll be having lunch together.

5:30- Networking Reception
Time to discuss an informative day!

The weather in San Francisco has been pretty nice the last couple of days – here’s to hoping it continues, I’ll see you here next week!

What’s Next Boomer Business Summit – April 29 in San Francisco

This annual event has been going eight years strong. It fosters a cutting-edge community explores and shares products and services that will serve the needs and wants of the 50+ market.

It is where the country’s leading Baby Boomer strategists, business leaders, executive marketers and research experts gather to introduce new research, products and services that truly represent what is next on the horizon for businesses selling to Baby Boomer and senior customers today. The gathered expert speakers and panelists will answer how to reach and successfully market to today’s Baby Boomer and senior consumer.

If you are a brand manager, corporate strategist, entrepreneur or a non-profit executive responsible for growing boomer business, this Summit is for you.

The event theme for 2011 is Dynamics, Deals, Differentiation and Disruption

  • GAIN insight into the latest 50+ research, go-to-market strategies, and success stories
  • LEARN methods to creating line Baby Boomer communities
  • CONNECT with thought leaders, brand managers and entrepreneurs who are shaping the 50+ market
  • DISCOVER new distribution channels
  • INTERACT with leading analysts, bloggers, authors, and age beat reporters during Lunch with the Experts
  • NETWORK with decision makers who get deals done
  • FIND out how the changing economy will influence decisions about real estate, lifestyle and the financial future of the 50+ population

Date: Friday April 29, 2011 – 8:00 a.m. – 5:00 p.m.

Location: Parc 55 Wyndham Hotel, 55 Cyril Magnin Street, San Francisco, CA 94102

Register by February 24 to receive the early bird rate!

Check out speakers, agenda and more information:

Connect with What’s Next Boomer Business Summit

Hashtag: #wnbbs2011

Produced by Mary Furlong & Associates, the What’s Next Boomer Business Summit is an official post-conference of the American Society on Aging (ASA) Aging in America Conference on April 26-30, 2011 in San Francisco.

Tapping the New Mature Consumer – GrandCare Systems’ Weekly Aging & Technology Web Meeting – Thurs. Feb. 3

Tapping the New Mature Consumer on GrandCare Systems’ Weekly Aging and Technology Web Meeting

Date: Thurs. Feb. 3, 2011
Connect: Go to , click ‘Join Meeting’ button. Enter ‘grandcare’ in the field that appears
Start Time: 11:00am PST / 2:00pm EST

Led by Laura Mitchell of GrandCare Systems, I have found these weekly calls to be a great forum for those in the technology arena of the aging space. At the Thursday, Feb. 3rd web meeting I will be sharing insight into the new mature consumer, specifically shifts in consumer sentiment in a changing marketplace. During this call, I’ll delve a little deeper into values-based consumer segmentation, and how it can help inform your organization’s marketing strategy. We will also discuss a message framework needed to engage the new consumer to increase your prospect base. I hope to hear you there!

To receive emails about the Age & Technology Web Meeting with dial in information, sign up at:

Boomers in the Wild Blog Wins Gold in Generations Awards 2010

This week we learned our blog Boomers In the Wild was awarded a Gold Generations Award. The Generations Awards are the only international competition for excellence in senior marketing, and is designed for professionals who communicate to the 50-plus mature market.

We want to make a special acknowledgment to Patrick Mercier, our EVP Director of Interactive, who creates award-winning web properties for our clients, for the design of our blog.

Congratulations to all the 2010 winners!

More information can be found on the Generations Award website at

Highlights Video from Memory Walk for Alzheimer’s

Check out this video posted to our YouTube channel. It is highlights of several of us ‘crew’ members who participated in the 2010 Memory Walk for Alzheimer’s in San Francisco on Saturday September 11, the first activity as part of our social responsibility initiative. We raised $800 toward the cure. Thanks to everyone who came out to walk and support us!

Summer Issue of C2 magazine: High Tech for the Boomer Future

After 12 years of working in the aging consumer space, I believe that in 2010 we have reached a tipping point. From the health care debate to the adoption of the iPad, people are focusing on the aging of our country’s citizens, and the rest of the developed world. At conferences nationwide experts are talking about the implications of an aging population; the concept of aging in place; and caregiving. At Continuum Crew, we follow these conversations and help our clients translate the trends and data into actionable product and marketing strategies.

I am pleased to present to you our latest issue of C2 magazine. The contributors in this issue are some of the smartest analysts, entrepreneurs and businesspeople focusing on aging consumers and their needs. They understand the intersection of technology and innovation in serving older adults and their caregivers, and they are on the cutting edge of understanding the power of social media.

This aging majority is shaping the zeitgeist of the country and creating a seismic shift in our worldview and approach to all types of goods and services. We have arrived at the tipping point.

Enjoy the issue!

>>Download the magazine here.

TV in the Bedroom More Important to Boomer Women Than Regular Sex, Continuum Crew Survey Finds

That is just one of the findings from our most recent survey. Through this research we wanted to understand the joint and individual habits of mature couples in making a range of purchasing decisions on technology products and services.

Ten years ago when we were more focused on the WWII cohort as the senior consumer, we made many assumptions in our targeting about who led the decisions in a household and who influenced decisions, and therefore how to talk with those consumers. In most categories, we were targeting a male head of household with influence from his wife. We have seen a shift as the financial power of Boomer women has grown—they have something their foremothers didn’t have—access to education, opportunities and careers. The balance of household power is shifting and with this survey we wanted to understand if couples are really shopping for big–ticket items together or acting as individual consumers, particularly as electronics have become more personal, and how and what couples will spend individually without consulting their spouse.

Among the findings are that Boomers report independent purchase behavior, many mature consumers self–identify as being tech–savvy, and Boomer women report the important role technology plays in their lives.

The reports for this research are available for download on this blog, under the ‘Resources’ column on the left. These documents are:

  • Research Slides – Mature Consumers & Personal Tech/Consumer Electronics
  • Fact Sheet–Research Highlights – Mature Consumers & Personal Tech/Consumer Electronics

An important implication for marketers is that men and women are likely to respond differently to consumer electronics and personal tech device product advertising. While men may be early adopters and have a lot of interest in product features, women are much more likely to care about the product benefits and the way those benefits are conveyed. Women need to understand more explicitly how a technology product will make their life better or easier. The supposition, although it stills warrants further testing, is that once that product becomes integral to their lives, women are more reliant on it and may be more inclined to upgrade or remain loyal. The difference in use and importance of technology in older consumers’ lives has valuable marketing implications. When coupled with the willingness to make separate purchase decisions this information enables marketers to create a powerful sales model for their target consumer.

Entrepreneur’s Annual 100 Brilliant Ideas

Continuum Crew is honored to be listed among some great company in Entrepreneur’s Annual 100 Brilliant Ideas in the magazine’s June issue. Continuum Crew was listed as ‘One to Watch’ in the identified fast-growing ‘Seniors’ area.

See the full article to read all the burgeoning areas they list, showcased companies and ones to watch.

Baby Boomer Outlook List

As mentioned in my previous post, we’ve taken on some activities here at Continuum Crew in celebration of Older Americans Month. As observed by the Administration on Aging (AoA) within the U.S. Department of Health & Human Services, Older Americans Month dates back to 1963 to honor the legacies and ongoing contributions of older Americans and support them as they enter the next stage in life. The theme issued by the AoA for this year is ‘Age Strong! Live Long!’ to recognize the diversity and vitality of today’s older Americans who span three generations.

So, with 10,000 Americans turning 60 years old each day, and this cohort already outnumbering teenagers in the U.S., we thought a better understanding of these citizens was in order. This list is inspired by the annual fall Beloit College Mindset List™, designed to help college professors at Beloit College in Beloit, WI get a better understanding of their incoming freshmen students. Continuum Crew has developed a ‘Boomer Outlook List’ to celebrate the richness of experience, strength and value of older Americans. Sure, Boomers are of many backgrounds and different traditions, so these generalizations may not apply to all, but we thought this would be fun to pull together to provoke some discussion, and give you the chance to take a trip down memory lane.

Here is our list below. What are your thoughts? Leave a comment about which points you would add.

The 2010 Continuum Crew Boomer Outlook List
These assembled observations attempt to identify some of the experiences that have shaped the lives—and formed the outlook—of American Boomers. Among these are collected facts about the presence and effect Boomers have in our country today.

  1. In 2010, 2 out of every 3 people over the age of 50 in the U.S. are Baby Boomers.

  2. Baby Boomers are turning 60 years old at a rate of 10,000 per day, and this will continue for the next 15 years. The age group of people 65 and older in the United States is expected to reach 20% of the total population by 2030.

  3. In the U.S. there are more people over 65 years old than there are teenagers.

  4. They were raised according to the principles of Dr. Benjamin Spock’s Baby and Child Care, a book that broke from the authoritarian tone and rigorous instructions of earlier baby–care books, and empowered mothers saying “You know more than you think you do….Don’t be afraid to trust your own commonsense….Trust your own instincts”. The book became America’s all–time best–seller at the time, only behind the works of Shakespeare and the Bible.

  5. They have always lived in the wake of the best thing to happen to our beaches: the bikini!

  6. Having learned to write in school using pencils, then pen and ink to learn penmanship, they are now tapping on keyboards. 83% of U.S. Boomers will use the internet regularly in 2011, up from 75% in 2006.

  7. Being of a generation famously characterized by having mobilized for social and political change, today almost three–quarters (70%) of Boomers say they still feel a sense of responsibility to make the world a better place.

  8. Having graduated college before we knew there was a hole in the ozone layer, Americans 55 years of age and older are now driving green product sales in the U.S., with more than 40 million Boomers actively seeking environmentally friendly brands.1

  9. Their introduction to the foreign cuisine of Italy was none other than Chef Boyardee (and they know he was an actual person).

  10. Roller skates had the much more stable 4–wheel configuration…and keys.

  11. They remember the cold war, the iron curtain and who was the messenger of the news that Timmy fell down the well.

  12. They are among the fastest-growing user groups on Facebook®.

  13. Raccoon skin caps were all the rage, and plaid was a wardrobe staple.

  14. Boomer women showed off their hot pants and bell bottoms, wore their Levi’s and all things tie-dyed. Now two-thirds of them report that they are purchasing apparel online, with 13% of them now only purchasing online.2

  15. Boomers outspend other generations by an estimated $400 billion each year on consumer goods and services. In fact, Baby Boomers in the U.S. constitute the 11th largest world economy.

  16. Boomers born in 1946: Bob Vila, Candice Bergen, Cher, Donald Trump, Judy Woodruff, Ken Starr, Sally Field, Steven Spielberg, Sylvester Stallone. At the other end of the Boomer range are those born in 1964: Barry Bonds, Blair Underwood, Clive Owen, Courtney Love, Diana Krall, Don Cheadle, Janeane Garofalo, Jose Canseco and Lenny Kravitz.

  17. Can slyly insult oblivious juniors with expressions like: “you sound like a broken record”, “she’s a Chatty Cathy”, and “you are a carbon copy”.

  18. They know what “A little dab’ll do ya’!” will actually do.

  19. They don’t have to search in Google Images to find out what an 8–track looks like (or Wikipedia to learn what it was).

  20. Grew up with a solution to the lost TV remote control: they didn’t have one. They remember their first television—and their first one in color too.

  21. They lived through the terrifyingly futuristic year of 1984 and the odyssey of 2001.

  22. Phones actually rang, and most everyone’s sounded the same; and rotary had some relevance to phones, not just a local club.

  23. Sun-dried tomatoes, balsamic vinegar, olive oil, ginger root, multi–grain bread and tortillas were exotic foods.

  24. They know the ‘day the music died’.

  25. Child car safety meant mom having both arms around you in the front seat.

  26. They remember the original Brangelina: Elizabeth Taylor and Richard Burton.

  27. Driving through a fast food establishment had much more costly implications.

  28. Despite having witnessed great strides in the advances of technology in their lives there are things that used to be easy but now are difficult, like opening a bottle of Tylenol® (safety caps) and understanding dialogue in action movies.

  29. Have long since doubted the true motivation of any woman named Mrs. Robinson.

  30. Cereal didn’t always come with ‘surprises’ inside—but laundry soap did!

  31. A penny actually bought something (and something good too): candy.

  32. Lastly, Boomers have some great mentors. Exemplary of the ‘Age Strong! Live Long!’ theme of 2010 Older Americans Month, Centenarians (people 100 years of age and older) are the fastest growing demographic cohort in the country.

For more information about the AoA’s May is Older Americans Month, visit:

1Boomer Quarterly Report, It’s Good to Be Green: Socially Conscious Shopping Behaviors Among Boomers, AARP Services, Inc. and Focalyst, 2007

2Survey,, April 2010