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Boomers 3.0 : marketing to baby boomers in their third act of life / Lawrence R. Samuel.

By: Samuel, Lawrence R [author.].
Material type: TextTextPublisher: Santa Barbara, California : Praeger, an imprint of ABC-CLIO, LLC, [2017]Description: xvii, 186 pages ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781440857225; 1440857229.Subject(s): Baby boom generation -- United States -- History | Baby boom generation -- Retirement -- United States | Baby boom generation -- United States -- Social conditions -- 21th century | Health attitudes -- United States | SOCIAL SCIENCE / Sociology / General | Baby boom generation | Baby boom generation -- Retirement | Health attitudes | United States | 2000-2099Genre/Form: History.Additional physical formats: Online version:: Boomers 3.0.DDC classification: 305.2
Contents:
Preface -- Introduction -- Fountain of youth -- Old dog, new tricks -- Reboot -- Inner muse -- Bucket list -- Higher ground -- Boomerpods -- Gray power -- Pay it forward -- Footprints in the sand -- Conclusion -- Notes -- Selected bibliography -- Index.
Summary: "The graying of America is undeniable, with an estimated 10,000 boomers turning 65 every day. But to dismiss the baby boomer generation as a group no longer worth marketing to would be foolish. According to the Census Bureau, in 2029--the year when the last boomer will have turned 65--there will still be more than 61 million boomers, roughly 17 percent of the projected population of the United States. Boomers will still be the wealthiest generation in the United States until at least 2030, according to the Deloitte Center for Financial Services, with their share of net household wealth to peak at 50.2 percent by 2020. Boomers 3.0: Marketing to Baby Boomers in Their Third Act of Life describes how to market to baby boomers from a cultural perspective, specifically addressing the demographic group of baby boomers in their later adulthood--a period that will continue for the next two to three decades. The author uses the term "3.0" to indicate the baby boomers' third phase of life and explains how this third act of life will differ from earlier periods; accordingly, organizations should take a different approach to marketing to them than in the past. This book offers a way to contextualize business objectives within a culturally based, forward-thinking framework that fully leverages the opportunities presented by what is perhaps the biggest and most affluent customer base in history. Readers will be able to use the strategies described to map territories to stake and mine in targeting boomers, create meaningful relationships with individuals in this group, and communicate effectively with boomers to offer them products and services."--Jacket.
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Item type Current location Call number Status Date due Barcode
Book University of Texas At Tyler
Stacks - 3rd Floor
HN59.2 .S256 2017 (Browse shelf) Available 0000002346922

Includes bibliographical references and index.

Preface -- Introduction -- Fountain of youth -- Old dog, new tricks -- Reboot -- Inner muse -- Bucket list -- Higher ground -- Boomerpods -- Gray power -- Pay it forward -- Footprints in the sand -- Conclusion -- Notes -- Selected bibliography -- Index.

"The graying of America is undeniable, with an estimated 10,000 boomers turning 65 every day. But to dismiss the baby boomer generation as a group no longer worth marketing to would be foolish. According to the Census Bureau, in 2029--the year when the last boomer will have turned 65--there will still be more than 61 million boomers, roughly 17 percent of the projected population of the United States. Boomers will still be the wealthiest generation in the United States until at least 2030, according to the Deloitte Center for Financial Services, with their share of net household wealth to peak at 50.2 percent by 2020. Boomers 3.0: Marketing to Baby Boomers in Their Third Act of Life describes how to market to baby boomers from a cultural perspective, specifically addressing the demographic group of baby boomers in their later adulthood--a period that will continue for the next two to three decades. The author uses the term "3.0" to indicate the baby boomers' third phase of life and explains how this third act of life will differ from earlier periods; accordingly, organizations should take a different approach to marketing to them than in the past. This book offers a way to contextualize business objectives within a culturally based, forward-thinking framework that fully leverages the opportunities presented by what is perhaps the biggest and most affluent customer base in history. Readers will be able to use the strategies described to map territories to stake and mine in targeting boomers, create meaningful relationships with individuals in this group, and communicate effectively with boomers to offer them products and services."--Jacket.

Reviews provided by Syndetics

CHOICE Review

Samuel provides fascinating, practical guidelines for marketing to baby boomers in the last third of their lives. He includes demographic and economic support for a significant role in our economy for boomers over at least the next decade. Recent research suggests that focusing on the customer's age is not an effective way to market to a boomer. Traditional messages dealing with volunteering, senior centers, retirement communities, and travel have frequently shown seniors as sidelined, marginalized people. Instead of creating identification and interest, reminders of age are likely to engender negative reactions. Successful marketers must find other ways to connect with boomer customers. Boomers do not want to fit in roles traditionally assigned to seniors. Other focal points such as family, meaningful work, community service, and lifetime learning are more likely to yield successful results in promoting goods and services. Each chapter has several "Opportunity" boxes that highlight and include detailed information on key, successful marketing strategies. Readers will develop a basic understanding of the impact of ageism, community, and purpose. Research is current and explained well. Summing Up: Highly recommended. Lower-division undergraduates through faculty. --Eileen G. Ferris, Branford Hall Career Institute

Author notes provided by Syndetics

<p> Lawrence R. Samuel , PhD, is founder of Boomers 3.0, a consultancy dedicated to helping organizations create meaningful relationships with baby boomers in their third act of life.</p>

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