Boomers 3.0: Marketing to Baby Boomers in Their Third Act of Life

Boomers 3.0: Marketing to Baby Boomers in Their Third Act of Life

by Lawrence R. Samuel


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Capitalizing on what is arguably the most important social phenomenon of our time and place—the aging of America—this book shows organizations how to market specifically to baby boomers in their third act of life.

• Identifies the 10 core values of the older middle class (cognitively healthy baby boomers age 52–80) that guide their attitudes and behavior and serve as cultural indicators of how they are likely to spend their time and money in the future

• Explains how the unique core values and "passion points" of baby boomers fuel their consumer behavior

• Offers a unique, intelligent, and forward-thinking cultural analysis

• Outlines many ways readers can capitalize on the information presented and act on real business opportunities

Product Details

ISBN-13: 9781440857225
Publisher: ABC-CLIO, Incorporated
Publication date: 07/31/2017
Pages: 186
Product dimensions: 6.00(w) x 9.30(h) x 0.90(d)

About the Author

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.

Table of Contents

Preface vii

Introduction xi

1 Fountain of Youth 1

2 Old Dog, New Tricks 17

3 Reboot 33

4 Inner Muse 49

5 Bucket List 65

6 Higher Ground 81

7 Boomerpods 97

8 Gray Power 113

9 Pay It Forward 129

10 Footprints in the Sand 145

Conclusion 161

Notes 165

Selected Bibliography 181

Index 183

What People are Saying About This

Tom LaForge

"What can we expect from a generation who introduced themselves to the world by igniting America's greatest cultural revolution only to follow it up with record-setting consumerism and unprecedented levels of wealth accumulation? Larry Samuel answers this $30 trillion question with the keen cultural insight of a social scientist and the clear-cut direction of a practiced business strategist."

Steve Wehrenberg

"When most marketers are freaking out over how to connect with millennials, Larry Samuel reminds us not to ignore or forget the significance, strength, and clout of the baby boomer generation."

John F. Sherry Jr.

"Our go-to cultural historian of marketplace pragmatics has written a guide that will enlighten consumers, managers, and public policy makers alike. His chronicle of boomers' defiant confrontation of ageism is empirical in character and lyrical in scope. The observations charted and opportunities identified in this book will hearten a generation disinclined to go gentle into prescribed senescence."

John Gerzema

"While millennials and Gen Z are ‘au courant' to most marketers, baby boomers are entering what Larry Samuel describes as ‘their third act.' This extremely compelling book provides leaders and organizations with a contemporary roadmap to understand the ‘Me Generation' in an entirely new light."

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