The Old Rush: Marketing for Gold in the Age of Aging

The Old Rush: Marketing for Gold in the Age of Aging

by Peter B. Hubbell


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The Age of Aging will begin in 2014 as the last of the Baby Boomers turn 50. No other global trend will do more to impact the way we live, think, act and interact with brands for the next 20 years!The Old Rush: Marketing for Gold in the Age of Aging is an invaluable primer for marketers who want to seize the next big fast growth opportunity… a chance to propel their brands and businesses forward rapidly and on a global scale.The Old Rush establishes a parallel with the famous California Gold Rush of the mid-nineteenth century, and draws on the author’s own insights and observations from a 30-year career at the forefront of the advertising business. In this book, Peter Hubbell makes a strong case for why the nearly 80 million Baby Boomers are Marketing’s Most Valuable GenerationTM and then outlines the basic rules of marketing engagement with this cohort along with practical ideas that brands and businesses can use to create their own success.The lessons from the Gold Rush are particularly apt to the modern-day Old Rush: Decisiveness, agility, creativity and perseverance will be the skills needed to thrive with the aging consumer.

Product Details

ISBN-13: 9780985286460
Publisher: LID Publishing
Publication date: 05/30/2014
Pages: 150
Sales rank: 1,308,939
Product dimensions: 5.60(w) x 8.50(h) x 0.70(d)

About the Author

Peter Hubbell is the Founder and CEO of BoomAgers, an industry-leading advertising agency dedicated to the aging consumer. In this role, Peter has become one of the pre-eminent communications experts in the global aging space and is a sought after speaker. With over 30 years’ experience as a top ad agency executive, Peter’s sat on the global board of Saatchi & Saatchi,and has worked with blue-chip clients including Procter & Gamble, Pillsbury and General Mills.

Table of Contents

Forword Boomers Today Jane Pauley ix

Preface xiii

Introduction xvii

Part 1 Coming of Age

Chapter 1 Boom! Peace, Optimism and Babies A new generation comes to life 3

Chapter 2 It's 1969. Do you know where your kids are? 11

The Baby Boom babies are growing up

Chapter 3 Strength in Numbers 19

Eighty million strong and making things happen

Chapter 4 The Original Brand Managers 29

The advent of consumerism and branding

Chapter 5 The Most valuable generationTM 39

Having the most and spending the most

Chapter 6 The Graduating Class 43

Aging out of marketing's eighteen to forty-nine target

Chapter 7 Starting over, again 51

So much for the simple life

Part 2 Lessons from the First Gold Rush

Chapter 8 Eureka! 59

Gettin excited to get rich

Chapter 9 Destination Gold 67

Leaving familiarity behind

Chapter 10 Gearing up 75

What you need to succeed

Chapter 11 Staking a claim 83

Knowing where the gold is

Chapter 12 Mining for gold 91

Relying on natural tendencies

Part 3 Marketing for Gold in the Age of Aging

Chapter 13 What's in the way of a new way? 99

Overcoming barriers to change

Chapter 14 Generational Marketing 111

A "new-age" approach to marketing to age

Chapter 15 Getting better with age 123

Navigating the psychological complexities of aging

Chapter 16 Perfume or hope? 135

Know what you're really selling

Chapter 17 Enduring mutual respect 139

Communicating authentically to get real results

Chapter 16 Brand Belonging 145

Going beyond loyalty for relationships that last a lifetime

Afterword: The Legacy of the Old Rush 153

Recommended Readings 157

Notes 161

About Boomagers 165

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The Old Rush: Marketing for Gold in the Age of Aging 5 out of 5 based on 0 ratings. 1 reviews.
ReadersFavorite More than 1 year ago
Reviewed by Vernita Naylor for Readers' Favorite Marketing is a multi-billion dollar industry. It is the process of channeling goods and services from supplier to buyer. When marketing your goods or services, you must consider your target market and the required channels to reach them. The Old Rush: Marketing for Gold in the Age of Aging by Peter Hubbell is an excellent marketing resource. Peter displays the effectiveness of marketing using the elements of the aging community. For example, the Baby Boomer generation is from 1946 to 1964 and has an identity unlike any other generation. Baby Boomers helped not only to create the new face of marketing, but established the trends and fads that continue to repeat themselves and will do so for generations to come. It was during this era that a lot of businesses were able to test their marketing efforts and were eventually able to grow their businesses, from United, Betty Crocker, Sara Lee, television broadcasting channels (i.e. ABC and NBC), Procter & Gamble (P&G) and Levi’s, to Coke and Pepsi. “You see, the Baby Boomers are the largest, wealthiest segment in the history of marketing, and while they still dominate almost all product categories, marketers have been slow to embrace an older consumer whom they judge to be less valuable than a younger one,” says Peter Hubbell. Peter hit the mark when he penned The Old Rush: Marketing for Gold in the Age of Aging by Peter Hubbell due to its wealth of knowledge. I truly enjoyed this book because, as stated in his quote that the Baby Boomer generation is being overlooked when it pertains to marketing efforts, however, it must be understood that the younger generation does not have brand loyalty and companies have not yet grasped this evolution. Maybe once their profit margins begin to erode they will then begin to reconsider the economic buying power of the aging market. Businesses and companies, if you are looking for other markets to help scale up in your bottom line, I highly recommend reading The Old Rush: Marketing for Gold in the Age of Aging by Peter Hubbell.