Baby Boomers and Marketing

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Baby Boomers & Marketing

Reports

The Grandparent Economy: A Study of the Population, Spending Habits and Economic Impact of Grandparents in the United States (Peter Francese with Grandparents.com; 2009)
Boomers and Technology: An Extended Conversation (AARP and Microsoft; 2009)
Wealth with Wisdom: Serving the Needs of Aging Consumers (Deloitte Research; 2007)
The New Retirement Mindscape (Ameriprise Financial and AgeWave; 2006)
Baby Boomers Approach Age 60: From the Age of Aquarius to the Age of Responsibility (Pew Research Center; 2005)
Baby Boomer Market (Radio Advertising Bureau; 2004)
The Next American Dream (Citigroup; 2004)
You're Getting Old: Europe's Demographic Problem Is Your Marketing Problem (Young & Rubicam; 2004)
CAR for the Baby Boomer Market (NTA; 2002)
How Unilever Breaks Down Boomers (Unilever)
Segment-Specific Research Reports

News and Magazine Articles

5 Innovation Lessons From A Breakthrough Brand Aimed At Aging Americans (Fast Company; 2012)
Older Entrepreneurs Target Peers (Wall Street Journal; 2010)
What is the Age-Identity of your Organization? Assessing and Engaging Changing Age Demographics in 2010 (Sloane Center for Aging and Work; 2010)
Homebuilders Target Baby Boomers with New Amenities and Activities (CNBC; 2010)
AT&T Convenes Advisory Panel on Access & Aging to Better Serve Customers (PR Newswire; 2010)
What Do Baby Boomers Want From Technology? (New York Times; 2009)
Today’s Seniors and Boomers Rival Younger Generations in Online Activities (Cable & Telecommunications Association for Marketing; 2009)
The Impact of Aging Consumers on Business (Coastline Journal; 2009)
Surveys Show Boomers Drive U.S. Consumer Confidence, Remain Nation's Wealthiest Consumer Group (Marketwire; 2007)
Over-50 boomers are a rich, mostly untapped market (Seattle Pi; 2004)
Boomers: A Web Marketing Bonanza (BusinessWeek; 2006)
It's Time to Connect With Baby Boomers (BrandWeek; 2006)
Age or Attitude: How Advertisers Ignore a Major Target at Their Peril (Market Research; 2005)
Playing the baby boomer trends (CNN Money; 2005)

Journal Articles

Baby Boom Consumers and Technology: Shooting Down Stereotypes (Niemela-Nyrhinen; Journal of Consumer Marketing; 2007)
A Comparison of Younger and Older Baby Boomers: Investigating the Viability of Cohort Segmentation (Reisenwitz and Iyer; Journal of Consumer Marketing; 2007)

Congressional Records

Marketing or Medicine: Are Direct-To-Consumer Device Ads Playing Doctor? (U.S. Senate Special Committee on Aging; 2008)

Books

The Age Curve: How to Profit from the Coming Demographic Storm (Gronbach; 2008)
Advertising to Baby Boomers (Nyren; 2007)
Boom: Marketing to the Ultimate Power Consumer-the Baby Boomer Woman (Brown and Orsborn; 2006)
The 50 + Market (Stroud; 2005)
Ageless Marketing (Wolfe; 2003)
Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions (Green; 1998)

Websites