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. Samuel 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. He explains how the unique core values and “passion points” of baby boomers fuel their consumer behavior and offers a unique, intelligent and forward-thinking cultural analysis by outlining many ways readers can capitalize on the information presented and act on real business opportunities.
Boomers 3.0: Marketing to Baby Boomers in Their Third Act of Life
Lawrence R. Samuel