Wednesday, July 11, 2007

70 is the New 50 and Other Myths

BusinessWeek online includes an interview with William Byham, author of a new book about Boomers in retirement called 70: The New 50.

It's a clever title and he makes good points about older Boomers in the workplace.

But the title doesn't quite reflect today's Boomer Consumer, who is making age 50 and age 60 new. As Gail Sheehy, author of Sex and the Seasoned Woman, and Passages, puts it: "60 isn't the new 40, or 70 isn't the new 50. We're making 60 a new 60 and we'll make 70 a new 70."

Boomers are not stopping time, or going back in time, they're simply extending middle age until they are in our mid-80s or so.

Marketers will make mistakes if they think a 60-year-old Boomer wants to be 40 again. They want to be 60, but 60 their way -- healthier, wealthier and still working and consuming.

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Valuable Insights into the Hearts, Minds and Wallets of Today's Baby Boomers

This blog is by the authors of Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest and Most Influential Group, on sale now.

Here is where you'll find information referenced in the book, as well as updates, news and perspectives from Matt Thornhill and John Martin, founders of the Boomer Project.