Marketing to Leading-Edge Baby Boomers Book

Somewhere between Woodstock Nation and Over-The-Hill, the most sought after market in America became passé. The fifty something-to-sixty crowd has not been attracting its fair share of commercial attention. This is an ill-bred business blunder.

The influential over 50 segment has $750 billion in spending power and today controls a majority of the nation s assets. Even more staggering is an unfolding demographic truth: more than 30 percent of Americans will be over 50 by 2010.

The frontrunners are Leading-edge Baby Boomers, the founders of modern youth culture and adroit consumers of yuppie materialism. They have never been shy about exalting brands when products meet their astute expectations. Now, the enormity of this segment is evolving to become the most lucrative growth opportunity in fifteen years.

Americans born between 1946 and 1955 are poised to shatter traditional assumptions about early retirement. They will not tolerate typecasting, stereotypes, pandering or ageism. They will expect stylish products to instill value beyond mere utility. They will invest in products and services that resonate, and they will reward those who crack the idiosyncratic marketing code.

Provocative, incisive, and unapologetic, Marketing to Leading-edge Baby Boomers reveals the seminal secrets to successful marketing. A lean but thorough discussion discloses the psychological, sociological and interpersonal dimensions of a generation roaring into retirement.