Who wants to work ..read more

“Time” is a universal commodity. It is a limited resource everyone must work with. During our working (and child-rearing) years, time is at a premium, because demands for our time are great, with little precious time for leisure and relaxation ..read more

In 2012, A.C. Nielsen published a white paper titled, Boomers: Marketers’ Most Valuable Generation. Nielsen postulated that as more Boomers aged out of their prime income earning years, they would move from a life dedicated to making money to one that is directed at spending money. At that time, seniors controlled more than 70% of the total net worth of American households and represented 50% of all consumer spending, according to the U.S. Small Business Administration ..read more

A book that should be required reading for anyone marketing products or services to older adults is Stage (Not Age), by Susan Golden. Older adults have historically been defined – culturally and as a market – by their age. Ms. Golden points out that longer lifespans and healthspans have created an environment where older people cannot be lumped together as a single age-based cohort ..read more

After a decade of advertising to older adults, CIRCA 46 has settled on seven keys to capturing a senior’s heart. Take a look at these keys and consider how your marketing messages are measuring up ..read more

There are a lot of reasons why the elderly should be grumpy. As we age, physical health declines. Cognitive health declines. You would think a senior’s mental health would decline as well. Yet, there is a growing body of evidence that suggests the mental health of older adults is generally better than that of their younger counterparts ..read more

In her book, The Age Tech Revolution, Keren Etkin mentions a 2019 study by the British Office of National Statistics that labels 65-79 year old people as the happiest age group, while younger people are generally less satisfied with their lives.[1] So it should not come as a surprise that, according to a different source – the University of Southern California – older adults tend to favor positive information more than negative information in their attention and memory.[2] And as a result, they see and remember positive images better and negative images worse.[3 ..read more

Boomers, as a cohort, are in the midst of change in the way they shop for durable goods. For many, they are starting life anew. They have become empty-nesters. They may be entering retirement. They have plenty of money and are ready to spend it. These factors often cause Boomers to feel the urge to re-invent themselves ..read more

It is a given that everybody wants a life that is comfortable, healthy, and happy. That’s the textbook definition of “well-being.” And the factors that contribute to well-being can vary from person to person ..read more

The advertising and media industries regularly belittle older Americans, often portraying them as fragile, needy or useless. Most ageist perceptions – often held by younger ad creators and others in the media – fall into four basic categories of stereotypes: physically infirm, failing memory, incompetence, and general unpleasantness ..read more