Product Description

By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:

-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.

-- Select the right advertising media to achieve your marketing goals

-- LOHAS: a new lifestyle segment that's changing everything

-- How to plan and organize "bandwagon" Boomer events and promotions

-- Exceptional opportunities for reaching Boomers through the Internet.

Product Details

• Amazon Sales Rank: #521464 in Books
• Published on: 2006-03-10
• Binding: Paperback
• 336 pages

Review
Brent Green has done a terrific job of defining the needs and aspirations of the "tip of the arrow." -- John Zweig, Chairman of Specialist Communications, WPP Group

Brent Green knows about marketing to Baby Boomers and he proves it in this masterful and easily readable book. -- Jay Conrad Levinson, author of the Guerrilla Marketing book series

From the Author
The influential generation that propelled youth marketing is now transforming what it means to be over 50...and fortunes are about to be made. This book tells why and how.

About the Author
Brent Green studied psychology in both undergraduate and graduate school, and spent the first four years of his career working as a counseling therapist, where he honed deeper insights about human motivation and behavior. His counseling practice afforded him an opportunity to work with and help a diverse range of patients suffering from a plethora of mentally- and physically-disabling conditions.

For the next twenty-seven years, he has worked in the field of marketing communications. In the capacity of a marketing and creative strategist, as well as an award-winning copywriter, he has had innumerable successful business experiences selling a multitude of products and services to Baby Boomers—from real estate to fast food, and from a new business radio format to a worldwide cycling event. His marketing experiences cover practically every product and service category. Over fifty regional, national, and international awards acknowledge his creative and commercial accomplishments.

The author has also written and published Noble Chaos, an award-winning novel about Baby Boomers during the Vietnam War era. As with any foray into fiction writing, this challenge forced the author to think intensely and critically about the sociology and culture of this coming-of-age period, as well as to understand the indelible values that persist within an influential generational segment. He also has received critical recognition from Writer’s Digest magazine for a forward-looking essay about Baby Boomers in midlife, as presented earlier in this book.

In addition to formal education in psychology and accumulating real-world marketing experiences, the author has spent two decades reading extensively about Baby Boomer demography, cultural developments, and futuristic predictions. In this book, he has incorporated some of the more significant insights gleaned from many hours spent reading and reflecting.

The author is a Leading-edge Baby Boomer. He reached maturity during the critical time when this generation adopted its core values and beliefs. He was part of the party, as well as a curious and critical observer.

Customer Reviews

Make More Money
This book achieves a dual purpose that I found extremely gratifying. It helped me understand the leading edge baby boomers in a way that I never have before. It also gave me insights about specific ways to market my services to this group.

I've read many books that give general marketing ideas, but none that goes right to the heart of this unique group of men and women and offers information that I can use to reach them.

As a bonus, the book is enjoyable to read and offers unexpected and interesting insights about the world around us

There has been a lot written about the Baby Boomers, but nothing that has been written comes even close to giving you the information you need to reach this huge demographic in an effective way.

There are many people who understand the Baby Boomers.
There are many people who understand marketing.

There are precious few who understand both.

Brent Green is one of those unique people who truly taps into the deepest needs of the Boomers. Not only that but he will give you the tools you need to meet those needs with your goods and services, and to do so over and over again.

If you want to increase your income and get inside the hearts, minds, and souls of the Boomer generation, get this book.
It will be the best investment you ever made.

Brent Green Understands the Baby Boomer Market


If you are a baby boomer and/or marketing to baby boomers, you will find this book intriguing and enlightening. It is a marketing book, a social commentary book, and a literary book all in one.



My advice is to read chapters one and two first to get an excellent overview of generational designations, and a concise description of the baby boomer demographics and history. Then move to the Afterwords at the end of the book - "Baby Boomers at Midlife", "Becoming digital...a Boomer's trip," and "Baby Boomers, 2028." These are quick, delightful reads, and they give you an entertaining and literary feel for the subject matter and for the author's outstanding writing ability.



Once you've digested those portions, go back to the beginning of the book and dig into each chapter. You'll find a wealth of factual information, historical perspectives, and future implications for boomers and those marketing to boomers. It's a fascinating, sometimes unsettling read, especially if you are a baby boomer yourself.



The author, Brent Green, has written a well-researched, insightful and original book about marketing to the baby boomer generation. I haven't seen anything else like it out there. I highly recommend it.

a fascinating and trenchant tome
Brent grasps the young/old boomer dichotomy. If you market to boomers and just play the 'forever young' card, you're in big trouble. Likewise, if you treat us only as people getting old, you've lost us again. Brent's practical approach, by using examples of actual marketing and advertising campaigns, explains to marketers what works and what doesn't. He coaches advertisers how to fuse concepts that on the surface appear to be mutually exclusive.

The 2nd edition has a section on copywriting. This makes Brent quite lethal -- a two-gunned gunslinger. In one holster, marketing -- in the other, advertising.