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About Brent Green

  • About Brent Green
    This blog is about Baby Boomer consumers and how to sell to them through marketing and advertising. I am a marketing consultant and author of two business books: "Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions" and "Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future." I also present workshops and give speeches about the Boomer generation and business strategies. My company, Brent Green & Associates, Inc., is an internationally award-winning firm specializing in direct response marketing for health & fitness and Boomer-focused companies. Marketing to Boomers I welcome your comments and questions here. Please enjoy my blog commentary, which usually slides precariously on thin ice.

Building Boomer Business


  • Media relations, media interviewing, public speaking, and leadership training for senior executives provided by veterans in PR and news reporting

  • Discover the future with Brent Green's new book, "Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and The Future."

  • The premier online guide for adults ages 50-64, has named Brent Green's Boomers one of the Web's “Most Useful Sites”

  • IMMN is a professional organization for executives interested in marketing to the 40+ demographic. The organization, of which Brent Green is an honorary advisory board member, has affiliate marketing organizations worldwide, including in the UK, New Zealand and Australia.

  • Internationally award-winning direct response marketing for Boomer-focused companies

  • Sustainable Business Group, a consulting company comprised of leading multi-disciplinary experts, helps for-profit and nonprofit organizations wisely develop and deploy human, knowledge and physical resources for the long term.

  • Brent Green & Associates is a leading marketing company with specialized expertise in selling products and services to the Boomer male market, comprised of over 35 million U.S. adults. Click here to visit our website.

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Business Experts

  • Lee Eisenberg
    Lee Eisenberg is the author of "The Number," a title metaphorically representing the amount of resources people will need to enjoy the active life they desire, especially post-career. Backed by visionary advice from the former Editor-in-Chief of "Esquire Magazine," Eisenberg urges people to assume control and responsibility for their standard of living. This is an important resource for companies and advisors helping Boomers prepare for their post-career lives.
  • Kim Walker
    Kim Walker is a respected veteran of the communications industry in Asia Pacific, with 30 years of business and marketing leadership experience in Australia, Hong Kong, Tokyo and New York. His newest venture is SILVER, the only marketing and business consultancy focused on the 50+ market in Asia Pacific. He has been a business trends and market identifier who had launched three pioneer-status businesses to exploit opportunities unveiled by his observations.
  • Hiroyuki Murata
    Hiroyuki Murata (Hiro) is a well-known expert on the 50+ market and an opinion leader on aging issues in Japan and internationally. Among his noteworthy accomplishments, Murata introduced Curves, the world’s largest fitness chain for women, to Japan and helped make it a successful business. He is also responsible for bringing the first college-linked retirement community to Japan, which opened in Kobe in August 2008. Hiro is the author of several books, including "The Business of Aging: 10 Successful Strategies for a Diverse Market" and "Seven Paradigm Shifts in Thinking about the Business of Aging." They have been described as “must read books” by more than 30 leading publications including Nikkei, Nikkei Business, Yomiuri, and Japan Industry News. His most recent book, "Retirement Moratorium: What Will the Not-Retired Boomers Change?" was published in August 2007 by Nikkei Publishing. Hiro serves as President of The Social Development Research Center, Tokyo, a think-tank overseen by METI (Ministry of Economy, Technology, and Industry) as well as Board members and Advisors to various Japanese private companies. He also serves as a Visiting Professor of Kansai University and as a member of Advisory Boards of The World Demographic Association (Switzerland) and ThirdAge, Inc. (U.S.).
  • Generation Jones
    Jonathan Pontell is the founder and ardent advocate for Generation Jones, the "lost" generation between Baby Boomers and Generation X. Although this group has traditionally been lumped with Boomers, Pontell makes a powerful case to redefine this cohort as distinct from the Baby Boomer Generation.

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    « Boomers, Millennials and the Cycles of Generations | Main | Professor Randy Pausch, A Lecture, A Gift for Boomers »

    July 02, 2008

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    Brent Green

    Although marketing management at REI and its new advertising agency-of-record, BBDO Atlanta, pack a large portion of responsibility for the youth-centric (age- and authenticity-denying) look and feel of REI's catalogs, full responsibility falls on REI's current senior leadership, including its Boomer CEO, Sally Jewell.

    Let me share with you Sally's favorite quote:

    “Never underestimate the ability of a small group of people to change the world. Indeed, it is the only thing that ever has.” — Margaret Mead

    I encourage those who read this, and the small group who agree it’s important, to let REI know what you think about a company whose modern legacy is the Boomer generation — a legacy that helped make it possible for a woman to become its CEO in 2005 (and shatter yet another glass ceiling) — a legacy REI is not now proud to depict through marketing communications imagery.

    Sherri Meyer

    You are right on! I found your Website, because a friend and I (both Boomers) were having a discussion about REI and the lack of Boomers featured in their catalogs.

    I am a professional outdoor photographer, specializing in travel, adventure and lifestyle imagery. Most of my models (good looking and fit) are Boomers. I would love to see them in an REI catalog. I agree that they are missing the boat, especially since the Boomers represent the largest segment of the population.

    To top that off, all of my Boomer models shop at REI and have been for many years. They will most likely shop there until they are either dead, or REI shuts down.

    I really appreciate all the work you have done here, to try to change the minds of the marketing folks at REI, that apparently have a hard time changing their "paridigm."

    You are welcome to quote me anytime on this matter. Please do!

    Sincerely,

    Sherri Meyer
    Auburn, California

    http://www.sherrimeyer.com

    Chuck Nyren

    If I remember correctly, REI was originally the place to go for only hard-core rock climbers, hikers, and campers. Then they sacrificed this 'authenticity' and went wide to include equipment for outdoor family outings and casual campers and hikers. They sacrificed their ideals and 'authenticity' for the big bucks.

    I find nothing wrong with REI's decision. In fact, it was obviously a very, very smart one. But please don't use 'authenticity' to describe this company. They gave up on that one twenty-odd years ago.

    So not using older models, not overtly acknowledging people over fifty, and pretty much denying that this demographic exists, is probably the largest chunk of their business - doesn't surprise me. However, in this case it's not such a smart move. Before long some company will fill the void - and without being too overt about it, target people over fifty for this type of merchandise and lifestyle.

    And if this company positions itself correctly, you might end up with it being perceived as the outfitters for "serious adults/outdoors people" and REI, by default, then perceived as the place for "kids and lightweight campers".

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