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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.

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  • 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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    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, Cultural Creatives, and the next U.S. President | Main | Boomers, Zoomers and a "Profit" Named Moses »

    September 11, 2008

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    George Hollis

    I wrote in Sept., 08 'I have just turned 59 and have never had a colonoscopy'. Well, now I have. It was as you said, not bad at all. I love to eat and that seemed to be the worst part, but it went quickly. By the way, every thing was fine.

    George Hollis (Boomer)

    Max

    Excellent post! I had been putting this off for years, I finally did it last October. Your post is a mirror image of my experience -- minus Nurse Bonny, mine was called Ellen. It was no where near as horrible as I had imagined. The drugs were good, but the news that there was no sign of cancer was great. Luckily this is not an annual procedure, but I think I can have it done once every 10 years. Thanks again for your post.

    Erin

    Thanks for an interesting and enlightening article! I love men but sometimes I don't understand them. I want to help take care of the men in my life so this helps when I can show them a posting like yours. I also read two other related articles that you may find interesting...
    Must-Have Medical Tests for Men -->
    http://www.alternativehealthjournal.com/article/must_have_medical_tests_for_men/2159
    and...
    A Guy’s Top Fears of Going to the Doctor -->
    http://www.alternativehealthjournal.com/article/_a_guy___s_top_fears_of_going_to_the_doctor/2165
    Thanks again!

    George Hollis

    A very good read,

    I have just turned 59 and have never had a colonoscopy. Why? I am not sure. I have always been in good health, never really had any great family history, good bowel habits all my life, ect.

    Even though we know the importance of it, sometimes the importance of it takes second or third place to every thing else.

    I do appreciate the clarity of the procedure presented and indeed it does clear up some of the unknown. I have a regularly scheduled appointment soon so just may include discussion about 'the procedure'

    George Hollis (Boomer)

    Brent Green

    Anne,

    Thanks for adding your personal experiences and encouragement. Indeed, I am glad to be alive and writing.

    Those in the colon screening business need a new marketing campaign, and, ultimately, that is the point of this blog: how we can constructively change and motivate Boomer social/consumer behavior through strategic marketing campaigns.

    We can't change behavior without changing perceptions. We need a new male "collective mentality" around colonoscopies. This procedure remains shrouded in darkness and myths. Old behaviors (or non-behaviors) die hard, but getting the tube is much better than hearing somebody in a white jacket invite you to check into a hospice.

    Perhaps your husband could benefit from more male peer pressure and a few other role models who submit to the procedure on live TV. John McCain and Barack Obama might be helpful here -- perhaps immediately following one of the debates. A further benefit would be unequivocal demonstration of bipartisanship at a time the country needs it.

    Ask your husband to read this blog post, get the procedure and report back here. Maybe a little old-fashioned public accountability will drive him to the gastroenterologist.

    Anne Holmes

    Thanks for the fantastic post!

    I experienced my first colonoscopy a few years ago, and have the pictures to prove it! Thankfully everything looked good, and like you, it seemed like the build-up to the experience was much worse than the experience itself -- I'm sure it's the drugs.

    Now if I could just get my husband to listen to HIS doc, the way you did to yours!

    Thanks for being brave with the test, and bigger thanks for living to write about it!

    Anne

    Carlea Bauman

    Cathy,

    Thanks for your comments.

    We at C3 agree with you completely that people AND DOCTORS need to be aware of symptoms of colorectal cancer and the critical importance of having those symptoms evaluated with COLONOSCOPY.

    These colonoscopies are NOT screening but diagnostic tests.

    No one should accept excuses like “you’re too young” or “probably just hemorrhoids.” Don’t stop until you get a real evaluation that includes colonoscopy to rule out colon or rectal cancer!!

    Symptoms of colorectal cancer include:

    Changes in bowel habits that last more than two weeks: constipation, diarrhea, alternating constipation and diarrhea.

    Rectal bleeding or blood in the stool.

    Persistent abdominal pain, bloating, or gas.

    A feeling that the bowel hasn’t emptied completely.

    Weakness, fatigue, or unexplained anemia.

    Unexplained weight loss.

    Although there are many reasons for these symptoms that don’t include cancer, they still need a complete diagnostic workup. Besides colorectal cancer, they might point to other treatable conditions.

    But . . anyone with any symptoms at any age needs a colonoscopy.

    If your doctor doesn’t agree, find one who does. Your life may depend on a prompt diagnosis and treatment.

    Cathy Warren

    Carlea,
    I appreciate that the [C3}Colorectal Cancer Coalition has been pushing for legislation in Congress that would guarantee access to colorectal cancer screenings. My concern is that I am a 43 year women who was diagnosed with stage three colon cancer at age 41. My doctor did not push for colonoscopy because I did not fit the profile. Even though I have good insurance I was not age 50 which is the recommended age for screening. It took my doctor 8 months to discover the tumor. He treated me for IBS for 8 months. When I lost 25 pounds I finally had the colonoscopy. I can not help but think that had I been screened earlier maybe two of my lymph nodes would not have been affected and I could have avoided 6 months of chemotherapy. I feel there needs to be an awareness that people are getting these diseases earlier and that the screening ages should be lower for preventative care ,and mandate that insurance companies cover these preventative costs.

    Sincerely,

    Cathy Warren
    Live Strong!

    Brent Green

    Carlea,

    You make an excellent point about the high cost of colonoscopies. I thought about this when I was writing the piece. If I had had to pay cash for the procedure, I'd probably still be thinking about it.

    Nevertheless, too many men in my Boomer network who already have health insurance avoid the big "C" like the plague. My brother-in-law at 63, for example, just had his first colonoscopy, and only after plenty of teasing and cajoling from my sister and me.

    Had someone laid out exactly what I could have expected (dealing with all my assorted anxieties), then I probably would not have procrastinated. I didn’t post the part where my doctor, Mitch, once boasted to me that not only did he have a colonoscopy, he did it without drugs. “I don’t mind if someone sticks a tube up my ass,” he proclaimed. That caused me to procrastinate another year.

    Here’s a shift in consciousness: from an embarrassing / evasive medical probe to a rather pleasant drug experience. That will warm up many Boomer men debating the trade-offs.

    I humbly hope I can help a few more macho guys get the screening test. Bill Clinton and George W. Bush have had theirs. So has Hillary.

    Thanks,

    Brent

    Carlea Bauman

    Thanks for writing such a great piece on the importance (and ease!) of getting a colonoscopy.

    I would like to add a comment about why so few men and women (as colorectal cancer does not discriminate based on gender) over the age of 50 actually get screened for colorectal cancer.

    I am president of C3: Colorectal Cancer Coalition (C3) and we've been pushing for legislation in Congress that would guarantee access to colorectal cancer screenings.

    In the past ten years, there has been a big increase in the awareness of the need to get screened for colorectal cancer, but if you're one of the 47 million under- or uninsured in our nation, knowing you need a colonoscopy doesn't do much if you can't afford one.

    There are currently three bills in Congress that, if passed, would make colorectal cancer screening available to most Americans: the poor and uninsured, the elderly and those with private insurance (colorectal cancer screening is NOT a guaranteed right for any members of large private insurance plans).

    C3 is urging folks to sign our petition to make colorectal cancer screening available to all. You can add your name to it here: http://advocacy.fightcrc.org/site/PageNavigator/CYBPetition

    You can also join our fight by logging onto www.CoverYourButt.org and sending a message to your Members of Congress in support of these bills.

    Thanks again for helping spread the word about colorectal cancer screening. If you can now help us get those bills passed, we'll be even farther along in our efforts to end death and suffering to colorectal cancer.

    Sincerely,

    Carlea Bauman, President
    C3: Colorectal Cancer Coalition

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