FOR IMMEDIATE RELEASE
Contact: Brent Green
Generation Reinvention is changing aging,
reinventing the future, states author Brent Green.
Path-breaking book examines how Baby Boomers are changing aging and business in tandem with arrival of the leading edge at age 65.
October 28, Denver, Colo. — Brent Green, author of books and articles about Boomers and business, has published Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future. The 285-page book is now available through online book retailers.
Mainstream business has been slow to react to dramatic population aging—maybe even in denial. All but a handful of enlightened companies remain fixated on the gold standard of demographic marketing targets: adults 18 to 49.
This is bound to change with Baby Boomers starting to turn 65 on January 1, 2011. As the generation that popularized the 18-to-49 demographic in youth begins to reach this landmark age, about 10,800 Boomers will turn 65 daily for 19 years. The bellwether birth anniversary signifies eligibility for Medicare benefits, as well as tidal changes in the nation’s demographic composition.
What are the implications? Is Boomer aging a problem or opportunity? What can businesses and nonprofits do to take advantage of this historically unprecedented change in the nation’s balance of old to young?
“The next few chapters of western society will include Boomers as influential protagonists,” said Brent Green, “while Generation Reinvention continues to change the meaning of business, marketing, aging, and consumerism. Accurately forecasting the Boomer future has significant monetary implications for many industries, including, and especially, healthcare, education, financial services, philanthropy, housing, travel, and consumer retailing.”
Experts in demography and sociology commonly agree that Boomers have shaped every life stage they’ve occupied. With nearly 85% now over age 50—and millions suddenly heading to 65 and beyond—Boomers are again shaping business practices and institutions, from dawn of medical tourism to later-life entrepreneurialism. They are still ruling popular culture, from blockbuster films such as James Cameron’s Avatar to stadium filling rock concerts featuring 61-year-old Bruce Springsteen.
Green’s book gives readers astute glimpses into what it actually means to be part of this generation. Through this lens readers can discover how to improve marketing communications, product and service development, nonprofit value, and public policies. A special section examines marketing to Baby Boomer men, including historical, technological and cultural touchstones; underdeveloped opportunities to combine gender and generational nuances in marketing; and, new segmentation research about the Boomer male cohort.