My Photo

About Brent Green

  • About Brent Green
    This blog is about Baby Boomers and our impact on business, society, and culture, today and in the future. Here I explore many themes relevant to those of us on a thoughtful journey to reinvent the future of aging. I am a consultant and author of six books, including "Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions." I present workshops and give keynote speeches about the intersection of the Boomer generation, business, aging, and societal transformations. My company, Brent Green & Associates, Inc., is an internationally award-winning firm specializing in building brands and forming successful commercial relationships with Boomers through the unique power of generational marketing. Marketing to Boomers I welcome your comments and questions here. This blog is a continuing conversation that began in June 2005, and I'll appreciate hearing from you.

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."

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

  • 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.

Well Read Boomer

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.).

Photo Albums

Boomer Marketing Updates

    follow me on Twitter

    « Ultimate Boomer self-empowerment: becoming brain trainers via Posit Science | Main | Boomer Men and Gray Hair »

    April 29, 2008


    Feed You can follow this conversation by subscribing to the comment feed for this post.

    denny a.

    i was born the same year as obama---1961---and i have no doubt in my mind that we are not baby boomers nor are we generation x'ers...we are part of generation jones, which is fundamentally differnt than those surrounding generations...i remember back in high school my classmates and i used to laugh about the silly notion that we were part of the baby boom generation, we never felt like boomers at all and had very different experiences than the boomers did...the boomers were 10-15 years older than us...obama is obviously a jonesr...there are x'ers who would like to claim him as one of theirs, but he is clearly not an x' generation jones friends and i are proud that barack is our generation's first prez candidate...

    Emily Redman

    This is the third article I've read just in the last few weeks that argues that Senator Obama is a Generation Joneser, this idea certainly does seem to be catching on. This is a well-written blog, Mr. Green, and you lay out generational theory in an easily understandable way. Yes, Hillary is definitely a Boomer, and Obama a Joneser. And Obama is so not a GenXer, which I've sometimes seen said. I'm a Joneser, and am grateful that this whole Generation Jones movement is picking up so much steam. It was utterly ridiculous that those of us born, like me, in the early 1960's were ever called Boomers. Then some started calling us Xers. Absurd! I am not a Boomer or Xer! I am proudly part of Generation Jones, and I'm convinced that it is inevitable that the old definition of Boomers (1946-1964) which is already dying, will be dead within a couple years as Generation Jones becomes more entrenched.


    Excellent article, Brent Green. You articulate what many of us are enthusiastically supportive of: that there is a Generation Jones, and that Barack Obama is a member of it. I've been heartened to see the increasing number of articles that have been appearing making this same argument about Obama being a Joneser.

    Fortunately, there appears to be a consensus of sorts which is growing about all this, as I see more and more experts and media types jumping on this "Jones Bandwagon". Naturally, a transformative idea like this will have its detractors but the reaction to Generation Jones has been overwhelmingly positive, with very few people arguing against it (your blog seems to have attracted a couple of detractors, but when you research the reaction to Generation Jones on search engines, you find that there are far more positive comments than the occasional negative one).

    This is because it is true that this lost generation between Boomers and Xers does, in fact, exist (just ask people born between the mid-1950s and mid-1960s if they relate to this, and you'll see the truth of the Generation Jones concept, and why it is being so enthusiastically accepted).

    As far as the proper birth years for Boomers and Jonesers, I believe Boomers began in the early 1940s, around 1942 or 1943, while Jonesers started in the mid-1950s, around 1954 or 1955.

    Chuck Nyren

    Give this Joneser 1965. But he only gets half of '55, '56, '57.

    Likewise, we'll take only half of '40, '41, '42.

    And Leave It To Beaver was a great show. And The Brady Bunch sucked.

    Brent Green

    Mr. Nyren, you make many good points about the differences between generational affiliation by birth year and affiliation by identification. Some Americans today identify with the values of the Missionary Generation, 1860 to 1882, another "profit generation" in the constructs of authors Strauss & Howe. They are known today as members of the FLDS Church.

    Mr. Pontell will quickly give you 1942 through 1945 as Baby Boomer years, having noted that so many born in these years were very much part of the cultural revolution we call the sixties. (As David Wolfe has observed, the “thought leaders” of the consciousness revolutions of the sixties tended to be members of the late Silent Generation: Gloria Steinem, Tom Hayden, Abbie Hoffman, etc.

    Pontell will duke it out with you for 1955, however. He conjectures that if you were born in 1955 or later, you were not eligible for the draft and possible conscription into military service in Vietnam. My counterargument is that males born in 1955 went entirely through high school with the possibility of the draft looming in the background, in addition to being surrounded by the most strident cultural influences of the sixties and early seventies, including the Kent State shootings. (The United States discontinued the draft in 1973. Those born in 1955 were 18 that year.)

    Karl Mannheim and other sociologists believe that the critical years influencing generational consciousness and identification occur between 15 and 18, when we’re in high school. However, those who are betwixt and between major generational shifts in consciousness tend to be variable about generational identification, as you expertly note in your comments.

    Mr. Pontell also grabs 1965 from the GenXers, further swelling the Joneser ranks to dominant demographic proportions, as our worthy colleague sees it.

    Chuck Nyren

    Let’s split hairs. And have some innocent, irrelevant, and ultimately meaningless fun:

    Mr. Pontell wants a large slice of the pie – as we all do. I’ll challenge the size of his slice – while giving him much credit where much credit is due.

    The "baby boom" actually began in 1943 when birth rates began to rise, dipping slightly in 1944 and 1945. But there is a gray area between 1939-1942 where culturally people split. I’ve know so many folks who are now 63 to 67 or so and they secretly call themselves Baby Boomers because they were on the cutting edge of whatever you want to define as the cutting edge of the 1960s.

    You, Mr. Green, have more in common not only with people born between 1946-54 – but many, many people born between 1939 and 1945. I think whatever you are defining as Leading-Edge is bigger than you think.

    Then there is another gray area: 1955-57. If you told our friend Lenny Steinhorn (b. 1955) that he wasn’t a Baby Boomer, I bet he’d throw a fit. My sister was born in 1955. She’s a Baby Boomer through and through. I have a few friends born up to 1957 who are without a doubt Baby Boomers.

    However – my more-significant-than-I-am other, whom you know, considers herself a Joneser. She was born in 1955. I had a brother who passed away recently. He was born in 1957 – and a perfect example of someone with a foot on each sides of the stream. I have another brother born in 1959 and if there ever was a Generation Joneser – it is this guy. Duel GJ poster boys, he and Jonathan.

    So two gray areas: 1939-1942 – and 1955-57.

    I’ll be happy to meet Mr. Pontell in a back alley and duke it out with him for those two middle years in the 1950s. Whoever wins may claim them as his own. If I win, his slice is paltry compared to ours - so root for me, Mr. Green.

    But even if I lose – “Baby Boomers” - many born between 1939-42 and definitely born between 1943-45 - added to the ones born between 1946 and 1954 – put his Jonesers to shame number-wise.

    Generation Jones: 1958-1964

    The comments to this entry are closed.

    Powered by FeedBurner

    Your email address:

    Powered by FeedBlitz

    Boomer Resources

    • Senior Forums
      Senior Forums is a very active online community where the issues that interest Boomers are discussed, dissected, derided, defended, or downright denied in an aura of friendly chatter and banter among like-minded people. Bring your sense of humor and join a laid-back, international forum of straight talkers who generously offer common sense to support those who need it and laugh with those who embrace the funny sides of aging.
    • Fierce with Age
      Carol Orsborn, Ph.D., invites readers and followers of her blog to join her for what promises to be an exciting, challenging and rewarding next stage, similar in transformation to earlier chapters of life that the Boomer generation traversed and reinvented over the decades. A respected Boomer business authority and author of 19 books focused on spirituality, Carol trusts that through prayer, meditation, personal and spiritual growth, Boomers have the potential to fundamentally change their lives for the good, experiencing the aging process as “a potent mix of spiritual growth and personal empowerment.”
    • 50plusboomerlife — Boomer life - travel - fashion - facts and more!
      This charming blog is written with purpose and passion by Kristine Drake, a native of Norway. I met Kristine at a magazine launch event in Stockholm, and we've remained in touch. Please keep in mind that this articulate and insightful blog is being written by someone who uses English as her second language. You'd never know it unless I told you so. Norway is a magical country, so Kristine's European perspective about life after 50 enriches us all.
    • Fifty Is The New Forty
      Since 2007, has been a dynamic, trendy go-to destination for savvy and successful 50-something women. Interviews with prominent Boomers, articles, guest blogs and reviews. Fun, funny, informative, and relevant.
    • Mark Miller's "Hard Times Retirement"
      Mark Miller, author of "The Hard Times Guide to Retirement Security," is a journalist, author and editor who writes about trends in retirement and aging. He has a special focus on how the Boomer generation is revising its approach to careers, money and lifestyles after age 50. Mark edits and publishes, featured as one of the best retirement planning sites on the web in the May 2010 issue of "Money" Magazine. He also writes Retire Smart, a syndicated weekly newspaper column and also contributes weekly to
    • David Cravit's blog
      David Cravit is a Vice President at ZoomerMedia Ltd. and has over 30 years’ experience in advertising, marketing and consulting in both Canada and the US. His book "The New Old" (October, 2008, ECW Press and recommended here) details how the Baby Boomers are completely reinventing the process of aging – and the implications for companies, government, and society as a whole.
    • Silver - Boomer Marketing in Asia Pacific
      The only strategic business and marketing consultancy focused on 50+ in Asia Pacific, SILVER is helping companies leverage the opportunities presented by the rapidly rising population of ageing consumers throughout Asia Pacific. Founder and CEO Kim Walker is a respected veteran of the communications industry in APAC, with 30 years of business and marketing leadership experience in Australia, Hong Kong, Tokyo and New York. Silver can INFORM with unique research, data and insight reports into the senior market. ADVISE to help companies increase understanding through audit of their ageing-readiness, strategic workshops, training and executive briefings. CONNECT business to the senior market through refined brand positioning plus relevant and targeted communications strategies.
    • is the online destination for women 50+, a peer-to-peer information exchange and a place to join in smart conversation with one another. “Inside the Nation” is Vibrant Nation Senior Strategist Carol Orsborn's on-site blog on marketing to the upscale 50+ woman. Carol, co-author of “Boom,” as well as 15 books for and about Boomers, shares her informed opinions from the heart of the demographic.
    • Entitled to Know
      Boomers better get ready for a deluge of propaganda about why Social Security and Medicare should not be secure and why these programs must be diminished and privatized. This award-winning blog, sponsored by the National Committee to Preserve Social Security and Medicare, provides an in-depth resource of breaking news and cogent analysis. You've been paying for these programs since inception of your career; now it's time to learn how as individuals and collectively we can preserve them for all generations.
    • Time Goes By
      This is the definitive blog to understand what is happening to a generation as it ages. Intelligent. Passionate. Humanistic.
    • Route 50Plus
      Produced by the Dutch organization Route 50Plus, this website brings news, knowledge, and information about the fifty-plus population. The Content and links can be found from more than 4000 national and international sources. Topics include fifty-plus marketing, media, new products, services, and trends. Partners of Route 50Plus include Plus Magazine, 50 Plus Beurs, SeniorWeb, Nederland Bureau door Tourisme & Congressen, Omroep MAX, De Telegraaf, MediaPlus, and Booming Experience.
    • Dr. Bill Thomas
      Under the leadership of Dr. Bill Thomas, seeks to elevate elders and elderhood in our society by taking-to-task the media, government and other interest groups who perpetuate a declinist view of aging.
    • Serene Ambition
      Serene Ambition is about what Boomers can do, and more importantly, who Boomers can be as they grow older. Blogger Jim Selman is committed to creating a new interpretation or paradigm for the second half of life
    • The Boomer Chronicles
      The Boomer Chronicles, an irreverent blog for baby boomers and others, is updated every Monday through Friday, usually several times daily. Host Rhea is a Boston-based journalist and a Gemini who grew up in a small town in New Jersey. She has written for People magazine and The Boston Globe. She was also managing editor of Harvard University’s newspaper, The Gazette. She wrote the “Jamaica Plain (Boston)” chapter of the book WalkBoston (2003; Appalachian Mountain Club) and started a popular series of Jamaica Plain walking tours in 1996.
    • LifeTwo
      LifeTwo is a community-driven life planning and support site for adults who have recognized the speed at which days are passing by. This often begins to happen in-between the mid-30s and the mid-50s. Sometimes this recognition is triggered by a divorce, career change, personal loss or some other significant event and sometimes it is just the calendar hitting 35 or 40. The hosts' goal is to take what otherwise might become a midlife "crisis" and turn it into a positive midlife transition.
    • BoomerCafé.com
      BoomerCafé is the only ezine that focuses on the active, youthful lifestyles that boomers pursue. Instead of a brand new edition every week or every month, BoomerCafé is changing all the time, which means there’s often something new to read each time you go online at
    • Jean-Paul Tréguer
      Jean-Paul Tréguer is the author of "50+ Marketing" and founder of Senioragency International, the first and only international marketing and advertising network dedicated to Boomers 50+ and senior consumers.
    • Dick Stroud
      Generational and 50+ marketing is taking off in Europe, with no small thanks to the author of newly published "The 50+ Market."
    • David Wolfe
      Respected widely for his thought-leading book, "Ageless Marketing," the late David Wolfe established an international reputation for his insights, intellect and original thoughts about the future of aging. This blog carries on ageless marketing traditions in honor of David.
    • Matt Thornhill
      Boomer pundit Matt Thornhill has taken new ground with his path-breaking Boomer research. When you need fresh Boomer insights, contact Matt for original research, both online and focus group.
    • Chuck Nyren
      Chuck Nyren, author of "Advertising to Baby Boomers," is a seasoned creative director and copywriter with talent to match. Ad agencies absolutely need his counsel about any of their clients planning to target Boomers.

    Boomer Questions

    Books about Our Future

    Blog powered by Typepad
    Member since 06/2005