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

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

    September 11, 2008


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

    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)


    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.


    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 -->
    A Guy’s Top Fears of Going to the Doctor -->
    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


    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!


    Carlea Bauman


    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

    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.


    Cathy Warren
    Live Strong!

    Brent Green


    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.



    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:

    You can also join our fight by logging onto 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.


    Carlea Bauman, President
    C3: Colorectal Cancer Coalition

    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