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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.

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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.).

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    August 24, 2009

    Comments

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    Suzanne Streater

    As a 54 year old American woman, I was heartened and disheartened as I watched the Dove ad and read it had been banned for being provocative. We see as much of younger women as this on regular television now...I guess the censor's belief is that older women just look disgusting (which, in my humble opinion, is wonderfully disputed in this ad). Perhaps the truth is that older women are really just more provocative...!

    I am also struck by your sentence: "By implication, Boomer women feel nearly invisible in typical cosmetic advertising that has traditionally glorified impossibly perfect complexions of girls barely out of puberty." Yes, I have felt invisible...as well as woefully inadequate. I wonder if most of us have felt this way since adolescense, not just as we age, given that most advertising has "glorified impossibly perfect complexions" all of our lives.

    Brent Green

    Thanks, Chuck. I neglected to make your point in my article. I also discovered in my research that this was Dove's first global campaign... a good thing or they would have wasted some damn good advertising creative. I'm still dumfounded that we can watch hours of death images on U.S. television but not restrained and artful images of nude bodies. BTW, I thought of you and your point that the ad agency's CEO, a female over 50, also contributed to this campaign along with Annie Leibovitz.

    Chuck Nyren

    Good piece.

    For the record (not that you didn't know this but perhaps some of your readers might not): The Dove television campaign was banned in the United States - but not in most other countries. It was highly successful in Europe (and I think in Canada).

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