Boomers

So you want to get rich? Here are five ways.

The cohort of Leading-edge Baby Boomers—those born between 1946 and 1956—represents one of the most financially potent and discerning market segments today. Now in their 70s, these individuals often find themselves at the peak of their earning power, with adult children out of the house and the desire to invest in experiences, security, and quality of life. From luxury travel and personalized financial services to holistic wellness, specialized housing solutions, and advanced preventative medicine, this generation is rewriting what it means to “retire” and creating lucrative opportunities for businesses willing to cater to their unique preferences.

Luxury Travel

Leading-edge Boomers frequently prioritize travel as a way to explore, indulge, and learn at a pace that suits their lifestyle. Unlike younger segments seeking adrenaline-fueled adventures, many Boomers gravitate toward curated, high-end experiences: private yacht charters in the Mediterranean, rail journeys through Europe’s most scenic routes, or small-ship cruises exploring less-traveled archipelagos. They value personalized services—think private tours led by local experts, accommodations in boutique hotels with historic charm, and seamless itineraries that eliminate logistical hassles. For luxury travel operators, offering tailored packages that emphasize comfort, cultural immersion, and exceptional service can translate into substantial revenue, as Boomers are often willing to pay a premium for convenience and exclusivity.

Financial Services

With many Boomers either nearing retirement or already retired, financial planning becomes a major priority. Leading-edge Boomers seek sophisticated wealth management strategies that balance legacy building, tax efficiency, and sustainable income streams. They are likely to work with advisors who understand their stage of life: creating tax-smart withdrawal plans, navigating healthcare costs, and ensuring their portfolios align with both growth and preservation goals. Institutions that offer holistic planning—combining investment advice, estate planning, and philanthropic consulting—can capture a significant share of this demographic’s sizable assets. This generation also tends to favor transparent fee structures and digital self-directed tools that make real-time portfolio monitoring and communication with advisors easy and intuitive.

Wellness

Holistic well-being is central for Boomers who are committed to maintaining an active, fulfilling lifestyle well into their 70s and beyond. They are willing to invest in premium gym memberships, boutique fitness studios offering low-impact strength training or Pilates, and wellness retreats focusing on stress reduction and mindfulness. Nutritional supplements, personalized coaching, and state-of-the-art fitness trackers are also in high demand. Wellness brands that provide evidence-based programs, user-friendly technology, and community-driven experiences can build loyal followings among this health-conscious cohort.

Housing

As Boomers rethink how they want to live post-career, there is growing interest in “right-sizing” homes—downsizing from large family residences to luxury condominiums or age-friendly communities. They desire properties with accessible design features (e.g., single-level living, walk-in showers) and amenities such as wellness centers, on-site healthcare clinics, and social activity spaces. Developers who integrate smart-home technology for safety (fall detection, automated lighting) and create environments fostering social interaction—book clubs, gardening plots, communal kitchens—are well-positioned to attract Boomers willing to invest in comfortable, low-maintenance living that still feels upscale.

Preventative Medicine

Preventative healthcare is perhaps the most critical concern for this generation. Leading-edge Boomers are eager to invest in advanced screenings—genetic testing, cardiac imaging, and cancer biomarkers—that detect potential issues early. Concierge medicine practices offering personalized care teams, expedited specialist access, and wellness coaching appeal strongly to Boomers who want to be proactive rather than reactive. Clinics that bundle comprehensive checkups (including nutrition counseling, stress assessments, and fitness evaluations) into an annual membership package find an audience willing to spend on peace of mind and longevity.

Leading-edge Baby Boomers are redefining retirement by channeling their resources into experiences, services, and products that enhance their quality of life. Financial wherewithal underscores these opportunities. Businesses that recognize their desire for personalization, convenience, and quality—whether in travel, finance, wellness, housing, or medicine—stand to benefit from a generation eager to invest in themselves and keep on "Stayin' Alive."

Marketing to Baby Boomers - The Power of Generational Experiences Applied to Television Advertising

Generational Sociology and Boomers

Karl Mannheim (1893 — 1947), a founding father of the field of sociology, conceived the essence of generational theory through a seminal 1923 essay entitled "The Problem of Generations." Mannheim insisted that when a youth cohort faces substantial turmoil during its formative years between ages 12 and 25, a sense of generational identification strengthens. 

ERA march in 1976 is a precursor to the Women's Marches of 2017 and 2018

The leading-edge of the Boomer generation came of age between 1964 and 1975, an intense era of social, political, and technological changes. Protest marches, lifestyle experimentation, and social role reinvention became hallmarks of Boomer youth, a movement full of fervor, fun, and fantastical ideas about reorganizing society and culture.

Quantitative Research Supports Generational Theory

Even before I became fully aware of Mannheim's theories, and as I was finishing the first draft of Marketing to Leading-Edge Baby Boomers in 2002, I was convinced that Baby Boomers had substantial generational affinity influenced by extraordinary turmoil during our youth, buttressed by a mass-market advertising industry that had targeted us since we were in diapers. 

But I had no quantitative evidence, other than the insights I have gained since 1978 from creating myriad successful advertising and promotional campaigns targeting Boomers.  

The Pew Research Center conducted a national survey from March 10 through April 15, 2015. Researchers studied 3,147 adults who are part of their American Trends Panel, "a nationally representative sample of randomly selected U.S. adults surveyed online and by mail."

Pew's study concluded that Baby Boomers have the most pervasive sense of generational identification when compared with four other living generations: The Greatest Generation, the Silent Generation, Generation X, and Millennials or Generation Y. Pew concluded: "Fully 79% of those born between 1946 and 1964, the widely used age range of this generation, identify as Boomers. That is by far the strongest identification with a generational name of any cohort."

Not only do the majority of Boomers identify with their generational label, 70 percent also feel that their assigned generational label applies to them "very well (31 percent) or fairly well (39 percent)."

Research evidence suggests that shared generational values formed during external conflicts and cultural turmoil do not perish with time passing; rather, the sociological phenomena typical of Boomer youth are finding newer ways of manifestation as the generation ages. Shared generational values can also be thought of as "collective mentalities" or "dominant ways of thinking."

How can marketers tap into the powerful influence of generational values? 

One method is to employ nostalgic memories creatively, and this has been done successfully by a number of international companies, including Subaru, GE healthymagination, and Fidelity Investments. 

Here's how Volkswagen recently delivered a nostalgic advertising message targeting Boomers for its People First Warranty: 

This ad scored an 85 percent positive "sentiment rating" on iSpot.tv. 

Another method is to examine topical issues confronting members of the generation today, such as possible exposure to the hepatitis C virus infection. Gilead Sciences directly addressed Boomers in the following commercial: 

Also ranking high for viewer reception, this ad scored an 82 percent positive "sentiment rating" on iSpot.tv. 

Whichever method advertisers use to attract attention and instill positive brand impressions with Boomers, it is critical that creative directors and copywriters understand subtleties and nuances of what it means to have reached adulthood during the Vietnam War era.

Like all generations, we retain positive memories of our youthful years and struggles. Like all generations, we have contemporary needs, wants, and concerns unique to our generational journey.

Appropriated vs. Acquired Memories

Generational theory recognizes that memories we appropriate from other generations — meaning those memories we experience vicariously through stories shared by members of older generations and historical media — are not as powerful as memories we acquire through personal experiences during adolescence and young adulthood.

Picket fence behind "grassy knoll" where alleged second Kennedy assassin hid and fired.

To members of younger generations, the assassination of President John F. Kennedy represents an abstract lesson from history; to leading-edge Boomers, the killing of this president remains vivid and enduring. Every one of us born before 1957 remembers that fateful day — exactly where we were when we heard the shocking news. America changed, and the Boomer generation lost much of its innocence and trust. Kennedy's assassination persists today in our collective psyche.

To members of other generations, the Woodstock Music & Art Fair may sometimes be seen as a hackneyed cliche. To Boomers, the festival represents a time and place when everything changed in dramatic ways, whether or not as individuals we attended.

To members of other generations, being at risk for infection with Hep C may represent a moral failing of too much "free love." To Boomers, the possibility of being infected hearkens back to memories of long-lost lovers when "making love" was not seen as something awful but rather natural. 

The inexorable journey of contemporary aging includes novel opportunities to reach and motivate Boomers+ through TV advertising that rings insightful, authentic, and compelling.

Why those who oppose the word "generation" and reject "generational framing" do not understand or practice modern marketing

Louis Menand, a staff writer at The New Yorker and professor with Harvard University, wrote a combative article entitled: It’s Time to Stop Talking About “Generations.” His subtitle then draws a line in the sand: From Boomers to Zoomers, the concept gets social history all wrong.

His op-ed piece denouncing the construct of “generation” mirrors articles by other pundits and social critics, including anti-ageism author and activist Ashton Applewhite and sociology professor Philip Cohen for The Washington Post.

Menand may be a brilliant writer and Harvard professor — even the recipient of a Pulitzer Prize — but he is not a marketer who has conceived and executed generational marketing programs with measured results for 40 years.

Case studies back up my claim that he is shortsighted.

First, a little background about direct mail testing. What does it takes to "beat a control" subscription pitch for a major magazine or newspaper? Once a publisher discovers a winner, their control direct mailers get tested against all the time, and challengers often fail. A direct mail pitch for the Wall Street Journal remained unbeaten for over 25 years. Martin Conroy, who created the famous control mailer and mentored me, brought in a staggering $2 billion in subscription sales for the newspaper, mainly because his captivating publisher letter was pitch-perfect and motivating.

Here are two control-breaking direct mail packages that I conceived and wrote by applying knowledge of generational sociology:

1. A direct mail campaign for Natural Home magazine specifically targeted Baby Boomer women, beating the client’s control mailer and gaining a profitable volume of new subscribers while giving content editors and article writers fresh strategic insights: https://bgassociates.com/marketing-baby-boomers/boomer-marketing-case-studies/natural-home/
2. A Men’s Fitness magazine campaign for Weider Publications targeted Millennial men, when they were in their late teens and twenties, and beat the long-term circulation direct mail package: https://bgassociates.com/b-2-c-3/fitness-magazine/

My firm's case studies are as close to hard science as social science gets because we measure human behavioral responses to emotional triggers presented through advertising, including timing, subscriptions, source lists, demographics, renewals, and cross-promotional activities.

When critics, such as Menand and Cohen, declare that generational constructs are irrelevant and ineffective in the marketplace where the rubber meets the road, I say: “You don’t know what you’re talking about.”

One does not even need to use a generational label to create effective cohort-sensitive advertising and direct mail programs. One merely needs to understand and communicate deeper “collective mentalities” inculcated by membership in a distinct generational cohort. Generational research from significant companies such as Pew Research Center can inspire profound insights into dominant and dynamic shared values. These insights can be transformed into subscriptions and sales.

What about Menand's denunciation of accepted Baby Boomer social history? The professor declares: “Most young people in the sixties did not practice free love, take drugs, or protest the war in Vietnam.” He asserts: “In a poll taken in 1967, when people were asked whether couples should wait to have sex until they were married, sixty-three percent of those in their twenties said yes, virtually the same as in the general population. In 1969, when people aged twenty-one to twenty-nine were asked whether they had ever used marijuana, eighty-eight percent said no. When the same group was asked whether the United States should withdraw immediately from Vietnam, three-quarters said no, about the same as in the general population.”

Aside from the fact that I was in college during those years with observations that contradict his poll summary, I would ask the professor: “So when did you come to believe that people respond truthfully to poll questions that are potentially incriminating and uncomfortable to answer?” Or “Why would you expect Boomer respondents to be candid about personal beliefs and behaviors during a time they had deep suspicions of authority figures, including researchers?”

Menand does not get a pass from me as merely a “sociology pundit.” He asks: “Are they (generations) a helpful way to understand anything?” I have answered his question.

Marketing is what makes everything in society prosper, including Harvard University, The Washington Post, and The New Yorker. If we eliminate the construct of generation from our lexicon in the name of social equity, why don't we also eliminate imprecise descriptors such as women, African Americans, adolescents, and college professors?

My counterarguments aren't mere opinions borne from a well of righteous indignation. My conclusions are straightforward: consumer cohorts (a.k.a. generations) have collective mentalities instilled during adolescence and early adult years, and, when presented with creative and impactful interpretations of those shared worldviews, they respond by subscribing, buying, joining, giving, and investing, etc. Generational collective mentalities are salient and can trigger desired economic behaviors.

In conclusion, Menand thrums his rhetorical question as if a dare: “Are they (generations) a helpful way to understand anything?” My answer is yes. Generational sociology helps marketers understand how to communicate with and trigger desirable responses from targeted cohorts.

I'm willing to look at other perspectives about the validity and usefulness of “generation,” but contrarian views need to be tied to equally rigorous experimentation rather than stand unchallenged as asserted opinions, no matter how fervent and articulate the messengers.

When Old Is New Again: Apple iPhone 14, Aging and Intergenerational Connections

Some of us are intimately familiar with every outdated technical skills demonstrated in a classic TV ad from Apple.

The spot follows an unassuming archivist working in an ancient building. Shelves bulge with film reels, photos and negatives. With a gentle gaze, the stooping man orchestrates his antique tools to bring celluloid memories alive. The final result, a short documentary film called “Together,” appears miraculously on a young mother’s iPhone somewhere else in the world. Images of her young family fly by as Lykke Li’s moving interpretation of "Unchained Melody" calls to our memories of young love, parenting, and perhaps Demi Moore and Patrick Swayze’s poignant movie, “Ghost.”

The purpose of this ad, incidentally, is to showcase Memories, Apple’s iOS 10 app for iPhone 7 and above. The app auto-magically curates iCloud photos and videos from a time period, wedding them to music to create emotional mini-films. As if a ghost from another time, the wise, tireless archivist is always ready to help when his call light snaps on.

So is this one more ageist TV ad portraying negative connotations of aging? Or is this docudrama a positive depiction of aging and the special power of intergenerational connections? Please post your reaction and comments below. 

It's noteworthy that with the introduction of iPhone 14 in September 2022, Apple has adopted the creative theme of "Far Out." Younger readers may not connect with this as historically significant, but Baby Boomers will recall this declarative statement as part of our coming-of-age journey back in the 1970's. "Far Out" was part of our unique slang lexicon, as was "Dream on," "Peace and Love," "Boogie," "Whatever," "Groovy," "Uptight," and "Can you dig it?" 

Apple has made a smart choice with this creative concept because Baby Boomers have accumulated the financial resources needed to purchase Apple's newest products, with iPhone price points heading to the stratosphere.

"Catch you on the flip side." 

 

How to remember and honor those who have died from Covid-19

When we depart this life, must the stories of our existence fade within the passing of a few years? That has been the fate of billions of mortals who have preceded today’s living.

Since the beginning of human history around 50,000 B.C., 108 billion humans have been born. Just over seven billion are living now, or 6.5 percent of all those ever born are still breathing—a tiny fraction when we consider the meteoric growth of world population today.

How much do we know of the 101 billion humans who have preceded us? The majority are nameless, forgotten as if they never lived, merely dust in the wind.

Except for a relative handful of kings, queens, heroes, political leaders, scientists, artists, writers, intellectuals, athletes, and celebrities who have been held in perpetuity through their works or historical documentation by others, the clear majority of human stories have just perished. We know nothing of those masses who have lived and passed on. Most of us do not know anything about the lives and times of our great-great-great grandparents, if even their names.

The First Immortal

Five thousand years ago, in Mesopotamia, the ancient lands between the Tigris and Euphrates rivers now called Iraq, something miraculous happened in the evolution of our species and its ceaseless battle against temporality. Humans discovered how to write.

Death could no longer silence people after departing their mortal bodies. The written word gave our species the power to reach through millennia and speak inside the heads of those living in the distant future.

Then something else happened, another miracle of self-preservation. Enheduanna, daughter of the first emperor in history, was also the first person known to sign her name to a literary creation.

She lived 4300 years ago, and her gift to humanity was the possibility of immortality that can be bestowed by the written word when assigned to a single visionary author. The writing was no longer nameless, codified thought but personal ownership in the future.

Enheduanna’s name means “Lady Ornament of the Sky.” For centuries after her death, the first author continued to set standards for culture, literature, liturgy hymns, poetry, and religion. Her legacy includes an extensive body of creative output, including forty-two poems, psalms, and prayers that have served as a template for poets, priests, and scribes throughout history.

We know that she existed at a certain point in time. We know what she dreamed. We are aware of her fearlessness and prescience. We know she was a great author, composer, poet, and High Priestess of the ancient Moon God Nanna at temples in the Mesopotamian city-states of Ur and Uruk (Iraq).

Enheduanna lives today, four-and-a-third millennia after she exhaled her final breath. She speaks to us through her creations—and when combined into a complete archive, we have her time capsule filled with revelations that we can contemplate at will.

Permanent Acclaim

A generation ago most unexceptional people, removed from the public eye, could not hope to persist beyond death, except perhaps as represented by a deteriorating marker bearing an irrelevant name, lost somewhere in a cemetery or mausoleum. Without notable personal achievements that would become written documents or audio or video recordings, it was not possible for the majority to survive beyond the grave.

With the advent of the digital age and the extraordinary power and memory of the internet, it is now possible for anyone to write and record their thoughts, dreams, and values for others to read, see, and hear—and with archival preservation, for thousands of years from now. Today, for the first time in human history, anybody can paddle beyond the grave, aiming for the distant shores of time.

Questions to contemplate about your “Immortality Narrative”

• Which of your life lessons are most important to share with your children or other young people in your life?
• Have you been inspired by classic children’s book characters, and, if so, which characters had the most impact on your views and values?
• Who would you most like to attend your last lecture and why are these people most important?
• If you were to be diagnosed with a terminal disease, such as pancreatic cancer, how would you prefer to spend your final months of “functional health,” if granted this time for closure? What would be your priorities?
• What tangible memories about you would you like to leave for future generations, and in what form would these memories be encapsulated? A book or other writing? A video? Artwork? A legacy website?

Excerpted from Questions of the Spirit: The Quest for Understanding at a Time of Loss by Brent Green, Copyright 2017. All Rights Reserved.

A beautiful hit song by Kansas, a progressive rock super-group, helps drive home the point of this blog post. Kerry Livgren, the song's writer and guitarist, was my high school classmate. Kerry has recently published his memoir entitled Miracles Out of Somewhere.

 

To order your copy of Questions of the Spirit, visit the book's Amazon page.

Are Social Security and Medicare benefits a sinking Titanic?

In a one-sided editorial argument lambasting “old-age benefits,” Denver Post editorial writer Chuck Plunkett employed the metaphor of a sinking Titanic. The ship’s designer recognized that too many watertight chambers had been breached by an iceberg and that the ship would sink: “a mathematical certainty.” This vivid analogy buttressed Plunkett’s argument that with similar certainty, old-age entitlement programs, a.k.a. Social Security and Medicare, will “bring down the world’s greatest economy.”

Generational accounting, the iceberg of this argument, tends to be one-dimensional: it’s about the numbers. Accountants look at past taxation, productivity, and consumption patterns, coupled with demographics, to develop their scenarios. It’s by no means an exact science, but entitlement program critics present their foreboding numbers as if “the gospel.”

For example, on page 97 of his book, The Coming Generational Storm, author Laurence Kotlikoff explains how uncertainty interacts with economic scenarios:

“So current decisions depend on future outcomes, but future outcomes depend on current decisions. The only way to solve this problem is to solve for both current decisions and future outcomes simultaneously — hence the term simultaneity problem. In practice, the solution begins by simply guessing future outcomes. These guesses are then used to determine current decisions.

“Next, the current decisions are used to update the guesses of future outcomes, which are then used to generate a new set of current decisions, new updates of future outcomes, and on and on until the model has converged. Convergence here means that the procedure has found a set of current decisions that generate the same future outcomes as had been guessed on the previous round and that were used to determine the current decisions.”

In other language, ominous prognostications being proposed are based, just as Kotlikoff suggests, on guesses. They might be intelligent guesses, they might be guesses based on sophisticated computer modeling, with convergence of current public policy decisions and future anticipated outcomes, but they are nevertheless, guesses.

Generational accountants are modern-day soothsayers. Their science is an art, and they do not command mathematical certainty with the same engineering precision as a ship designer. Predictions are based on their perceptions of a future that may or may not happen as many as 40 years from now. How much reliance should we place on their assumptions?

Look at this way: Show me a generational accountant who, in writing, successfully predicted two of the most significant business and technological changes in the 20th century just ten years before these transformations. Show me someone now predicting economic disaster in the mid-21st century who in 1975 predicted the way microcomputers would transform everything in business by 1985. Show me a generational accounting expert who in 1985 predicted the ubiquitous advent of the Internet in 1995.

Looking over our shoulders today, we can see many historical precursors harkening forthcoming societal revolutions around desktop computers and distributed digital networks, including their concomitant economic transformations.

If the entitlement soothsayers could not predict these major changes ten years before they happened, how reliable can they be at predicting our future 30 or 40 years from now? What possible future transformations in genetics, robotics, information, and nanotechnologies have they not considered? How do they predict impact of a generation committed to staying engaged in economic activities across the lifespan?

Soothsayers read crystal balls. They want you to believe they see clearly into a future that nobody can truly see. They substantiate their predictions by analyzing the past and projecting today’s demographics into the future. As Marc Freedman, author of Encore: Finding Work That Matters in the Last Half of Life observes, “This is scenario planning in the rearview mirror.”

Frankly, Kotlikoff’s predictions do not show much sociological imagination about how Boomers can and will transform the future.

In his book, Kotlikoff also offers a number of recommendations for addressing his perceptions of the fiscal challenges of Social Security. His most dramatic proposal is to eliminate the Old Age Insurance component of Social Security and replace it with equivalent compulsory contributions to PSS (Personal Security System) accounts. How would these accounts be managed? By investing them “in a single market-weighted global index fund of stocks, bonds, and real estate.” In other words, social insurance becomes market driven, not a guarantee.

Do you want to be wealthy? Make sure Kotlikoff’s proposals become law, and then be sure you’re in senior management for one of the private-sector investment companies that will service and oversee these investments, handing taxpayers their transaction costs.

Other than destroying the social insurance programs that have been an unqualified success in lifting this nation’s older adults out of poverty and untimely sickness, some solutions to the alleged forthcoming “generational storm” touted by Plunkett and Kotlikoff include:

1. Bag the big elephant in the room: age discrimination in the workplace. Bias against older adults has been well documented by The New York Times, AARP and other organizations. Yet, according to recent MetLife and AARP studies, over 70% of the Boomer generation wishes to keep working past age 65. The longer a greater majority of this generation remains economically active, the less impact on Social Security’s “unfunded liabilities” (which have, in reality, been funded through mid-century, but that’s another story).
2. Focus national R & D investments on genetic, robotic, information and nanotechnologies. So-called GRIN science can invent new strategies to “engineer negligible senescence” in older adults, thus allowing them to remain vital longer into old age, increasing our collective healthspan. These technologies will have worldwide value and thus create rich new markets for U.S. industries focused on vital life extension.
3. Declare war on waste, fraud and abuse in the Medicare system. Also, create favorable policies for global competition in healthcare services and health insurance. So-called medical tourism can deliver equivalent surgeries for chronic conditions in accredited hospitals overseas for as much as one-tenth the cost of similar procedures in the U.S.
4. Attack media, marketing messages, and editorial opinions that denigrate aging adults. This social revolution needs the same force and clarity as when the nation confronted gender and racial inequities. Once it becomes economically debilitating to portray aging adults as of lesser value, then society will become much better equipped to address multi-generational problems from an inter-generational perspective.

Professor Kotlikoff is making a name for himself with inadequate arguments that this nation faces an “old-age benefit” crisis. With very little investigation, it becomes quite clear his acolytes include financial services companies that can’t wait to capitalize on privatization of Social Security and Medicare.

Imagine the implications if today’s 65+ adults had had their old-age benefits tied to financial markets of 2008 and 2009. The implications, according to Washington-based Center on Budget and Policies Priorities: 47.6 percent of the 32 million elderly people in the United States could now be living in poverty.

How Baby Boomers Are Changing the Hospice Industry...For Good

“Life is a journey from beginning to end, measured not in time but in quality.”

This is the first sentence in a pamphlet produced by The Hospice of the Florida Suncoast, the largest hospice in the United States, based in Clearwater, Florida. With an average of 2,400 patients and a staff of 1,500, this exemplar organization has played a major role in the evolution of hospice since the movement became popular in the U.S. shortly after introduction of a trendsetting book in 1969: On Death and Dying, by Elisabeth Kubler-Ross, M.D., an eminent psychiatrist. Her book demystified death and the dying process, making the final stage of life more comprehensible and manageable — for those who are dying and their caretakers.

Many prefer not to think about the inevitable conclusion to life, but for Baby Boomers, the end of life is becoming more concrete and palpable. Boomers are losing their parents, and a surprising number of their peers have begun to succumb to fatal illnesses, including high-profile personalities such as newsman Tim Russert, folk-rock-star Dan Fogelberg, and Carnegie-Mellon professor Randy Pausch.

I addressed marketing professionals for hospices from around the nation under the auspices of the National Hospice Work Group (NHWG) and then the leadership team of the Suncoast Hospice.

NHWG is “a professional coalition of executives from some of the largest and most innovative hospices … committed to increasing access to hospice and palliative care.” These compassionate leaders want to eliminate “bad deaths”: dying in pain and in places other than in accordance with the wishes of the dying person. NHWG hospices strive each day to fulfill one overriding promise: that each patient may die with dignity — as each person defines it.

This association’s members take care of about 12 percent of the nation’s hospice patients every year. It’s not merely coincidence that many of the CEOs of the nation’s hospices are Boomers who have pursued this profession with passion since the 1970's and 1980’s — another tangible testament to the beneficent values of the “sixties generation.”

Hospice provides care for those who have terminal medical conditions. Either in free-standing, often home-like facilities, in patient homes, or in hospitals and nursing homes, hospice practitioners deliver palliative care. Services include pain control, nursing care, spiritual counsel, and many other nurturing services. One major goal of hospice is to help patients experience maximum possible peace and comfort during the final months, weeks or days of life. Hospice also provides bereavement counseling and support groups for family members of those who are dying or have passed away.

My presentations addressed some boilerplate topics, including an overview of all living generations, the sociological and cultural factors constituting each generation, strategies for marketing to generations, emerging business trends, and current life-stage issues confronting Boomers. I also shared my assessments of how Boomers might challenge the traditions of dying, including hospice.

For example, healthcare policymakers can expect this generation to test inflexible traditions that reduce the fullest possible expression of life experiences during final months and weeks. A trend emerging now is “slow medicine,” in which those confronting difficult medical choices slow down the process to assess fully the restorative potential of yet another medical procedure.

Life-prolonging medical intervention has its value when the outcome allows greater life quality if not extension of time remaining, but when medical procedures only promote more pain and weakness without recovery, then many Boomers will reject last-ditch procedures. Many will put the brakes on “heroic medicine.”

A Boomer neighbor of mine had brain cancer last year, and surgeons recommended a biopsy, which she reluctantly approved without further investigation. She later lamented not traveling to Europe with her husband for a couple of weeks instead of suffering the brutal and lingering side effects of the biopsy. She never regained enough strength and stamina after the biopsy to enjoy any of her remaining time.

Many Boomers will endeavor to make their final days as meaningful as possible by recording and preserving their legacies. This will lead to dramatic growth of personal historians and online resources for those with terminal diseases to “upload” life experiences, values, philosophies, photographs, videos, insights and hopes for humanity.

Researchers at Johns Hopkins University have recently isolated the psychoactive compound in the hallucinogenic mushroom psilocybin, one of the drugs some Boomers experimented with during the sixties. Researchers have tested the synthesized drug on adults who have never experimented with recreational drugs to determine the potential impact of psilocybin on spiritual exploration. In various studies, those who have taken the synthesized drug have reported experiencing some of the most profound spiritual events of their lives. Someday, hospice may offer psilocybin or other consciousness-altering medications for their patients who are seeking profound experiences of the divine but who are unable to get to this state of awareness through prayer or meditation.

Experts predict that nearly half of those who die in another 20 years will choose cremation. This will have significant impact on the funeral industry. Some Boomers will have their carbon ashes compressed into manmade diamonds. Others will choose “green cemeteries,” where remains are buried legally in public parks and inside cardboard boxes with no grave markers. Others will choose to have their cremains buried offshore in artificial reefs. Hospice personnel will likely become involved in helping patients plan more creative funerals and burials.

We can expect Boomers to transform the final stage of life with as much creativity as they changed the nature of being a teenager, a middle-aged adult and now a grandparent. They will embellish the dying process with new customs that allow people to reach the conclusion of life with the greatest possible dignity and grace — a genuine sense of completion.

The last slide of my presentation revealed a graying Boomer man holding a protest sign, hearkening back to the sixties and a time of strident protest marches; he bore one possible concluding aphorism for this generation:

  

Will Retiring Boomers Bust Stock and Bond Markets?

This blog post presents a retrospective on 2006 media coverage stirred up by the so-named, former "Junk Bond King" Michael Milken and Wharton Professor Jeremy Siegel. They predicted collapse of the U.S. stock and bond markets due to Boomer retirements. How prescient were they? Judge for yourself. 

Michael Milken and Jeremy Siegel have a couple of things in common. Possessing sufficient personal retirement wealth is the first.

In spite of his nefarious reputation as the "junk bond king," a convicted felon for securities and mail fraud, Milken clearly has squirreled away enough money to cover his nut (with an estimated net worth of over $3.7 billion in 2020). Siegel, a tenured finance professor at Wharton, will never face the potential indignity of being a Wal-Mart greeter late in life.

The other commonality is their focus on the possible financial collapse of stock and bond markets when Boomers cash out of more risky investments to fund conservative retirement allocations and late-life expenses.

Siegel correctly warns that “the aging population is the most critical issue facing the developed world.” He observes that in 1950 life expectancy vs. retirement age were 1.6 years apart: age 69 vs. 67, respectively. The gap today is 14.5 years. To reverse this trend and slim down the period that the average Boomer might spend in retirement, one option is for the average retirement age to increase from 62 today to 73 or 74 in the future. In this scenario, people will work, on the average, 10 to 12 years longer.

However, he recommends an alternative strategy. The non-Western world is younger than the developed world, especially the U.S., Europe and Japan, so “we embed in a global economy, (and) we can sell assets to a developing world (and) they can ship us goods.” The elderly in developed countries trade their savings for goods produced by the young in developing countries.

Milken, who has remade himself as a major philanthropist, contributing millions to cancer research and public health organizations, further observes that there are two noteworthy demographic trends today. The first is a growing middle class in developing nations, such as India (thanks, in part, to the off-shoring of so many U.S. technology and customer support jobs). The other is an aging population in the developed world.

The very good news to Milken is longevity. Men, for example, have gained 12 relatively healthy years during the last 20, from a life expectancy of 60 to over 72. “We’re living longer and more productive lives, so we’re going to want to work longer.”

Working longer means we’ll produce more products and services to sell worldwide (and be less likely to liquidate the assets we have), so we won’t need to trade our assets (retirement investments in stocks and bonds) for goods and services. The nation will produce more goods and services for an increasingly materialistic world.

This all seems rather naïve. According to a gloomy story in U.S. News & World Report, "Forty-one percent of workers ages 45 to 54 have less than $25,000 saved up for retirement." Further, neither pundit addresses the human resources side of a nation risking deep recessions because of Boomer longevity and corresponding market lassitude. Quite the contrary, the most threatening issue of our time is longstanding ageism in corporate America.

For two decades, many Boomers have confronted the career turmoil of outsourcing and off-shoring. They are your neighbors and former colleagues who now methodically dispatch “youthified” resumes to online job sites, network in mastermind groups, and sometimes admit defeat to become now-and-again consultants. Some end up measuring your inseam for a new suit or steaming you a latte. Some do both in a single day. (These victims of globalization and the breakdown of loyalty between companies and workers do not include someone who made a fortune selling junk bonds or a professor shrouded in tenure.)

The Boomer Generation has been an abundant human resources goldmine that has enriched this nation’s corporations for decades. The most educated generation in history has augmented the nation's economic competitiveness, both as creators of wealth and aggressive consumers. For the last several years, this gift of inventiveness, industry and consumerism has been rewarded with bankruptcies of pension funds, widespread layoffs, and movement of blue- and then white-collar jobs overseas.

Siegel sees further globalization as the salve. Milken believes longer, healthier American lives will logically lead to longer careers. Both offer incomplete solutions.

If Mr. Milken and Professor Siegel wish to see this nation securer from financial upheaval due to a market exodus by aging Boomers, then they need to focus on how the business community can change longstanding discriminatory practices, including disengaging older workers mid-career and providing too few new opportunities for meaningful and secure employment in later life.

We won’t find satisfying and highly remunerative work if our jobs continue to relocate overseas. We can’t work if corporations don’t learn to value and employ older workers beyond low-paying service jobs.

Postscript: In September 2020, 40 percent of Boomers had retired according to Pew Research Center. On March 7, 2021, the Dow Jones Industrial Average gained 306.14 points, or 1%, to reach a new record of 31,802.44.

P.P.S. In 2014 during a speech to the Canadian financial services industry, I addressed how Boomers+ transform industries to defy the gloomiest predictions about the impact of their aging. Take a look. 

 

Dr. Mark Crooks, A 57-Year Cancer Survivor, A Life Dedicated to Showing Adults How to Age Well

Brent Green has written and published a biographical novel inspired by Dr. Mark Crooks, his long-time friend and fitness mentor, entitled: WARRIOR: The Life and Lessons of a Man Who Beat Cancer for 57 Years. His buddy died ten years ago, on July 8, 2010, and this is Brent's tribute to Mark and his lasting impact. 

Mark Crooks, PhD, an exercise physiologist, sports psychologist, fitness pioneer and daredevil, risked everything to survive five bouts of cancer spanning 57 years. 

The stony truck driver was exhausted following his overnight drive from Chicago to Kansas City. He had kept himself awake by drinking a thermos full of coffee and taking several No-Doz. His eyes burned from staring at dark, isolated highways. Even morning chatter on his radio did not perk him up for the final leg of his long haul to Salina, Kansas.

His eighteen-wheeler raced across the Paseo Bridge spanning the Missouri River. The weary driver ignored a crudely hand-lettered sign held by one of Dr. Mark Crooks’ assistants. The sign demanded: Slow Down, Jumper Ahead.

A warning sign about a jumper threatening to hurl himself into the angry Missouri should have been sufficient to cause any alert driver to pause. But the trucker could only think about the number of miles he must still drive to finish a tough haul to Salina. At that moment, he didn’t care if another idiot might be threatening a suicide jump.

Focused on the river below, Dr. Crooks stood outside the guardrail at the apex of the bridge, the roiling river ten stories below — the distance to impact easily sufficient to break his back and end his life. Several nearby assistants grasped the situation, understanding that this eighteen-wheeler would throw off sufficient wind draft to push the fitness expert out of a carefully practiced vertical pose and force an awkward angle that could snap his back. The truck’s diesel engine issued a throaty rumble, but Mark could not hear anyone’s warnings not to jump.

Instead, he gazed into the choppy, brown water below, envisioning his carefully selected landing spot, a deep gulch running through the river bed where his scuba diving surveillance mission had discovered this place of optimum depth, free from impaling junk. At six-foot-four inches tall and 215 pounds of sculpted muscle, he stood on the bridge ledge above the river as if a Greek god surveying the Aegean Sea from mighty cliffs of weathered limestone. He wore a midnight-black diver’s suit, which might offer some insulation upon impact, perhaps binding his anatomy together as the force of water, hard as concrete, made contact with his feet.

Mark’s intractable goal was to leap from the bridge and will himself into a perfect vertical posture soon after reaching the apex of trajectory. Then he would press his arms to his side so that they would not be dislocated or broken at impact. If his calculations were correct, buttressed by six months of dogged preparation, he would slide into the water without damaging himself, being the first human not to die by a jump from this precarious location. His focus had become so intense to have rendered awareness of impending danger irrelevant.

With three full breaths to oxygenate his system and prepare for the plunge, he pulled his arms behind him as if an artistic highdiver and leapt. The errant trucker rumbled by Mark’s jump location at forty-five miles an hour — five-miles an hour above the speed limit. The draft off the truck flung small rocks and paper liter behind it, and gusts caught Mark’s back as he reached jump apogee, pushing him head first into an uncontrolled, awkward freefall. His assistants gasped as they watched Mark cascade downward, his legs and arms flailing to return his body to a vertical posture.

Will Tests Life.

At the beginning of my second year of graduate school at the University of Kansas, several students and I were visiting a professor at her home. Her boyfriend stopped by, a man of imposing stature. At six-foot-four-inches and with a chiseled jaw, Mark appeared to be a stereotypical jock, albeit one who could have also posed as a male fashion model. I learned that he was a PhD candidate seeking double degrees in sports psychology and exercise physiology.

Mark’s extraordinary fitness and friendly nature caused me to confess that I was then having concerns about my health. By the early 1970s, the connections between cigarette smoking and cancer were gaining wider acceptance in spite of persistent denials by tobacco companies. I knew my long-term health was on the line. Mark invited me to go jogging with him and though hesitant I accepted.

The next Saturday we ran in a city park in Lawrence, and at first I kept pace, being young and lean. But as the miles stretched out, Mark’s graceful stride left me in the background. He jogged effortlessly ahead in the distance. Because health was what I wanted more than anything after a childhood of illness, I quit smoking four days later, on September 14, 1973, an auspicious occasion more important to me than my birthday. Mark never scolded or lectured me about smoking but caused me to seek health because of his example.

As our friendship grew, I discovered that he also had confronted severe illnesses in childhood but to a degree far greater than my own tribulations. When he was an infant and living with his mother in Mexico City, relentless intestinal bleeding threatened his life; but his mother persevered until she found a physician with knowledge of nutrition who prescribed a life-saving diet of soy instead of cow’s milk.

When Mark was two, he suffered from severe sinus infections, and a then-experimental therapy involved X-ray radiation. By today’s standards, Mark received an unfiltered radiation overdose fifty times what's recommended for an adult, predisposing him to cancer.

When he was eight, a tumor appeared on the left side of his neck; the diagnosis: neurogenic sarcoma. Surgeons removed muscle, lymph and nerve tissue, including the sternoclydomastoid muscle, which is responsible for assisting with head and neck rotation. Instead of becoming handicapped relative to his peers, Mark tenaciously worked out, played football, and ran in track while in high school, earning letters in both sports.

Because he had lost muscle tissue on his left side, throwing his physical symmetry out of balance, Mark also became committed to resistance training until he built himself up to the physical stature I first witnessed at my professor’s house. He joined the marines after high school, surviving the mental and physical ordeals of three months of training at Parris Island, South Carolina: “the ultimate rite of passage into manhood.” He also wanted to dispatch a lingering threat of cancer’s metastasis.

Mark may be the only marine in history who was also a pre-induction cancer patient, enduring rigorous training at Parris Island while receiving an Honorable Discharge after three years of service. In the Marine Corps, he also learned to love running since new recruits ran everywhere as they fulfilled daily duties.

Mark worked tenaciously to get his PhD, and discoveries during his education, as well as life experiences, became the foundation of his book entitled Achieving Wellness through Risk Taking. This book preceded many of the health and fitness trends of the 1980s and articulated now-commonplace ideas about nutrition and fitness. His premise is set forth in the book title: human beings can achieve greater states of health by taking measured risks.

While working as a health consultant in the late 1970s and early 1980s, Mark performed a number of experiments to test his own physical and psychological endurance, as well as to demonstrate principles set forth in his book. The feat of greatest impact to me was his jump from ten stories off the Paseo Street Bridge in Kansas City, into the swirling Missouri River below.

Mark prepared for months, enlisting support from scientific and medical advisors. The physical challenge for him was to enter the water vertically. Since the upper half of the human body weighs more than the lower half, the body has a tendency to tumble forward when falling from great heights.

If he did not hit the water exactly upright, he risked breaking his back. Several tortured people had already committed suicide from the location of his jump. Mark spent many weekends jumping from successively higher cliffs in the Missouri Ozarks until he perfected ways to achieve vertical orientation in midair.

Practice did make perfect, and, after making mid-jump corrections due to draft from the passing eighteen-wheeler, he landed artistically, making a small splash and emerging from the depths of the muddy river unscathed.

On another harrowing adventure of five days duration, Mark swam and floated from Kansas City, Kansas, to St. Louis, Missouri, in the Missouri River. Not only did he encounter man-made dangers, such as fishing lines and barges threatening to pull him into their wake, he also struggled with severe hypothermia since the muddy river relentlessly sucked away body heat.

I understood these experiments as true testimonials to the power of mind over body. Their enactment stood as a metaphor for Eros, the life force.

Mark didn’t choose to live in a safe, predictable groove; his early encounters with mortality caused him to stare death in the face — by his accounting — thirty-nine times. To Mark and many people lucid about the exigencies of mortal existence, this aggressive, gentle man chose to challenge life on his terms.

In 1992, Mark called me to let me know that the area around his Adam’s apple had swollen twelve times normal size. The diagnosis of thyroid cancer, undoubtedly a residual of his overdose of X-ray radiation, did not bend his knees for more than two days. Surgeons removed the cancerous gland, and forty-eight hours later Mark ran 2 ½ miles through wooded trails around his home. Again, this aggressive activity wasn’t rash; Mark had prepared with weeks of conditioning for the surgery and rapid return to extreme activity.

Mark called me nine years later to tell me that while running his usual path he felt tightness in his chest. He finished the four-mile run but continued wheezing and coughing over the next few weeks. One day while running he coughed and tasted blood. After a carousel of medical tests, surgeons recommended evasive surgery to remove a cancerous egg-shaped tumor.

Mark spent six weeks getting into peak condition for one of the most difficult and painful surgeries imaginable. The week following his operation was excruciating; removal of his left lung also required breaking ribs.

As he told me, “Getting to the bathroom was like running a marathon (and I refused to use a bedpan). Tubes hung from everywhere: a venous line, an arterial line, a needle in my low back delivering titrated morphine, an oxygen tube in my nose, and drainage tubes under my left armpit.”

Mark reflected on the irony of his own medical history: “I have never smoked, and I avoid others who smoke. I was a running pioneer, doing it way before it became a social norm. I could not rationalize this happening to me. I had crafted my body into 215 lbs of toughness, and this was not part of the plan.”

Nevertheless, Mark struggled out of his bed, where it was so much easier to lay anesthetized by pain medications, and began to fight At first he walked hesitantly. Then he set physical goals. His one-year post-operative celebration included running three miles nonstop. His goal for the next year was to run four miles nonstop, which again he accomplished. Then he ran three miles in thirty minutes.

Mark believed his survival through so many adversities was due to a determined effort that never waned. “It comes from winning all those little confrontations with oneself. Once I’m standing on a treadmill, I know that I have won. This is how I survive.”

Getting old isn't part of the plan for many Baby Boomers, a generation noted for its youth-seeking character. But the human condition demands that we age, and we have two fundamental choices for how we do it: to surrender to aging, allowing the body to unravel with the mind and spirit; or to confront and fight aging, as was the path of Dr. Mark Crooks, who faced the diseases and accidents of aging long before his contemporaries.

In November 2009, Mark learned that lesions had appeared in his liver. Resolute as always, he began exploring how he might receive a liver transplant. Medical policies required that patients be declared cancer free for at least five years before a transplant could be scheduled.

When it became clear to Mark that this would be his final confrontation with Thanatos, he accepted his fate and continued exercising in whatever form he could manage, even pushing an IV cart in front of him as he circumnavigated a hospital floor. He never stopped challenging himself until one week before his death — a week spent in the Kansas City Hospice. He died on July 8, 2010.

What have I learned about aging from Mark? Any excuse not to stay in the best shape possible is insufficient. Any excuse not to keep setting and fighting for goals is inadequate.

Life is a test of will demanding that we make conscious daily choices to prevail and thrive. Mark’s approach to living is also an optimistic metaphor for a generation getting older and coming to represent societal conceptions of the aging process.

We can choose Thanatos and allow our bodies to perish due to sloth and gluttony, bad habits and dependencies, or we can choose Eros and get in shape physically and mentally, redefining the meaning of aging. We can confront media forces aimed at tearing apart aging spirits and demonstrate that this generation is not narcissistic, self-absorbed, fatuous, or any other condescending label.

To the media and to ourselves, we can resurrect an aphorism from our youth: “Hell no, we won’t go.” Against all odds, we won’t go passively to Thanatos. We will go on.

Enjoy an intense and uplifting story inspired by Mark's life through Brent Green's biographical novel, Warrior, which focuses on the protagonist's steadfast commitment to health and fitness while fighting cancer for 57 years. 

Click on this link to order your copy of Warrior on Amazon.

All photos and videos, Copyright 2020, Brent Green. All rights reserved.

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