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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.

Building Boomer Business

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  • 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.

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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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    Beyond Male Dominance: Gender and Generational Hallmarks Compelling Baby Boomer Men Today

    Never before in the history of this nation have so many men entered the 70+ life stage. A Boomer male turns 70 about every 15 seconds. This inexorable march to 70+ will continue until 2034, and then this generation’s longevity dash continues forward toward the ninth and tenth decades of life. Someday, millions of Boomer men will survive beyond the average life expectancy achieved by their grandfathers and fathers.

    Demography by itself does not fully predict the future course for this generation. Values inspired by the social and cultural revolutions of the 1960’s and 1970’s add dimension to future scenarios. Here are four significant influences:

    Being Boomer Male and Feminism

    Dating man 1Boomer men were and are widely supportive of feminism, especially those aspects of the social movement focused on economic equality and full participation in institutional society.

    Many recall early encounters with feminism during their teen years: perhaps a polite request not to open the door for a young woman passing by, or a more vociferous denunciation by being called a “male chauvinist pig.”

    The experiences of feminism often served to confuse Boomer men; they wanted to please their female counterparts but did not necessarily wish to relinquish some of the privileges and territory of maleness as their fathers and grandfathers had defined it. Boomer men sometimes feel caught between opposing values about sexual roles: those celebrating full equality between the sexes, and those that honor the special privileges of manhood such as classic corporate and institutional power.

    Many privileges under onslaught today spring from ancient religious traditions and time-honored customs when men practiced rituals of initiation, preferred separation from females during specific periods and seasons, and developed their own language nuances and culture.

    Patriarchic traditions are under siege today in the cultural narratives expressed through books and movies. For example, an article in The Atlantic described how role reversals are impacting Boomer men, once-upon-a-time large and in-charge of romantic relationships:

    Up in the Air, a movie set against the backdrop of recession-era layoffs, hammers home its point about the shattered ego of the American man. A character played by George Clooney is called too old to be attractive by his younger female colleague and is later rejected by an older woman whom he falls in love with after she sleeps with him—and who turns out to be married. George Clooney! If one of the the sexiest men alive can get twice rejected (and sexually played) in a movie, what hope is there for anyone else? The message to American men is summarized by the title of a recent offering from the romantic-comedy mill: She’s Out of My League.”

    It seems that Boomer men, out of choice in youth and out of necessity in middle age, have embraced the precepts and implications of feminism. Will women in the future embrace the possibilities of maleness as it finds new expressions in elderhood?

    Boomer Men versus Health and Wellness

    Shopping man Baby Boomer men are dichotomous with respect to health & fitness. They grew up in a time when the adult population was largely ignorant of today’s diet and health maxims. For example, I recall consuming a steady diet of high-fat foods, prepared and presented by my well-meaning mother. My mother’s refrigerator was always stocked with cheeses, bacon, whole milk, bologna, and cheese casserole leftovers.

    On the contrary, this generation also discovered outdoor sports and jogging in their twenties, influenced an explosion in the fitness facilities industry throughout their thirties and forties, and escorted many diet and weight-loss fads to popular and economic prominence. Thus, when it comes to health and wellness, this is a bifurcated generation. About 40 percent are overweight or obese; a smaller but nevertheless significant percentage is dedicated to maintaining fitness, with accelerating commitment to workout regimens. An entire new category of master athletes has become prominent in the last few years.

    Marketing to Boomer Men as Healing

    Silent Gen man 1Boomer men are moving into a period of their lives representing unprecedented opportunities for growth, service, community, and fraternity. Along this path, dangers lurk: irrelevance, anger, depression, lack of appropriate role models, obesity, and a general dearth of purpose. The impact can lead some men to make abrupt and unwise changes, from quitting a job to leaving a marriage.

    What might be the source for these challenges of male aging? According to Jed Diamond, PhD, author of Male Menopause, acting out by older males involves much more than external stresses.

    “Often a man’s restlessness and irritability come from the pull of his inner world, not a pull from outside. He may think he needs to leave his family, have an affair, change jobs, run away from home, or leave the country. The real longing may be to fulfill his soul’s calling.”

    These potential illnesses of the body and soul need healing, and this is the service that many companies in the future may provide. Marketing can be restorative when insights gleaned positively change the way men think about themselves as husbands, partners, fathers, grandfathers, and mentors. Just as marketers have been instrumental in teaching women about breast cancer, so can marketers take a leadership role in helping men understand their own needs and positive ways to address what they want through the choices they make as consumers.

    Marketers can teach environmental awareness, the special role of fathers in the nation’s future, and how men and women can co-evolve, wherein both sexes share equally in the American dream. 

    The most powerful marketing premise of the coming years will be healing. In healing the nation’s aging men, those insightful and courageous companies will also heal many ills besetting the nation and the globe. Along this hopeful path, enlightened companies will also experience the economic and psychological rewards of making a substantive difference, while elevating late-life manhood to a status worthy of esteem and aspiration by younger male generations.

    Toward Relevance and Reinvention

    Education man 1Although late middle age has been traditionally associated with predictability, quiescence, and gradual withdrawal from mainstream society, Boomer men are poised to shatter these stereotypical expectations, challenging barriers to employment for those over age 60 or 70. The softer side of maturity is a quest for reinvention and self-actualization. Boomer men have spent decades focused on their responsibilities as employers, employees, fathers, husbands, partners, and business and civic leaders.

    The stage of life after 70 presents renewed opportunities to reach for greater idealism and relevance in life. It’s a time to discover life anew, and this perpetually seeking male cohort will pursue later life with questions, a search for meaning, and by finding ways to bring life into perspective while leaving behind meaningful contributions to society. These Boomer quests will include new ways to create a more sustainable economy, ways to mitigate poverty and attendant diseases, and ways to build greater influence for the nation’s thousands of nonprofit organizations.

    Generation Reinvention by Brent Green coverExcerpted from Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future. 

    June 13, 2022

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    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
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    • 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.
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      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.
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      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
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      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.
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      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."
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      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.

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