Marketing to Leading-Edge Baby Boomers

By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation’s assets. The generation’s front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you: — Critical “bipolar metavalues” that influence the buying behavior of Leading-Edge Baby Boomers. — Select the right advertising media to achieve your marketing goals — LOHAS: a new lifestyle segment that’s changing everything — How to plan and organize “bandwagon” Boomer events and promotions — Exceptional opportunities for reaching Boomers through the Internet.