After 50: How the Baby Boom Will Redefine the Mature Market

This easy-to-skim book (under 200-pages) features 39 charts and figures for recent qualitative and quantitative research into the aging US boomer demographic.

It's broken down into handy chapters based on the industry vertical you are marketing in -- including

• travel & leisure
• fast food
• apparel & retail
• technology
• health
• financial services

Plus, every data point is accompanied with specific insights on "what it means for marketers."

11 leading researchers contributed insights and findings for this new book, including Leslie M. Harris of Mature Marketing & Research, Anne Devereux of BBDO Health, Joan Seamster of Customer Insights, Amy Myers and John Nielson of Colle+McVoy CODE50.

Table of Contents:

• Chapter 1: An Introduction: Connection with the Boomers
  
  
• Chapter 2: The Baby Boom: A Demographic Portrait
  
  
• Chapter 3: Current Boomer Behavior and Attitudes: What the Surveys Show
  
  
• Chapter 4: Baby Boom Travel Emphasizes Adventure and Relaxation
  
  
• Chapter 5: Boomers on Drugs: Marketing Healthcare Products to the Baby Boom Generation
  
  
• Chapter 6: Baby Boomers and the Fast Food Industry
  
  
• Chapter 7: Baby Boomers and Technology: Selling the “Me” Generation New Toys
  
  
• Chapter 8: “You Don’t Look 50!” What Boomer Women Want in Apparel
  
  
• Chapter 9: Connecting Boomers with Financial Services
  
  
• Chapter 10: The Boomers – How Do We Sell Them?
  
  Index
  
  About the Editor
  
  Complete list of Charts and Tables
  Figure 1.1: Brand Loyalty
  Figure 2.2: Cohort Ages by Year
  Figure 2.3: Relative Cohort Sizes, 2000
  Figure 2.4: Postwar Cohort
  Figure 2.5: Income of Wage Earners at Comparable Ages
  Figure 2.6: Average Percentage Increase in income Compared with Previous Cohort
  Figure 2.7: Impact of the Economy on Income Increases Compared with Previous Cohort
  Figure 2.8: Distribution of Wage Income Increases by Cohort Pairs, 1980-2000
  Figure 2.9: Cohort Aging, 1980-2000
  Figure 2.10: Percent of Population Classified as White
  Figure 2.11: Never Marrieds
  Figure 2.12: High School Graduates
  Figure 2.13: Undergraduate and Graduate Degree-Holders
  Figure 2.14: Home Ownership
  Figure 2.15: Percent Distribution by Region at Age 45-54
  Figure 2.16: Percent Distribution by Region at Age 35-44
  Figure 2.17: Percent Distribution by region At Age 25-34
  Figure 2.18: Participation in Various Activities in Past Year
  Figure 2.19: Retirement is ...
  Figure 2.20: What I Will Be Doing When I Retire
  Figure 2.21: Statements About Retirement That Apply to Me
  Figure 3.1: Views of Politics
  Figure 3.2: How They Feel About the Future
  Figure 3.3: Perceived Adequacy of Planning
  Figure 3.4: Looking After Their Health
  Figure 3.5: Fast Food is a Favorite
  Figure 3.6: Women Like Tablecloth Restaurants
  Figure 3.7: All Kinds of Vehicles
  Figure 3.8: Choosing a Vehicle
  Figure 3.9: Vehicle as a Reflection of Self
  Figure 3.10: Hours per Week Online
  Figure 3.11: What They Are Buying Online
  Figure 3.12: Boomers Feel Misunderstood
  Figure 5.1: Deaths from Heart Attack Among Ages 45-54
  Figure 6.1: Fast Food Nation
  Figure 6.2: Growth of Dual Income Households