Marketing to boomers has been the mainstay of business for almost 60 years. As the baby boomer generation ages and starts to enter the retirement era, there are many anomalies that begin to appear as "generation" begins to intersect with "age" and then if we overlay "personality type," the picture begins to get complicated. Or it begins to clear if you are a marketing type who wants to fine tune your focus to find the potential customers that you can relate to with success.
I've been asked to present the case for boomers to a couple of groups of financial consultants next week and while my credentials come from the fact that I am a member of the Baby Boomer generation, my information and research has been coming from some incredibly talented and intelligent people who have been studying the issues of marketing and specifically marketing to generations and age groups. Information in blogs and websites about the pre-retirement era and the effect that boomers will have on the subject is beginning to build.
If you are interested in reading some of the information that I have been using as a resource then try several books like Freakenomics by Levitt and Dubner ( they have just released a new one which I haven't read yet), Boom by Brown and Orsborn which really deals with what I term the "marketing sweet spot," women over 50. Some of the best research that I have read so far is in a book called Know 'em Sell 'em by Dr. Linda Morton who also has a very good blog that has become "must reading" for anyone serious about target marketing.
On the other hand, if you have a group of people who would be interested in my take on the subject that will include some personal stories and examples of how marketing to boomers works, then please send me an email and we can talk. You can contact me directly here.