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"Boomer Consumer"

The nation's 80 million Baby Boomers have more collective buying power than any other generation by far. Spending $2.3 trillion annually on goods and services, they are reshaping broad swaths of the United States economy, including the markets for financial services, healthcare, travel & tourism, real estate, retail, home improvement, and consumer products.

Although half the generation has reached the age of 50, Boomers don't think of themselves as "seniors." Advertisers and marketers aren't sure how to classify them. As a result, many ad campaigns miss the mark. To capture Boomers' attention, marketers need to embrace new thinking.

Based on proprietary research, the Boomer Project's Matt Thornhill and John Martin lay out tactical tips and practical techniques for connecting with the Boomers. Their book, "Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest, Most Influential Group" is a must read for anyone who wants to sell to or influence today's Boomer.

Coming Soon: Generational Advisor

The Boomer Project is developing a new subscription-driven product, "Generational Advisor," a monthly newsletter of help to financial advisors seeking to understand Baby Boomers and how to sell effectively to them.

As the largest and most affluent generation in the history of the United States, Baby Boomers have reached a life stage where they need to save significant sums of money to support an active lifestyle over a lengthy life span. But the selling pitches that worked for the G.I. and Silent generations will fall flat with them.

"Generational Advisor" will keep financial advisors apprised of the latest trends in Boomer investment behavior, explain what makes Boomers distinct from other generations, and provide practical, hands-on advice for selling financial products to them.