Boomers as Consumers

Yesterday we invited a heating and cooling sales person into our home. As he was rattling off some product features, he said, “You could even use your phone to control the temperature in here– but you wouldn’t be interested in that.”  Really?  We wouldn’t be interested in added convenience? Why? Because we’re older? This salesperson clearly didn’t know about the three deadly sins when doing business with baby boomers. Let me explain: Deadly Sin #1: Assuming business representatives know what baby boomers really want.  Sadly, when marketing is targeted to older adults, it’s often based on stereotypical assumptions. I’m not alone when I say I’m tired of getting…

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Gender and Retirement

Gender and Carving Out a New Life after Leaving Your Career (February 8, 2019) I met with a friend last week who is a successful business woman and teaches at the college part-time just because she enjoys it. As this friend is now seventy, I asked her if she was planning on slowing down – maybe selling her business or traveling more. She answered, “Well, what would I do for the next 30 years? Maybe I’ll sell the business when I reach eighty-five”. Because friend takes very good care of herself, I can easily imagine that she will reach 100.…

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