The U.S. Centers for Disease Control and Prevention (CDC) recommended and the FDA  just authorized another Covid booster for adults 65 and over and individuals with weakened immune systems. A recent article in The New York Times cites the following data:

• Adults age 65 and over make up about 16 percent of the U.S. population (about 53 million people)
• About 7 million people have weak immune systems
• Around 250 people daily are still dying from Covid-related causes, the majority of whom are either over 70 years old or have weakened immune systems
• The median age of those hospitalized for Covid is 75
• Only 43 percent of Americans age 65 and over have received a bivalent booster shot to date.

As you carry on with your daily life, you may not think Covid is a problem anymore. My personal experience is that I rarely see anyone wearing a mask in stores. I have taken flights recently and noticed that in airports and on airplanes masking is minimal. You hardly ever see, hear or read a story about Covid nowadays. The old saying, "Out of sight, out of mind" seems to apply.

Still, Boomers, particularly those age 65 and over, are the most vulnerable for Covid infection. Some Boomers have weakened immune systems, which makes Covid even more potentially deadly.

Boomers like to think we are the generation that promoted health-consciousness. After all, we were the folks who started the wave of interest in natural and organic foods and called attention to dangerous food additives. We grew up at a time when vaccines protected us from such serious diseases as polio, measles and mumps. Today, vaccines protect Boomers against shingles, pneumonia and influenza.

Why, then, have more than half of Americans age 65 and over failed to get a Covid booster? 

The low percentage of boostered Boomers is a puzzling dilemma for public health officials. While there could be many reasons for this, the implication is clear: Boomers who are unprotected by a Covid vaccine could risk serious illness or death if they contract Covid.

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Guest Post by Julie Gorges

Editor's Note: My colleague Julie Gorges writes Baby Boomer Bliss, a blog I highly recommend. She recently posted an article that referred to "5 positive traits of boomers." At a time when there seems to be a fair amount of boomer bashing in various media, I asked Julie for permission to share an excerpt from her article because I think it does a great job of highlighting some of the really good things about the Boomer Generation. Here they are...

1. Boomers are Good at Reinventing Themselves

Not being content to sit in a rocking chair reminiscing about the past after retirement – like some of our parents and grandparents – many boomers are still active, eagerly learning new things, and becoming more creative as they age.

Boomers may not be up on all the latest trends, but they remain young at heart.

Boomers tend to consider themselves a work in progress. Many are making spirituality and personal growth a priority, opening themselves to new experiences (like learning sign language and shark cage diving, in my case), and striving to reach their full potential.

Thanks to boomers, turning 60 or even 70 is no longer a professional death sentence as it was in the past. Many boomers are postponing retirement, both for financial and personal reasons. This has opened the doors for younger generations who, if desired, have a better chance of working as long as they want.

Often boomers are maligned for being technically deficient. However, many boomers have embraced new technologies like texting, videoconferencing, online banking, tablets, tech savvy homes, and social networking sites. A lot has changed, but boomers are enthusiastic about technology that’s valuable to them.

In my opinion, we’ve changed the way people age. And that’s a good thing for upcoming generations.

2. Boomers Value Family Relationships

Personally, I grew up in a traditional family that ate dinner together every night, watched The Wonderful World of Disney every week, attended religious services, and took camping trips together.

As a result, I practiced these same values with my own children and grandchildren. As a reward, we all remain close.

Just proves different generations can get along and even love each other!

3. Boomers Influenced Rock and Roll

As the article, “27 Amazing Things Baby Boomers Have Done for Humanity” points out on their website Mercatornet, the boomer generation changed music forever. “Popular music will never be the same after the 70s. These musicians [Bob Dylan, the Beach Boys, and the Bee Gees] passed on an undying legacy with their lyrics, experimentation and harmonies.”

Of course, the 60s also changed music in a major way, becoming a vehicle for social change.

Brian Ward, a professor in American Studies at Northumbria University wrote in his article for the Gilder Lehrman Institude of Natural History, “What’s That Sound? Teaching the 1960s Through Popular Music: “Even students far too young to have experienced the decade first-hand often recognize a whole range of sounds as evocative of the era. The Motown soul of the Temptations and Marvin Gaye; the folk revivalism of Bob Dylan and Joan Baez; the folk-rock syntheses of the Byrds; the surfing sounds of the Beach Boys; the free jazz of Archie Shepp and Ornette Coleman; the girl-group sounds of the Chiffons and Crystals; the southern-fried soul of Percy Sledge and Otis Redding; the lush Nashville countrypolitanism of  Eddy Arnold and Tammy Wynette; the country-rock blends of the Flying Burrito Brothers; the progressive, psychedelic sounds of the Grateful Dead and the Doors; the self-reflective meditations of singer-songwriters James Taylor and Laura Nyro; the daring blues-rock-jazz blend of Jimi Hendrix; the pioneering funk of James Brown; the garage rock of the Standells and Seeds; and the avant-garde noisescapes of Captain Beefheart and the Velvet Underground.”

I would add The Rolling Stones, Queen, Creedence Clearwater Revival, The Eagles, Tom Petty, Fleetwood Mac, Eric Clapton, Elton John, and Simon and Garfunkel to the list of classic rock singers and bands that influenced music forever.

Many younger people still listen to these musicians today.

4. Boomers Tend to Work Hard

Boomers typically do not shy away from hard work. Most boomers grew up in well-structured and disciplined households. Boomers were taught to respect their parents and grandparents and do their chores. As a rule, boomers are self-disciplined, highly motivated, and focused on goals in life.

You would think that’s a good thing. But these qualities are often used against us. Boomers are called “workaholics” and a “greedy generation,” perceived as always putting money first. However, growing up in a spiritual family, these were not the values I was personally taught. I’d venture many boomers would say the same.

5. Boomers Want to Give Back

Now, can we talk a little about the blame game? Boomers are seemingly responsible for all that’s gone wrong in the world. In part, due to the size of their generation. By the way, is it my fault that my parents’ generation had a bunch of kids making the population “boom?” (The basis for the name of our generation, baby boomers.)

Good thing we weren’t around for the Great Depression. Somehow, that would be our fault too.

At any rate, baby boomer blaming seems like a way of oversimplifying extremely complex issues.

Although I do not feel personally responsible for every problem in the world today, I do understand the younger generation’s frustrations. For example, many boomers know how difficult it is for younger people who face challenging economic conditions today.

As a result, many parents have been generous with adult children who often need to live at home longer than expected. Some help their children financially even to their own detriment. And many grandparents are helping care for their grandchildren to help adult children save on child care costs.

In addition, boomers tend to look for a mission in life that offers meaning and purpose. Many of us are involved in volunteer work and our community.

Julie Gorges is a blogger, writer and author of non-fiction and fiction books. Check out her blog at https://babyboomerbliss.net

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In a conversation with Karen Breslau of Bloomberg News at the Century Summit 2022 sponsored by the Longevity Project, Maria Shriver spoke eloquently about the concept of "reframing aging." The 67-year old Shriver is a journalist, best-selling author, entrepreneur, Alzheimer's advocate, film maker and more. The former first lady of California is now part of a task force on aging for Governor Newsom in the state.

With regard to the workplace, says Shriver, "So many industries are stuck in an old model." She observed that there are many people in their 70s, 80s and even 90s who "are at the top of their game," among them architect Frank Gehry and investor Warren Buffett.

Shriver added that people in their 50s and 60s want to keep working but are frustrated because society doesn't look at them as "valuable players." Says Shriver, "I think we need a sea change, a narrative change, a reframing change" and she credits Boomers with driving that change. She believes that workforces are better off when people in their 20s and 30s are working together with people in their 60s and 70s.

Shriver herself is a model for what she believes. She says for the first time in her life, she is free of bringing up children and caring for her elderly parents. She now thinks about where she wants to make a difference -- in aging, longevity and women's health. Interestingly, Shriver is also a model for intergenerational living. She has started a business with one son and says, "I love working with my children. I do a lot of that, and my parents did a lot of that." She says her parents worked up until their 80s.

Another key strategy Shriver has continued from her experience as first lady of California to the present day is putting lots of different people together in the same room -- whether they are different ages, from different walks of life, or with different perspectives. She does it "so people can talk, can share stories and learn a new narrative." Shriver believes in "updating story lines on a continuous basis because people don't hear the new story unless they meet people on the ground who are living that new story."

You can find more of Shriver's comments, as well as recordings of other sessions from the Century Summit 2022, here: https://www.longevity-project.com/century-summit-2022-videos

Image: Maria Shriver speaking at the Century Summit 2022, The Longevity Project, Stanford Center on Longevity

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Watching Serena Williams play tennis in the first round of the U.S. Open on Monday night, August 29, was like watching an unstoppable force of nature. The 40-year-old Williams defeated a 27-year-old opponent, not easily but convincingly. Yet earlier in August, in Vogue magazine, Williams shocked the sports world by announcing her retirement from tennis.

Normally, when you hear the word "retirement," you think of the traditional meaning: older generations ending their work lives to move on to something else. But in the case of Serena Williams, she was making a different kind of life choice, announcing to the world that she wanted to grow her family rather than remain in the sport as arguably the best tennis player in the world. Here is the way she expressed it:

"I have never liked the word retirement. It doesn’t feel like a modern word to me. I’ve been thinking of this as a transition, but I want to be sensitive about how I use that word, which means something very specific and important to a community of people. Maybe the best word to describe what I’m up to is evolution. I’m here to tell you that I’m evolving away from tennis, toward other things that are important to me. A few years ago I quietly started Serena Ventures, a venture capital firm. Soon after that, I started a family. I want to grow that family."

I think her use of the word "evolution" as a label for what Williams is feeling is very appropriate. In fact, it strikes me that the concept of evolution just as easily applies to Boomers on the brink of "retirement." Like Williams, I have never liked the word "retirement." For several years, I have used the word "rewirement" to describe a new way of looking at retirement (after all, "rewired" is in the header of my blog).

I think the concept of rewiring is still relevant, but I also think evolving is an apt description for the collective advancement of Boomers into the next phase of our lives. The reality is that we go through phases that are not hard and fast with defined beginnings and ends; rather we evolve. Recognizing that evolutionary process may make it easier to understand and accept the phases of life that have passed and are still to come.

So thank you, Serena, for redefining retirement. You are showing the world that you can be the best you can be in your career and love what you do -- but still acknowledge that there are indeed other things in life that may be of greater importance. That's something Boomers would do well to acknowledge. Life's challenges and choices are not always easy, but we continue to evolve.

Whether or not she wins the U.S. Open, Serena Williams is teaching all of us a lesson about competing at the highest level -- in both sports and in life.

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A current controversy in Canada dramatically highlights the potentially damaging effects of ageism.

Canada TV anchor Lisa LaFlamme has been removed as the anchor of CTV National News, a program she has hosted since 2011. The 58-year old LaFlamme claimed she was "blindsided" by the decision, which is believed to be related to her grey hair. LaFlamme stopped dyeing her hair during the COVID-19 pandemic, allowing her hair to return to its natural grey color, telling viewers that it was "liberating."

It was reported by news sources that Michael Melling, a senior executive at CTV News, wanted to to know who approved the decision to "let Lisa's hair go grey." It appeared to be suspiciously coincidental that LaFlamme, who recently won Best News Anchor at the Canadian Screen Awards, was let go soon after she let her hair go grey. LaFlamme had been with the news organization for thirty-five years.

When furor erupted over the firing decision, Bell Media, the owner of CTV, said LaFlamme was terminated due to "changing viewer habits." The company did not comment on the hair color allegations, but said it regretted that the decision "may have left viewers with the wrong impression."

One company, Dove Canada, immediately responded by launching a campaign on social media. The company changed its gold logo to grey. While the campaign doesn't specifically mention LaFlamme, the timing is obvious. On Instagram, Dove said:

"Aging is beautiful. We should all be able to do it on our own terms, and without any consequences. That's why we're going grey, and donating $100,000 to Catalyst -- a Canadian nonprofit organization dedicated to helping build inclusive workplaces for all women. Join us by turning your profile picture greyscale, and tag #KeepTheGrey."

The Dove Canada campaign reinforced speculation that the firing was influenced by ageism. On Twitter, LaFlamme stated in a video, "I'm still shocked and saddened. At 58, I still thought I'd have a lot more time to tell more of the stories that impact our daily lives."

Image from Dove Canada social media campaign

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Discover How World War II Helped Launch "Boomer Brands"

Retirees tend to live on a few income streams, typically made up of (1) Social Security monthly payments (2) RMDs (Required Minimum Distributions) from deferred income retirement accounts, such as 401(k)s, (3) pensions and other long-term investments and (4) savings accounts. Financial conditions affect all of these financial vehicles one way or the other, especially if retirement, pension or savings are invested in stocks or bonds. Last year, for example, the stock market probably rewarded most retirees with healthy gains, while so far this year, stocks haven't fared nearly as well.

Currently, there is another factor that more directly affects retirees: Inflation. As we've seen over the past several months, inflation has caused a spike in the prices we pay at the gas pump and in the grocery store. In fact, prices are broadly higher everywhere, and for those retirees living on a tight budget to begin with, that is not good news. A recent hike in Social Security benefits due to the higher cost of living didn't help so much because, at the same time, Medicare premiums went up.

So what can retirees do to ride out the financial ups and downs we're experiencing? A recent article in The New York Times by financial writer Tara Siegel Bernard cites a few sound strategies. Retirees who turn 72 must take RMDs from retirement accounts, so some of your options are limited, but you still have control over your other assets. Here are some suggestions from the article:

• Reframing: Covering your needs is more important than spending money on wants. Think about how much of your basic living needs can be covered by such regular income as Social Security and pensions and keep withdrawals for other items to a minimum.
• A Cash Bucket: Set aside cash to cover a year's worth of basic expenses not accounted for through Social Security and pension income. Use this "bucket" when necessary instead of withdrawing from investment accounts.
• Guardrails: Consider being flexible with annual withdrawals from investment accounts instead of being locked in to the same percentage or withdrawal amount. Consider taking higher amounts when financial conditions are favorable and lower amounts when they are unfavorable.
• Check up: Do periodic reality checks based on your retirement age and anticipated longevity. Look at your entire portfolio and, using the widely accepted withdrawal rate of 4 percent annually, estimate how long your money will last if you withdraw at that rate. You could also determine how higher or lower annual withdrawal rates will affect your overall picture.

Of course, none of these strategies should be applied in a vacuum. It is best to do your own evaluation in conjunction with a Certified Financial Planner, who can objectively assess your unique situation and help you determine which of these strategies, or others, will work best for you.

Read more about advice for handling retirement during a financial downturn here:
https://www.nytimes.com/2022/08/11/your-money/retiring-recession-financial-math.html?

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New research published in the Journal of the American Medical Association examined the prevalence of everyday ageism, demonstrating that exposures were "associated with multiple indicators of poor mental and physical health." The study employed a newly developed multidimensional "Everyday Ageism Scale" to measure exposures.

Among 2,035 adults ranging in age from 50 to 80 years old, most respondents in the study (93.4 percent) reported regularly experiencing one or more forms of everyday ageism. Internalized ageism was reported by 81.2 percent of respondents, ageist messages by 65.2 percent of respondents, and interpersonal ageism by 44.9 percent of respondents. Mean Everyday Ageism Scale scores were higher for several sociodemographic groups. For example, ages 65 to 80 experienced higher exposures than ages 50 to 64, women experienced higher exposures than men, and White and Hispanic adult respondents experienced higher exposures than Black adult respondents.

The study showed that everyday ageism was associated with poor physical and health across four outcomes examined: Fair or poor physical health, Chronic health conditions, Fair or poor mental health and Depressive symptoms. Odds of negative health outcomes increased and the associated number of chronic health conditions also increased. The researchers stated:

"Everyday ageism may affect health outcomes via multiple pathways. Ageism may hamper quality of older adults' interactions with health care clinicians. Ageist cues, beliefs and interpersonal interactions may serve as stereotype threats, primes for stereotype embodiment, and models of normative expectations for older adults, all of which have been associated with poor health outcomes. Accordingly, everyday ageism may be a chronic stressor in the lives of older adults. ... Older adults with poor health may experience more ageist messages and discrimination (and discrimination based on health and disability) and personally relevant evidence supporting negative beliefs associated age with health."

While major incidents of ageism have been shown to be associated with poorer health and well-being among older adults, this study is unique in its focus on routine types of age-based discrimination, prejudice, and stereotyping that older adults encounter in their day-to-day lives, known as everyday ageism.

We should all be vigilant in recognizing all forms of ageism, whether external or internal. As we age, we should speak up when we are confronted with ageist attitudes, not practice ageism toward others and not beat ourselves up for being old. As this study indicates, everyday ageism in all of these ways can negatively affect our physical and mental health.

If you are interested in the full report of this study, click on the PDF link below.

Download JAMA-Ageism

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Kirsten Flanik is the 55-year old CEO of BBDO New York. BBDO Worldwide is a major marketing communications agency with over 200 locations globally. Flanik spoke about ageism in advertising at an "Ad Age Remotely" online session on April 27. As a 50-plus woman in a senior management position in the advertising business, Flanik brings an informed perspective, enhanced by the fact that one of BBDO's clients is AARP.

I attended the session and got to hear Flanik firsthand. She pointed out that, for the first time, five generations are in the workforce, even though the advertising industry "tends to skew young." She believes that age should not be a factor in hiring for industry positions as long as an individual is intellectually and creatively capable. Flanik said senior workers in advertising should be valued because they bring "different experiences and perspectives" to the business. She admitted, however, that ageism is a real issue in hiring for the advertising industry. Despite this, she is encouraged by the fact that the percentage of 50-plus employees in the workforce is higher than ever. She also noted that there are more 55-plus professionals freelancing than ever before and that these freelancers bring valuable experience to agency work.

An interesting point Flanik brought up when it comes to senior employees: Advertising agencies need to acknowledge that, as people get older, they may face health issues. Management needs to be tolerant and not be biased against older workers because of such issues. She used herself as an example, sharing that she had cancer in her early 50s. She felt that agency management and personnel embraced her rather than viewing the illness as a weakness, which is sometimes the case in the workplace. She said one mistaken perception of older workers is that they are in constant need of help. This simply isn't true. She has found older workers to be strong, resilient and self-reliant.

Perception also plays a key role when agencies and their clients think about consumers, Flanik said. She cited the statistic that 56 cents of ever dollar is spent by consumers who are 50-plus in age, yet agencies and clients still seem to follow the myth that the consumer becomes loyal to a brand at a younger age. That is one reason agencies and clients target consumers in the 18 to 49 age group. She believes that perception needs to change to the realization that "you can become brand loyal at any age." She also said 50-plus tropes are a problem. For example, in advertising, the 50-plus consumer is often portrayed as not understanding technology. Another common portrayal is the older couple, walking on the beach in retirement. Such perceptions are not the way 50-plus consumers see themselves, however. These older consumers may be very comfortable with technology, and many of them may still be in the workplace rather than retired.

Flanik was proud of the fact that BBDO recently hired a global Diversity, Equity and Inclusion Officer. She said that DE&I includes sensitivity to race, gender and age. She acknowledged the advertising industry is generally behind in diversity and believes a diverse workplace is essential. The goal of BBDO New York is to be "representative of the U.S. population by 2025" and she indicated the agency is 1/3 of the way there.

It was encouraging to hear Flanik's personal commitment to overcoming ageism as a senior executive in the advertising business -- because this is an industry that is often assailed for its orientation toward hiring young and targeting younger demographics. Hopefully Kirsten Flanik is not the only enlightened CEO running the office of a large agency. 

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Discover How World War II Helped Launch "Boomer Brands"

If you currently draw Social Security benefits, you'll notice a 5.9 percent increase in your monthly check beginning in 2022. It's the most substantial COLA (Cost Of Living Adjustment) for older Americans in thirty years. At the same time, if your health insurance is original Medicare, the standard monthly premium for Medicare Part B increases from $148.50 to $170.10, in addition to an increase in the Part B annual deductible from $203 to $233.

This is a good example of one of the major dilemmas of growing old in America, especially for those who are on a fixed income. As the government giveth, the government taketh away. For many of us, the bump in Social Security will quickly be eaten up by inflationary prices along with the rise in Medicare costs.

Perhaps more to the point, the push-and-pull relationship of Social Security and Medicare is symbolic of the under-appreciation of America's elders. Max Richtman, president and CEO of the National Committee to Preserve Social Security and Medicare, expressed it very well in his recent opinion piece for The Hill entitled "It Shouldn't be This Hard to Grow Old in America." He wrote:

"The idea of growing old in America today is becoming more uncertain and even scary, and it shouldn't be. This is one of the wealthiest nations on earth. While many seniors are fortunate to have adequate retirement income, affordable health care, and the means to live independently after decades of working, millions of others do not. ...

The two bedrock social insurance programs of the 20th century - Social Security and Medicare - have not been sufficiently updated to reflect seniors' 21st century needs (though serious efforts finally are underway in Congress to do so).  ...

Expanding Medicare and Social Security and allowing prescription price negotiation have overwhelming support from majorities of Americans across party lines. We should not have to fight to enact commonsense improvements for our most vulnerable citizens. ...

Aging in America should never be an intimidating prospect for anyone. Whatever it takes - a shift in societal attitudes, a political re-alignment, or the swelling senior population exercising its own power and voting in its own interests - we must rise to a higher standard for elder care."

The above are excerpts from Richtman's well-reasoned argument in a publication whose readership is largely national politicians and federal government officials. While one can only hope it doesn't fall on deaf ears, it's important to note that the "Build Back Better" legislation, which includes significant benefits for seniors, is currently stalled in Congress.

America is aging, and the segment of the population over age 55 is growing more rapidly than any other. The wealthiest minority of 55-plus Americans continue to get richer and secure their own retirement, but the majority of older Americans have less than adequate retirement savings and struggle financially when they retire. In fact, many in the 55-plus age group will need to continue to work well into their 70s if they want to experience any sort of comfortable retirement.

At some point, legislators -- and all members of American society --  must recognize that the precarious nature of many older Americans' lives will catch up with us. Growing old in America should not be "more uncertain and even scary" for anyone.

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Discover How World War II Helped Launch "Boomer Brands"

In 1984, a series of commercials for the burger chain, Wendy's, created a sensation. It resulted in a catchphrase that became so popular it was used in the Democratic presidential debate that year: Walter Mondale asked Gary Hart, "Where's the beef?"

As you'll see in the video below, three elderly ladies were featured in the ad, with Clara Peller asking the now immortal question. The commercial was admittedly humorous and playful, but it certainly did not portray seniors in the best light. 

Fast forward to today and we still experience ageism in advertising, as I wrote about in a previous blog post. I referenced an AARP article by AgeWave founder Ken Dychtwald. In the article, Dychtwald writes that "advertising is still far too often out of sync with the reality of today's older, more seasoned buyer." He quotes Chip Conley, founder of the Modern Elder Academy, who agrees: “Many ads are viewed by the older population as stereotypical and patronizing. Most advertisers receive a failing grade in their efforts to understand and relate to older adults.”

So now I want to ask marketers everywhere: When it comes to seniors, "Where's the beef?"

It's a sad fact that when marketers aren't making fun of seniors (which they often do), they are ignoring us. Big mistake.

A recent article on Entrepreneur.com cites data about the "silver economy," a phrase the European Parliament used in 2015, that means “the sum of all economic activity that serve the needs of people aged 50 and over, including the products and services they purchase directly and the further economic activity this spending generates.”

This data from The Brookings Institute should be reason enough for marketers to sit up and pay attention to the silver economy: 

"...seniors are significant players in the economy: There are currently 750 million seniors in the world, and by 2030, there will be one billion. Seniors in the consumer class are expected to grow by as much as 66% and are the wealthiest age group in the world (alongside older professionals aged 45-64 years). The number of seniors grows by 3.2% every year compared to an overall population growth rate of 0.8%."

Entrepreneur.com laments, "65-plus is often a discarded demographic." As a 65-plus Boomer who retired from the marketing profession, I'm amazed and perturbed that leading brands and their agencies simply do not fathom that we Boomers are equivalent to a prime A1 cut of beef as a target demographic. Marketers, here's some news for you: WE BUY STUFF! Not only that, research shows the Boomer consumer is discerning, willing to consider different products, open to change and tech savvy. You and I know it. I wish marketers understood it too. Hey, marketers, the answer to the question, "Where's the beef?" is RIGHT HERE. It's not the young 'uns, it's the Boomer audience!

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New Book Shows How World War II Helped Launch "Boomer Brands"