In my book Boomers 3.0: Marketing to Baby Boomers in Their Third Act of Life, I outline ten strategies that businesspeople should consider when marketing to older consumers. These strategies are grounded in what I believe to be the core values of Americans in their third act of life, i.e., Baby Boomers, and are thus a reflection of the individual and collective DNA that guides their attitudes and behavior. As cultural indicators of how older consumers are likely to spend their time and money, I see these ten strategies as territories for marketers to stake and mine with products, services and communications.
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