“Baby Boomers are rejecting a view of themselves as old people.” This and other powerful insights can be found in the must have book called. The authors, J.Walker Smith and Ann Clurman, have produced a work of bottomless information for anyone who wants to sell to or just plain understand the boomer market.
The term baby boomer was coined in 1960 by the Yankeovich Company. Since then they have compiled a wealth of information about baby boomers. They have divided baby boomers into six segments. Due diligents, maimizers, sidelineers, straight arrows, diss/contenteds, and re-activists.
The book is divided into two sections which focus on the immortality and morality focus of baby boomers. You may not agree with many of the perspectives but they come from loads of research based on surveys conducted on baby boomers.Do not be surprised, if you are reading it as a baby boomer, that you find yourself reflected in the book.
As for marketing to boomers, one point made is that boomers are more concerned about the experience of the product than the product itself. Umm, something to think about.