15 December 2008

Ecologies Of Risk

Around this time every year things slow down for me businesswise.  I’m guessing that’s true for a lot of people.

thinker1 This gives me time not only to ponder the ponderables – but also the imponderables.  With the world the way it is nowadays it’s hard to tell them apart.  Forgive me for getting a bit deep here – but not much seems to be knowable

Over the last dozen or so years experts have predicted all sorts of futures for Baby Boomers.  With the economic collapse, apparently everything has changed.  At least that’s what I’ve been told. 

One thing has remained constant: You can still make money marketing to and even investing in Baby Boomer targeted products and services.

There’s a new report about the future of Baby Boomers by The Institute For The Future and The MetLife Mature Market Institute:

Risky times ahead
mw By Robert Powell
Baby boomers face three new risks in coming decades, but there are answers …

migliacciopicra Richard Adler is one of the smartest people I know.  And just the other day I told my buddy John Migliaccio that he’s one of the smartest people I know (but I won’t reveal why I think he’s so smart – or why I told him). 

Download The Report: Ecologies of Risk (PDF)

My favorite quote from the report:

“Boomers believe that their single most important future asset is themselves.”

While this is nothing new, it sums up things pretty well:

“Boomers are rejecting the traditional narrative of retirement as a time of relaxation and winding down; they see coming decades as a time that offers expanded opportunities for self-investment and a chance to develop new capabilities.”

eor Ecologies of Risk is a worthy read, a must read if you are involved with marketing and advertising to Baby Boomers. The only section I’d take with a shaker of salt is the psychographics at the end (Boomer Action Types).  I’m not a big fan of psychographics.

More from Brent Green.

Update 12/21/08: Dick Stroud’s take on it.

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