Henry Stewart Talks: Citations

From: A___ 
Sent: Thursday, November 12, 2009 5:19 AM
To: nyrenagency
Subject: Henry Stewart Talks: Citations

Dear Chuck,

I am writing to update you on citations for talks appearing within The Marketing and Management Collection (www.hstalks.com/go).

The Marketing and Management Collection, of which your talk forms part, is used as an educational resource by academic institutions and commercial organizations worldwide. Following both customer and speaker feedback we have generated citations for every talk in the collection to enable speakers and viewers to reference the use of talks in their academic and commercial endeavours. These citations appear on each individual talk page.

We have also recently created direct links to every talk in the collection which you might wish to place on your website alongside references to your other published works. The link will provide access to the first five minutes of the presentation. The full citation and the direct link to your talk appears below.

http://www.hstalks.com/?t=MM0832173-Nyren

Citation
Stroud, D., Walker, G., Nyren, C. and in’t Veld, A. (2009), "How the older market is evolving internationally", in Stroud, D. (ed.), Latest Thinking in Marketing to the Older Consumer: Marketing techniques to target the fastest growing population demographic, The Marketing & Management Collection, Henry Stewart Talks Ltd, London.

Once again, many thanks for contributing to the Henry Stewart Talks series on “Latest Thinking in Marketing to the Older Consumer”.

Kind regards,
A___
Henry Stewart Talks
Russell House, 28-30 Little Russell Street
London, WC1A 2HN
Website: www.hstalks.com

Makes me feel like I’m an Oxford Professor or something …

Dr. Gene D. Cohen

Over the weekend I heard through the grapevine that Dr. Gene D. Cohen had passed away.

Colleague Brent Green knew him, and crafted a tribute:

In Memoriam: Dr. Gene Cohen, A Creative, Thoughtful visionary For Boomers and All Aging Generations 
For those in business and marketing, Dr. Cohen’s research and clinical observations provide exciting new insights into aging, while creating vast opportunities for new products and services and reframing outdated societal myths.

Here’s a short piece by Dr. Cohen that touches upon much of his research:

A New Perspective on Sustaining and Increasing Learning Capacity With Age
Postformal thought itself often results in new learning strategies, novel insights and creative problem solving. It allows us to examine in new ways information we have had or situations we have been in for some time, bringing new perspectives and understanding into our awareness. In this sense, it can promote creativity with aging -- bringing something new into existence that is valued. It can lead to new breakthroughs in thinking -- not despite aging, but because of aging.

The mainstream press wasn’t jumping all over Dr. Cohen’s passing.  I wondered why.  I’m still wondering why. But finally:

Gene D. Cohen, Geriatric Psychiatrist, Dies at 65
His outlook was optimistic, which he conveyed in books for general audiences. As research in the 1990s began to show that the brain was less susceptible to being ravaged by age than had previously been thought …

The Washington Post now has an obituary:
"The magic bullets are all blanks," he said in 1998, advising people to rely on "intellectual sweating" instead of pills and herbs for good mental health. "Make it a point to learn something new, instead of turning to hormones or ginkgo biloba."

Although the medical establishment tended to treat aging as a disease when he started his career, Dr. Cohen found that the later adult years can be a time of great creativity.

In 2006 I blogged about Dan Pink and David Galenson and what they were saying about this subject:

What Kind of Genius Are You?
A new theory suggests that creativity comes in two distinct types - quick and dramatic, or careful and quiet …

More from the NYT:

Older Brain Really May Be a Wiser Brain

Goodbye, Dr. Cohen.  Hello, all his accomplishments.

Veterans

RT @CreatingResults: Marketing to Veterans As a Subgroup of Mature Consumers: http://bit.ly/40oZGd

 

Veterans are well-educated and place great value on learning.

The “Servicemen’s Readjustment Act of 1944” – more popularly known as the GI Bill – was one of the most popular and transforming government programs of the 20th century.

A Potential Boom from Baby Boomers: Universal Design & Aging in Place

For advertising folk, one of the most useful attributes of the internet is being exposed to online trade mags – ones you’d probably never see otherwise.  With a new client, or if you’re pitching, you need to find founts of knowledge fast.

I’ve been quoted in a few trade mags I’d never heard of until they contacted me:

Boomers in Candyland

Boomers Beyond: Marketing to a 50-Plus Audience

Savvy sleep that knits the ravelled sleeve of care.

While fiddling with the ether today, I happened upon this piece in Kitchen & Bath Design News:

Look for a Potential Boom from Baby Boomers
DPH Perspectives
By Melissa Allen
Where can boomers turn for help with customizing their homes so they can stay where they are? Big-box stores offer deep inventories and economies of scale, but don’t provide carefully chosen collections of truly outstanding products or the expertise to help boomers combine products and solutions to meet age-related needs.

… Boomers want knowledgeable and trustworthy professionals they can work with in upgrading their homes, and they’re worried that they won’t be able to find them.

This spells opportunity for our industry.

First I had to figure out what DPH meant. Wikipedia was no help.  With some scrolling and deep deciphering, my incredibly big brain finally got it: Decorative Plumbing & Hardware.

More from the article:

“In our showroom, we’ve found that semantics are as important as the products themselves. References to limited mobility or handicapped products are not well received by this generation. Sales professionals need to understand the importance of nomenclature. They need to emphasize that these products add beauty, safety and enhanced functionality,” Miller says.

Aging-in-place products are becoming more attractive. For instance, grab bars were once very utilitarian looking. “Now, grab bars come in multiple finishes and styles, and different lengths and widths, and can be high end as well as basic,” Miller says. “All of a sudden, we’re able to provide people with products that don’t remind them that they’re getting older. We’re not only able to provide safety, we’re able to provide safety in beautiful products.”

That sounds like a chapter in my book:

I’ve updated the chapter and put together a PDF about Universal Design/Aging in Place and advertising to Baby Boomers.  Click here to download.

A previous post with some good links:

UD, Aging in Place, and My Dumb Noggin

Television, Movie, Pop Stars Least Persuasive

Sort of an interesting survey (for two reasons) by Harris Interactive and Adweek Media:

Business Leaders Considered Most Persuasive in Ad Endorsement (PDF)
The issue of celebrity endorsements is something a number of companies grapple with as they are planning their advertising campaigns … One quarter of those aged 18-34 (23%) say television or movie stars are most persuasive while only 15% of those aged 55 and older feel the same way.

Sort of interesting survey reason #1:

I’ve talked about this for years when advising clients about reaching Baby Boomers.  In an online presentation a year ago there’s a section all about celebrity endorsements.  I used Liberty Medical as an example of a company that (at the time) needed to update its image. The section is about 19 minutes in:

Two graphics from the above presentation:

 

 

 

 

So you don’t have to sit through it, basically I say that it would be a mistake to find a ‘new’ Wilford Brimley. 

Sort of interesting survey reason #2:

CELEBRITY ENDORSEMENTS THAT ARE MOST PERSUASIVE

Odd that Harris Interactive would stop delineating demos after age 55, as if all people over that age are the same: simply old. 

Of course, this myopia is nothing new:

The Jitterbug Phone
The real issue: Marketers assuming that if you're over fifty you're automatically a member of one and only one age demographic - all with the same needs and wants.