After seeing investments yo-yo a few years ago, lots of people are being cautious. They’re scared:
Advisers' advising, but boomers not buying
Clients not interested in re-balancing, saving more or devising a financial game plan, survey finds
…Only 5% of boomers have formalized a written retirement plan, even though about half of the surveyed advisers said they suggested the idea to clients…
Before the yo-yoing, way back in 2004, Fidelity Investments had a spot targeting women. Brent Green dissected it:
A Heroine For Our Time
Meet Carol...
Hippie
Preppie
Yuppie
Protester
Democrat
Republican
Mom
CFO
CEO
Cancer Patient
Cancer Survivor
Fundraiser
Spokesperson
Caregiver
And soon to be world traveler.
Sure, Carol is a composite success story. There aren’t too many Carols in the real world. That’s advertising – chunks of truth awash in aspiration.
But I remember thinking: It’s a bit early for this. Fidelity might be too ahead of the curve. I wasn’t predicting the recession – just wondering if Baby Boomer women were ready to deal with their financial futures. The median age at the time was late forties, early fifties.
The time has come. Financial security is on the minds of many women in their late fifties, sixties:
More unmarried couples living together in retirement
…More than 7.5 million couples live together without tying the knot, and that number is growing. It may appear to be a simple arrangement, but can be full of complexities when it comes to money and financial planning…
While the number of couples living together has doubled over the last decade, there are very few legal and financial protections for them. So financial advisers recommend that unmarried partners build their own safety nets.
The Crystal Ball of Common Sense’s Prediction: Some smart financial planning company will figure out that there is a huge opportunity available: Targeting Baby Boomer women.
It all started around 1999 when I was writing on the web about Baby Boomers. My articles were getting hits from a University of Southern California intranet site. I thought for sure that some professor of English or Literature or an artsy subject like that had made my online scribblings mandatory reading.
Skip ahead a few years, and yours truly pens a book about advertising to baby boomers. I was floored when it was selected as a Classroom Resource by The Advertising Educational Foundation. I still get emails from students and professors around the world. The book is in the libraries of many colleges and universities.
Established in 2009, the California State University, Chico (CSU, Chico) Interdisciplinary Center on Aging (ICOA) is conceptualized to fulfill the ever-growing aging needs of Northern California.
Back from Istanbul.
The EU: Many European countries want Turkey to join because it’s an economic, political, and cultural powerhouse. Many European countries do not want Turkey to join because it’s an economic, political, and cultural powerhouse. 
