Category — Lori Bitter

After 12 years of working in the aging consumer space, I believe that in 2010 we have reached a tipping point. From the health care debate to the adoption of the iPad, people are focusing on the aging of our country’s citizens, and the rest of the developed world. At conferences nationwide experts are talking about the implications of an aging population; the concept of aging in place; and caregiving. At Continuum Crew, we follow these conversations and help our clients translate the trends and data into actionable product and marketing strategies.

I am pleased to present to you our latest issue of C2 magazine. The contributors in this issue are some of the smartest analysts, entrepreneurs and businesspeople focusing on aging consumers and their needs. They understand the intersection of technology and innovation in serving older adults and their caregivers, and they are on the cutting edge of understanding the power of social media.

This aging majority is shaping the zeitgeist of the country and creating a seismic shift in our worldview and approach to all types of goods and services. We have arrived at the tipping point.

Enjoy the issue!

>>Download the magazine here.

Title: National Association of Recording Merchandisers (NARM) Know Your Consumer Conference
Location: Lighthouse International, 111 E 59th Street, New York, NY 10022
Date: September 28, 2010
Time: 10:00 AM – 6:00 pm EDT
Register: here

Description: Are you struggling to find research on Boomers? Are you overloaded with data on the high school demographic but still at odds with how to most effectively market to them? Delve deep into the minds of this consumer group during our live consumer panels. Live consumer panels will discuss music discovery and purchasing behavior, social media usage and music gifting. Also slated for the agenda are research and best marketing practices presentations, including a presentation by Lori Bitter, President of Continuum Crew, offering fresh perspectives, facts and figures.

A social media program can help your organization take advantage of the opportunities to reach aging consumers online—but how do you start? The Journal on Active Aging approached me to share for their readers a few steps to beginning a social media strategy.

You can view the article (pdf) here. Thank you to the International Council on Active Aging (ICAA) for permitting us to share the article on our blog.

If you are a member of ICAA or a subscriber to the Journal on Active Aging, you can access your issue via their website, available online next week. If you would like to purchase a copy, call the ICAA office toll–free at 1–866–3335.

Title: 2nd Annual Florida Boomer Lifestyle Conference
Location: Ruth Eckerd Hall , Clearwater, FL
Register: here
Description: Theme: Reinventing Life After 50, will explore key trends that are shaping baby boomers’ reinvention in four major, but intersecting aspects of their lives: personal, professional, physical, and spiritual – and what these trends mean for companies marketing to them. This Conference is designed to give marketers greater insight into the current boomer zeitgeist and capitalize on it to successfully address the needs of this huge market.
Start Time: 08:00
Date: 2010-04-15
End Time: 17:30

Title: Audiology Now
Location: San Diego, CA
Register: here
Description: AudiologyNOW! 2010, the annual conference for the American Academy of Audiology, offers unequalled educational content covering cutting-edge audiological research to timely ideas for managing your practice in a tough economy. The largest gathering of audiologists in the world also offers Audiology Solutions – a show floor featuring the latest technology in hearing care, in no other place can you see as many products or speak with as many industry representatives about your needs. All of this will take place in beautiful San Diego, where hundreds of restaurants, shops, and the San Diego Bay are steps away from the center. Stay for a few extra days to explore the coastline, visit the world famous San Diego Zoo, tour a WWII Aircraft carrier or bring the family and make the most of your educational experience and your limited travel dollars and have an “Edu-Vacation”!
Start Date: April 14, 2010
End Date: April 17, 2010

Title: What’s Next Boomer Business Summit
Location: Hyatt Regency, Chicago, IL
Register: here
Description: The premier event for individuals and organizations in business to serve boomers and seniors – entrepreneurs, corporate strategists, marketing professionals, experts in aging, leaders in the market segments interested in strategic alliances, media executives, and analysts.
Start Date: March 18, 2010
End Date: March 19, 2010

Title: NCOA-ASA Aging in America Conference
Location: Chicago, IL
Register: here
Description: It is the largest gathering of a diverse, multidisciplinary community of professionals from the fields of aging, healthcare and education. Join us to find the answers, the experts, the research, the best practices, and the most comprehensive educational offerings available to professionals. The conference provides attendees with the opportunity to network with new and old friends, gain insight from voices from the front line and find new grassroots and national partners for advocacy.
Date: March 15, 2010

After seeing Brokaw’s special on Baby Boomers I have more questions than I do answers. It’s a tease not a well-delivered package. I love the fact that he started and ended with Boomers in the middle of the country – Michigan. It grounded some of his perspective. He failed to acknowledge that this is a 20-year cohort, so the “duck and cover” reference means nothing to the Generation Jones segment of the Boomer cohort. The approach was blanket—no subtlety, insight or drill down.

While well produced, there was no acknowledgement of the sheer buying power—through every life stage—of this cohort. Entire industries and institutions were transformed by this birth boom. Think about baby formula; school districts; cars (the station wagon, then mini-van, then SUVs); housing—the creation of the suburbs, then retirement communities; and so much more! Often too much emphasis on the angst and not on the contributions.

Tom Brokaw loves the “Greatest Generation”. He is a member of the so-called “Silent Generation” – forever sandwiched in between two incredible generational cohorts. While we call them silent, they spawned JFK, Martin Luther King and many of the other icons of the early boomer movement.

At the end of this very shallow review, we need to remember some important points. First a huge generation of young people found their voice and expressed themselves—regardless of where or how they served. This was a first for the country, and because we were raised by depression-era parents we were given the gift—NOT THE EXPECTATION—of optimism. They told us we lived in the greatest country on earth—they fought for it—and we believed it. If we were spoiled, this was the spoiling!

This generation dealt with the rise of women, racial equality and sexual emancipation. This was dealt with by 20 somethings. We made mistakes. We made progress. We learned. Bill Clinton typified it, “I like rock and roll, I had long hair, was liberal, and opposed to the war…We were raised by the WWII generation; how could they be the worst parents and still the greatest generation?”

At the end of the day I believe the Boomer generation is, as Brokaw elicited, “unrealized.” The oldest of us are in our 60s and the youngest in our 40s. If we live to be 85-100—as longevity studies suggest we might—we have a lot of time to tell the world what our contribution and legacy will be. Stay tuned.

If you missed it: TOM BROKAW REPORTS: BOOMER$! will re-air on CNBC on Saturday, March 6th at 7PM ET/4PM PT, Sunday, March 7th at 9PM ET/6PM PT and Monday, March 8th at 8PM ET/5 PM PT.

These extras were posted to the CNBC site. Enjoy!

Slideshow: Growing Up Boomer: A Generation’s Joy and Angst

Quiz: 1960s Boomer Culture

Video Extras:Tom Brokaw Reports: Boomer$!

Just about to embark on a plane in Las Vegas, returning from the NAHB’s 50+ Lifestyle event at IBS. Just learned that my first article “Defining Ageless Marketing” has appeared on Canvas8 website. They approached me to write a series of articles on strategies for marketing to mature consumers. In the first article I reference David B. Wolfe’s term ‘ageless market’ and examine a values-based approach that will resonate with the older market.

Canvas8 is a global trends service that draws from myriad people from many disciplinary backgrounds to offer insight into attitudes and behavior. They encourage a deeper understanding of people so brands can more effectively engage with their audience. Their research is always in the context of how it affects people and, consequently, brands. They aim to have this research foster the creation of engaging brand strategies that will resonate with your target audience.

If you are a member of Canvas8 you can see the entire article at: http://www.canvas8.com. The next will appear mid-February.