Title: Webinar: Engaging Baby Boomers: The Communications Tools, Technologies and Strategies
Start Time: 09:00 AM PST
Date: July 22, 2010
Register: here
Description: If you target market are the 50+ Baby Boomer and Senior demographic, then join the Boomer Authority™ Association and International Mature Marketing Network for this important Webinar.

In vast numbers increasing daily, baby boomers are utilizing all forms of new communications tools and social media technologies to communicate with family and friends, collaborate in teams, and cooperate with anyone they choose anywhere, anytime.

Empowered and emboldened, this largely affluent demographic of 78 million in the U.S.—with spending power of $3 trillion annually and controlling 70%; of the U.S. wealth—is a powerful economic force. Boomers built our Knowledge Era and enjoy discussing products and companies, writing their own reviews, and finding and closing their own deals. And they are using these new communications tools and technologies spark conversations, solve problems and discover new solutions.

Moderated by Nancy Shonka Padberg, CEO, Navigate Boomer Media, join industry Thought Leaders Mark Willaman, President of Senior CareMarketer.com and Lori Bitter, President, Continuum Crew—who are on Mature Marketing’s cutting edge—and hear them share their views on how you can to gain a foothold and enjoy your share of this booming marketplace.

What you can expect to takeaway from the Webinar:

• Gain insights on how to leverage the communication tools, technologies and employ proven strategies
• Learn how to communicate your company’s value proposition directly to baby boomers and seniors
• Extend and expand your brand equity in ways that create brand loyalty

Sponsored by:

SeniorCareMarketer.com | Navigate Boomer Media | Continuum Crew

If you are an entrepreneur, marketer or corporate strategists targeting the mature consumer, this is a must attend event. Produced by Mary Furlong & Associates, The Silicon Valley Boomer Venture Summit and Business Plan Competition is taking place at Santa Clara University on Tuesday June 15 and Wednesday 16, 2010. The event brings together entrepreneurs, venture capitalists, industry analysts and business leaders in the field of aging to create a unique forum to explore business ideas, share trends and best practice information and design products and services that will serve the baby boomer market in the coming years.

Among the topics addressed by the gathered leaders about serving or investing in companies that will serve the boomer market are where and why venture capitalists are investing heavily in the boomer market and how key analysts segment the market and evaluate opportunities.

The Summit agenda is designed to deliver best practices in reaching the boomer consumer. Among the agenda’s sessions and boot camps are:

• ‘How to Finance Your Start-Up’ with Vijay Nadkarni, President and CEO of San Jose-based Wellcore and Randy Paynter, CEO, Care2.
• ‘Linking In and Connecting Around the World’ with James Datri, President and CEO of the American Advertising Federation.
• ‘How To Reach Boomers Through Print, Online, Radio And Social Media, Boomers are embracing new media while maintaining a connection with traditional media, making them accessible through a mix of marketing and advertising strategies. Learn how to maximize your impact by bringing the right strategies to the right media, with myself, Mark Gordon, President & CEO, firstSTREET, Stuart Rosenthal, Founder, Beacon Newspapers and Nancy Shonka Padberg, CEO, Navigate Boomer Media.
• ‘Women in Power’: A Discussion of the Influence of the Woman Boomer Consumer’, with Maddy Dychtwald, author of Influence: How Women’s Soaring Economic Power Will Transform Our World for the Better.
• ‘The The Roadmap: Navigating AARP’ learn of all their resources available to empower businesses to better engage, serve and communicate with the 50+ market.
• ‘How to Accelerate Sales and Success in Your Organization: Large or Small’, with Joni Evans, CEO, wowOwow and others.
• ‘Gaming in the Social Space’, there lies a huge opportunity to connect not only with your boomer customer, but with their entire social network of like–minded boomers through gaming in social networks, with myself and Rajat Paharia, Founder, Bunchball.
• ‘Building Your Business Through Social Responsibility’–By broadening your long–term business perspective and incorporating public interest into your decision–making process, you can recruit and retain higher quality employees, establish a culture of honesty within the workplace and differentiate your business from the competition. Learn how your business can thrive by keeping an eye on the triple bottom line: people, planet and profit, with Brooks Kenny, Chief Marketing Officer, Lotsa Helping Hands, and moderated by Mary Furlong, CEO, Mary Furlong & Associates
• Spotlight with Gail Sheehy, Author of Passages in Caregiving: Turning Chaos into Confidence. She’s one of the finest chroniclers of the boomer experience, providing a voice for a generation at key moments in life. Her newest book reflects on a new experience for millions of boomers: providing care for loved ones as they age, turning husbands, wives and adult children into full–time caregivers.

Also, don’t miss the Business Plan Competition, where five finalist entrepreneur groups will compete for the $10,000 grand prize by presenting their boomer business plans before a panel judges comprised of leaders in the field of aging and venture capital community. Finalists include devices for a targeted radiotherapy system that wherein tumors signal their location during treatment, providing more accurate treatments with fewer side effects; a non–invasive detect for obstructive sleep apnea; a medical device that dramatically reduces the muscular forces required to walk, enabling some wheelchair–users to be upright and mobile, and many more products and services that could soon dominate in the aging market.

Get the full agendas here: Day1-Boot Camp and Agenda-Day2

Register for the Silicon Valley Boomer Venture Summit

Title: American Advertising Federation (AAF) National Conference
Location: Orlando, Florida
Start Date: June 10 – 12, 2010
Register: here

Description: As the oldest and largest national advertising trade association, the AAF believes its role as “the unifying voice for advertising” has never been more important.

Nearly 1,000 advertising executives representing all industry segments—advertisers, agencies, media companies and service providers/suppliers—will gather at this must–attend event.

The Ad Expo allows you to showcase your products and services to a national audience of advertising industry decision makers. Almost half of the conference attendee base is composed of top management and marketing/communications directors and managers.

In addition, AAF’s conference program will deliver outstanding speakers, highly effective networking sessions, enthusiastic crowds and indispensable take–away value.

Continuum Crew is honored to be listed among some great company in Entrepreneur’s Annual 100 Brilliant Ideas in the magazine’s June issue. Continuum Crew was listed as ‘One to Watch’ in the identified fast-growing ‘Seniors’ area.

See the full article to read all the burgeoning areas they list, showcased companies and ones to watch.

To celebrate May being Older Americans Month as observed by the Administration on Aging (AoA), we have conducted a series of interviews we will be posting on this blog throughout the month. The theme issued by the AoA for this year is “Age Strong! Live Long!” to recognize the diversity and vitality of today’s older Americans who span three generations. The interviews are with several outstanding people who share how they live this year’s theme each and every day, and give us insight into the profound contribution and influence of older Americans today.

Barbara Waxman is President of the Odyssey Group, which she founded in 2005. At the Odyssey Group, she uses her skills as an executive and life transition coach to work with business owners, executives and individuals who are adults, midlife and better, and help them increase their leadership capacity and ability to deliver concrete results. As Barbara explains: “My passion is working with people for whom the primary tasks of middle adulthood have been complete. Children may have (almost) been raised. Relationships have stayed the course, dissolved, or are on the horizon. Career goals have been achieved, have been a disappointment or are being dreamed of. The question we face is ‘What’s next?’”

Barbara is a certified Executive and Personal Coach through the Hudson Institute, and holds both a Masters degree in Gerontology and in Public Administration. She is one of the only professionally trained Gerontologist–Coaches in the field today. In addition to her work as a coach, Barbara has authored several articles and is currently editing a book on retirement. She is “America’s favorite coach for adults, midlife and better”.

1. What does it mean to be an ‘older American’? Has its meaning and role changed?
   Close your eyes for a moment and picture what you have always thought of as an ‘older American’. What comes to mind? You might imagine a guy in a Hawaiian shirt heading to a golf course or someone walking hesitantly whom you might want to assist. We tend to lump anyone 50+ into the ‘older adult’ category. Does it make sense? Absolutely not. If we can distinguish young adulthood into stages such as pre–teens, tweens and teens, we can and should certainly recognize that there are stages associated with those 40 or 50+. When I think of someone around 50 years old I think about someone ready to focus their potential to do so much with the newfound time they find at that juncture when full time work often morphs into one aspect of a flourishing portfolio of activities. I am a coach working with adults midlife and better and have come to learn from the wonderful people I have the opportunity to support that the role of older adult is being redefined in courageous and exciting ways. Over the course of the next couple of decades, being an older adult will be viewed as some of the best, most productive and rewarding years of our lives.
2. How are older Americans redefining retirement?
   We need to retire the word retirement! Taken on a literal basis, the word retirement has a variety of meanings ranging from “to withdraw from circulation” to “to cease”, even “to go to bed”. Any of those sound like something you’d like to do? Retirement as we know it was largely created during the Depression to shift ‘old folks’ out of the workforce to make room for a younger generation. It served a societal purpose at the time. But no more. We need all hands on deck more than ever before. President Obama rallied our country during his campaign with a call to civic engagement—regardless of age. We are redefining retirement by living life on our terms. Some of us continue to work for pay, others spend time volunteering; almost all of us who report being happy are engaged in meaningful pursuits. We have certainly not withdrawn, ceased or gone to bed!
3. What unique contributions do older Americans make to our society?
   One of the greatest challenges facing human resource departments today has been referred to as the ‘brain drain’. They are not referring to the intellectual acumen of today’s younger workers but to the life experience that can only be developed over time. What is so wonderful and unique to being an older adult is having the wisdom of years and knowing how to use it to make the world (or workplace, or home) a better place. Perhaps that is why studies show that people’s perception of their own happiness has increased with years?
4. What do you think will be the legacy of today’s older Americans?
   When you think about the fact that almost 8,000 Americans turn 60 every single day—you can’t help but realize that this generation of folks will change the face of how we see and experience being older in America—just as this generation—the baby boomers have morphed how our society functions at every stage of their lives. The legacy of today’s older Americans will be a re–imagining of the possibilities inherent in a healthy, aging society. It’s very exciting and, in fact, will be the best years of life for many people.
5. What older Americans do you admire? What inspiration or wisdom have they imparted to you?
   As a gerontologist I am asked this question a lot. If I were to list all of the older Americans I admire this would be a book rather than a blog—so I’ll stick with the inspiration part. Somehow I was born without the DNA that told almost everyone else that older people were: scary, weird, not to be listened to—you take your pick. I have always been drawn to people’s stories and I have always been inspired by the wisdom that only real life experience can impart. Older adults (and I mean 50+) have had enough wins/losses and gritty experiences to get very clear about who they are, for better or for worse.
6. What is your advice to living the theme ‘Age Strong? Live Long!’?
   There are a few things I advise: First: understand your personal energy requirements—what physical, emotional, purposeful and cerebral requirements do you have to feel in sync with your best self? Second: Live your values. Clarify and list what it is you value—from ethical qualities like integrity, truth and compassion to those things you want in your life on a regular basis like friendship and humor. Third: Give. When we offer our time and ourselves we reap far more than we contribute. And finally, announce your intentions. Once you feel in sync with your best self, announce what you plan to do to the world. Have you ever noticed that once you do so you tend to actually commit and follow through?
7. What does your future work hold for you? What is your next challenge?
   I am fortunate to have found my calling. In the course of my work with adults, midlife and better I have developed strategies and insights into how people can live their best years when they are 40+. I have developed a coaching model called Entrepreneurship Turned Inward (ETI) that has been used successfully time and time again. My future work will be taking that work to a larger audience.
8. Can you share with us some of these insights into how people can live their best years at 40 and beyond?’
   Whatever insight I may have comes from the inspiration I feel when talking to and working with people in the “40 and beyond” category. As the editor of the forthcoming book, “How to Love Your Retirement,” I’ve been reading the stories of hundreds of people who changed their lives for the better, in ways they couldn’t have imagined when they were younger. For example, a man in North Carolina wrote, “I take four or five classes a semester. I’m really geeked out about this Quantum Enigma class—I can’t wait until Monday morning!” A 62–year–old overachiever in Wisconsin told us, “At some point, motorcycles, diving and drumming will be difficult to do. That’s when I will have to switch to photography, oil painting, and keyboards. The world is a big place: there is so much to do and so little time!” A woman from the Bronx responded: “I want to go everywhere! I want to go to India, Vietnam, Egypt, Patagonia, Alaska. I want to go by train through the National Parks. And from Chicago to California, through the middle of the United States and the mountains. I want to do all those things.” The energy our interviewees express makes me want to do all those things, too: Nothing can stop them.


   How to Love Your Retirement is published by Hundreds of Heads, and will be released in August 2010.

   To reach Barbara at the Odyssey Group: barbara@theodysseygroup.net

   Web site: www.theodysseygroup.net.

To celebrate May being Older Americans Month as observed by the Administration on Aging (AoA), we have conducted a series of interviews we will be posting on this blog throughout the month. The theme issued by the AoA for this year is “Age Strong! Live Long!” to recognize the diversity and vitality of today’s older Americans who span three generations. The interviews are with several outstanding people who share how they live this year’s theme each and every day, and give us insight into the profound contribution and influence of older Americans today.

Connie Goldman is a former daily and weekend host of National Public Radio’s All Things Considered and also an NPR arts reporter. Her mission for the past quarter century has been to write, speak and produce public radio specials about transitions in mid–life and the years beyond. Her focus is on deepening and growing in the second half of life and embracing the changes and challenges that come with the passing years. She is the author of six books and is a recipient of the Senior of the Year award from the American Society on Aging. To learn more about Connie Goldman and her work, visit: www.congoldman.org.

1. When Older Americans Month was established in 1963, only 17 million living Americans had reached their 65th birthdays. Today, centenarians are the fastest growing demographic cohort, so what does it mean to be an ‘older American’ today? Has its meaning and role changed?
   When President Kennedy proclaimed Older Americans Month it was to “acknowledge the contribution of past and current older persons in our country, in particular those who defended our country”. Of course it’s vital to honor both the young and the old who served in the armed forces in any conflict involving America. As the years passed other titles expanded the themes. “Working for Stronger and Healthy Communities”, “Caregiving: Compassion in Action”, “Older Americans and the Family” and this year’s title, “Age Strong, Live Long”.

   The question you asked me to address is whether the meaning and role of older persons has changed. All surveys and statistics show that as we age we are taking advantage of sensible diet, regular exercise, better personal health care and length of life is increasing for a good number of persons in their later years. Having a greatly increased number of persons in their 80’s, 90’s, and even reaching the age of 100 has and will continue to expand roles of involvement in the world of activity and social involvement. Additionally, the number of dependent and frail has expanded. The need is already more evident in the numbers requiring care. Services are relatively scarce and often expensive putting family members in the role of primary caregivers.

   The fast growing number of Americans in their 60’s and 70’s has drastically changed. Many in this population once viewed that time of their lives as an opportunity to establish a creative and relaxed retirement. Now by necessity a large number are having to go back to work for needed income. Getting a Medicare card at age 65 once meant becoming part of the elders. Many now think of those years as an extension of mid-life. What I’ve briefly outlined is a changed role and altered personal definition of aging. Every birthday past 50 offers emerging roles still undefined.

2. Is it problematic to use words such as ‘older’, ‘elder’ or ’senior’ in acknowledging and celebrating the eldest of our population since many reject or do not identify themselves with terms? What are better terms to use, or is it a matter of taking back these terms to connote more positive meanings?
   Through the past decades I’ve noted several attempts to deal with those established words that many see as having stereotyped and negative connotations. As I recall they were clever word combinations that had no real meaning and were quickly forgotten. I can’t even recall many of them but “re-wire” and “re–tire” come to mind. I don’t believe that creating new names that aim to take the aging out of aging will catch on. It seems wiser to leave the language alone and embrace our aging in positive ways. This will hopefully change how we use such words and alter the negative response to words such as older, senior, elder and the whole idea of our aging.
3. Are there unique challenges being faced today by those transitioning into mid-life and the years thereafter than those experienced by previous generations?
   Every generation has been challenged to deal with changes—new inventions, changes in everything from modes of transportation to innovations in technology to fashions and food. Practically everything has and is changing. However, the pace of change seems to have doubled or even more. A friend of mine joked that by the time he got home with his new computer, plugged it in and got it set up that it already had become an old model! I think that because of the pace of such changes that there are fast growing gaps in communication and understanding between the very young and their grandparents. Many of us older persons worry about this as the modes of communication between generations often seem to have lost a vocabulary.

   As we age many of the established support systems are changing. Talk of extending the age of Medicare entitlement and getting Social Security payment has many approaching their mid–60’s changing their thinking and their plans. The security of investments and well thought through plans for the later years have been compromised for many by the economic stress of the world economy. I sense the palpable fear of many as we age with uncertainly about thing and services we once counted upon.

   Yet, I still like to believe that when one door closes another can open. Many of my colleagues and friends talk of planning their later years in a closer community, sharing living spaces, relying on neighbors and friends and building interdependent communities that once was the strength of our country and our individual lifestyles. In anticipation of a different world many high schools have instituted a program or community service not only to provided help needed but to provide an experience of integrated self into society in ways not explored by some previous generations that have learned attitudes of “me” built into their perspectives.

4. How are older Americans redefining their life evolution from previous generations? It seems the concept of retirement is changing. How can older Americans further enrich their lives at that life stage? What new opportunities does this life stage bring that can be embraced?
   When you ask about “older Americans” the inquiry lumps together a span of persons in their 50’s through 90’s and beyond. For each person, at different stages of life, is the responsibility and the necessity for caring for one’s self by maintaining a healthy diet, watching ones weight, establishing a routine of moderate exercise, and exploring meaningful and purposeful work and other activities as one moves into different stages of life.

   If, as a person ages they actually do redefine their life evolution with a realistic perception I’d say ‘bravo’! There are people in their 70’s and 80’s seeking employment. Some in their 40’s and 50’s are already into their 3rd or 4th career while others are creating small businesses and changing their style of living. Predicting patterns of aging, planning, retirement savings, and predicable situations are often not possible in the chaos of our economy. Survival and a new frugality are factors shaping day to day living as well as later life living situations.
   In contemporary American culture many define their aging in terms of what I’ve labeled “youthing” describing the belief that staying young is the successful way to age. Surveys indicate a dramatic increase in cosmetic surgery, extreme diets, youthful clothing as well as subtle ways of outwitting, denying, avoiding, and camouflaging aging. Advertising and marketing appeals all too often validates the anti–aging message.

5. The theme for 2010 is ‘Age Strong! Live Long!’. Will you share with us you advice to living the theme, or share some of the best advice you have heard among all the people you have interviewed in your career so far?
   I imagine that most people might react to such a title as a challenge to stay physically fit and promote a long and healthy life. I’d like to offer a different perspective. How about seeing your aging process as an invitation to fully embrace whatever chronological age you’ve arrived at along with what it may offer. In my almost 40 years of interviewing people on their personal experience and philosophy of aging I find that sharing their words in my writing and the speeches I give can offer a positive acceptance of whatever age we’re at. There are changes and challenges that come into each of our individual lives that offer the opportunity not just to grow old but to grow whole. To illustrate what I mean, here are a few sentences from conversations I’ve had with people of all ages.

   “The task of the midlife transition is to make peace with the past and prepare for the future….midlife brings with it an invitation to accept ourselves as we truly are.”
   “In the second half of life, our old compasses no longer work. The magnetic fields alter. The new compass that we need cannot be held in our hand, only in our hearts. We read it not with our mind alone, but with our soul. Now we yearn for wholeness.”
   
   “I want to tell people approaching and perhaps fearing age that it is a time of discovery. If they say, ‘Of what?’ I can only answer, ‘We must each find out for ourselves, otherwise it won’t be a discovery’. I want to say….if at the end of your life you have only yourself, it is much. Look, and you will find.”

   The aging process is woven into human destiny. I believe the theme of the 2010 Older American’s Month, “Age Strong! Live Long!” not only offers a challenge to our physical wellness but demands that personally and as a society we contemplate who we are now, that we’re not who we were. It will open the door to new growth and wisdom.

   “Age has given me what I was looking for my entire life; it gave me, me!”

To celebrate May being Older Americans Month as observed by the Administration on Aging (AoA), we have conducted a series of interviews we will be posting on this blog throughout the month. The theme issued by the AoA for this year is “Age Strong! Live Long!” to recognize the diversity and vitality of today’s older Americans who span three generations. The interviews are with several outstanding people who share how they live this year’s theme each and every day, and give us insight into the profound contribution and influence of older Americans today.

Christine Crosby is founder of GRAND Media, LLC and Publisher of GRAND – The Online Magazine for GRANDparents, www.grandmagazine.com. In 1984, Crosby formed Currier Davis Publishing and published a powerful and controversial child abuse prevention book and it set her on course to be a child and family advocate. Her interest in supporting families led to the launch of Family Journal Publications, a chain of family magazines in the Florida market. Titles included Central Florida Family, Jacksonville Family, Tampa Bay Family, and Black Family Today. These monthly magazines emerged at the head of a national wave of regional parenting publications. In 1995, Crosby sold Family Journal Publications to The Tribune Company. In 2003, after eight–years of retirement, Crosby began research and development of a national magazine to serve the new generation of Boomer Grandparents. In 2004 GRAND Magazine and its website, www.grandmagazine.com was born. In July of 2008, GRAND – The Online Magazine for GRANDparents was launched and in October 2008, GRAND went totally “green” by replacing the print edition with the digital magazine.

1. Has the meaning and role of a grandparent changed?
   It may shock you with my answer, but it’s “no”. Today’s grandparents may look and act differently. They are healthier, wealthier than any previous generation of grands and some of us run around acting like we’re still in our thirties (and that’s OK as long as we’re being authentic). I think we’re the same as previous generations of grands, but now we’re going to be around longer doing it. We have more time to “get it right” and / or screw it up. First of all, just being the parent of your parent puts you on a pretty high pedestal to most children. The role of a grandparent has always been to love their grandchildren unconditionally (let the parents be disciplinarians; that’s their job) and just be there to listen and learn and help them fulfill their dreams. To be a gentle life guide and conveyer of family history, philosophy of life and instill the love of nature and family.

   Today, we have a huge population of grandparents raising their grandchildren full–time. This is an issue that impacts millions of children and deserves a whole blog just on this topic. Today’s grands are taking on these important issues and fighting for children’s rights and grandparent rights. Today’s grandparents are creating laws that will give them legal rights to be in the lives of their grandchildren, something previous generations were not able to accomplish.

2. What unique contributions do older Americans, specifically the sizeable group of grandparents, make to our country?
   A sense of history for starters. The world seems to be turning faster than ever with the digital revolution coming into bloom. Families are besieged from all sides. It used to be that TV was the culprit, but now every digital gadget out there competes for the time and attention of children (and their parents). I think grandparents can contribute a sense of time passing by and literally teach the next generation to stop and smell the roses…the real roses…not the ones on TV or on their computers. With parents working and busier than ever, grandparents can provide their grandchildren (the next generation) with their time and attention. Something that can’t be bought at Toys “R” Us or downloaded from the Internet.

3. What do you think will be the legacy of today’s older Americans/grandparents?
   I think it will be that they will change forever the image of grandparents.

4. What is your personal advice to living the theme ‘Age Strong? Live Long!’?
   I think we’ve all got the message about keeping our weight in control, eating right, keeping active with physical play – running, jumping, dancing, yoga, whatever it takes to move your body those 10,000 steps every day and enjoying it. Not abusing drugs/alcohol, staying involved, having a purpose and waking up every day knowing that you can make a difference if you take action. The most important element of Ageing Strong and Living Long is having a positive mental attitude, practicing forgiveness of others and yourself. In addition to taking care of our bodies, we must not neglect our minds, hearts and souls. We have the very important job of setting a good example for the next generations; a task not to be taken lightly.

View the current issue of GRAND magazine.

To celebrate May being Older Americans Month as observed by the Administration on Aging (AoA), we have conducted a series of interviews we will be posting on this blog throughout the month. The theme issued by the AoA for this year is “Age Strong! Live Long!” to recognize the diversity and vitality of today’s older Americans who span three generations. The interviews are with several outstanding people who share how they live this year’s theme each and every day, and give us insight into the profound contribution and influence of older Americans today.

Civic Ventures is a think tank on boomers, work and social purpose. Through an inventive program portfolio, original research and strategic alliances and the power of people’s own life stories Civic Ventures demonstrates the value of experience in solving serious social problems. Founded in 1998 by social entrepreneur and author Marc Freedman, Civic Ventures works to define the second half of adult life as a time of individual and social renewal. Their programs include Encore.org, a network for people who want work that matters in the second half of life. Encore.org provides news, resources and connections for individuals and organizations establishing encore careers that combine personal meaning, financial security and social contribution, and The Purpose Prize which grants $100,000 awards for social innovators over 60 creating new methods for solving the world’s biggest problems.

Jim Emerman joined Civic Ventures in 2005 to create and direct The Purpose Prize. In 2009, he became Executive Vice President, responsible for execution of the organization’s strategy and programs. For 17 years prior to joining Civic Ventures, Emerman worked at the American Society on Aging (ASA), the largest association of professionals working with and on behalf of older adults. As Chief Operating Officer, beyond responsibility for day–to–day operations, he also led ASA’s efforts on issues ranging from older worker employment and corporate eldercare to assistive and information technology, family caregiving, medication use and public policy.

1. Civic Ventures identifies this growing number of 60+ Americans as a largely untapped resource – what is the special contribution these Americans can and are making in our country?
   Our point of view is that once we move beyond our primary career we have amassed all this experience, wisdom and talent that can be used in a way that is socially and personally significant. This represents an opportunity to mobilize encore talent that can be put toward issues such as education, health, and the new green economy. This is an enormous opportunity for our country but also for these individuals to leave the world a better place.
2. How does the Civic Ventures point of view provide a way for older Americans to live the theme of ‘Age Strong! Live Long!’?
   We believe our society is in the process of creating a new stage of life and work, made possible through a confluence of longevity and greater health. Much of what we think of as “aging” is really becoming an extension of mid–life. Rather than disengaging or winding down—the traditional view of retirement—these years are characterized by a renewed vibrancy for engagement. Health, well–being and passion can be turned into opportunities to bring about a better world. That’s what “Age Strong! Live Long!” means to me.
3. What do you think will be the legacy of today’s older Americans?
   Boomers in particular were a generation that thought we could and would change the world. Maybe at this stage of life we actually have the opportunity to leave a legacy that rivals that of The Greatest Generation. And one of the things that we can leave as a legacy is a new whole way of being. Boomers and all generations that follow can have a second half of life based on fulfillment and giving back.
4. So what has changed?
   How we think about the issue of giving back has changed. Previously there was only one way this occurred, which was volunteering. We’ve seen with the economic downturn that the way to contribute time and talent is changing. The ability to volunteer has been eroded by the need to work. Extended life now translates to extended work life. There are simply not enough financial resources to stop working and live off of pensions. Retirement savings are not enough to last us to the end of our life. So, whether by choice and necessity, we have to work longer. So the question is, what kind of work are we going to do? We think having the option of an encore career that combines passion, purpose and a paycheck, is the way to tap the talent of this generation. It will make a gigantic difference in the world.

If you are looking for an encore career that combines purpose, passion and a paycheck? Start your journey at www.encore.org.

To celebrate May being Older Americans Month as observed by the Administration on Aging (AoA), we have conducted a series of interviews we will be posting on this blog throughout the month. The theme issued by the AoA for this year is “Age Strong! Live Long!” to recognize the diversity and vitality of today’s older Americans who span three generations. The interviews are with several outstanding people who share how they live this year’s theme each and every day, and give us insight into the profound contribution and influence of older Americans today.

Terri Benincasa is the host of the talk radio show Boomer Nation! on WGUL 860 AM, inspiring Boomers through interviews with selected experts, giving Boomers information to live, work and play at their Boomer–best. She is also completing her first book Is That My Light at the End of the Tunnel? chronicling how and why a generation that spent their youth changing society for the better, systematically undid most of what they fought for upon reaching adulthood—becoming ‘the man’ they so reviled and how to fix what went wrong. She has a double Masters in Counseling Psychology from Columbia University and over a decade of experience as a therapist and life coach. Her many volunteer activities include service as a Guardian ad Litem for children removed from their homes for abuse and neglect; an appointed member of the Hillsborough County (FL) Children’s Board’s Legislative Advocacy Committee; and former board chair/now Advisory Committee member of the non–profit organization Wheels of Success. She has been a foster parent, and counseled secondary survivors of the World Trade Center attacks at ground zero.

1. How are Boomers’ views on aging different from previous generations?
   We have a catch line on the show: ‘Never refer to a Boomer as a Senior, unless it is followed by ‘partner in the firm’. Many local stores here (Tampa Bay) advertise promotions as ‘Senior Day: anyone over 50′. I think they’ll get 70 and 80–year–olds, but not someone who is in their 50s. There are too many companies trying to market to Boomers that don’t know how to. Using terms like ‘older’, ’senior’and ‘elder’ are not good monikers. They are not Boomer–friendly.
2. If many reject terms such as ‘older’, ‘elder’ or ’senior’, how do you observe them self–identifying? Are they inventing new terms or will they ‘take back’ these terms by giving them different meanings?
   We are not relating to anything that is identified by age. In the society of previous generations age was not as big an issue as it is for us. The need for age–related things will be changed by us. Some age–relation is fine, we do recognize the need for specially designed products for us, but trying to find a single descriptor they relate to, well, there isn’t one. For example, to describe the upper end of Boomers, they are often referred to as ‘leading-edge Boomers’. The ones who use that term know to use it because they know not to use those other terms that just turn that age group off.
3. Some boomers are retired or about to, yet some say they will never retire. Some are starting encore careers and new businesses; others have just become empty–nesters or caregivers. Their realities at this life stage seem so different. What still unifies Boomers today?
   There are Boomer traits and characteristics that still unify us. Again, not many companies or marketers recognize this. Yes, the age range is vast, but saying we have nothing in common is completely untrue. Certain traits and characteristics still bind us. For example, the Boomer generation operates in extremes. Even Boomers may not be particularly aware of this. There were the latch key kids of leading–edge Boomers, who came home to no parents in the home, then, on the other end of spectrum are helicopter parents which are the youngest Boomers, who now have kids who don’t do anything on their own. These are Boomer characteristics. It is the same thing with extreme debt being part of life. Also, the love to be in control spans the whole generation. An example of our control is that we want to be complete partners in our health care. Older generations took what the doctor said as law. Boomers, no matter the age, don’t do that. Another thing we have in common is having been raised by members of the greatest generation, whose parenting was similar, even of the youngest Boomers, who raised us to believe we deserved better. We were the first coddled generation, for example, having our education, specifically college, paid for. When I went to college most of my peers’ tuition was paid for by their parents.
4. Tom Brokaw, in this recent NBC documentary Boomer$! which aired in March, said he thought that Boomers’ potential was ‘unrealized’. What are your thoughts on this? What do you think will be the legacy of Boomers?
   I consider Tom an honorary Boomer. I would agree with his statement. We Boomers need to get our mojo back. When we were known as tree hugging hippies in our youth, we fought against “the man.” But as soon as we graduated and had to make a living, we became the man we so disliked in college. When you look at everything going on today—the greed, exploitation of the environment and of labor for cheap products, and all the misinformation—guess who leads the pack? Boomers are the ones in charge of the corporations and are the majority of our nation’s legislators. And we are doing what we hated when we were young. Why? Because as it turns out, we wanted what the man had, because we were told we deserved better, and by golly we agree! For sure, we worked hard for it. We had latch–key kids because we were out there working hard. But our parents understood what we didn’t, that their value as people was not based on how many and what “things” they possessed. I have to agree with the angst out there that we Boomers are in fact responsible for much of what is wrong today. We are the decision makers. And to that end, we are absolutely unrealized.
5. Do you think Boomers can become ‘realized’?
   Absolutely! Not only can we do it, we must do it. We are the only people who can do it. We are the only group with the numbers and clout, and we have done it before!
6. Having interviewed so many dynamic Boomers, what older Americans do you admire? What inspiration or wisdom have they imparted to you?
   Those who inspire me are the ones who take care of elderly parents and children—the sandwich generation. Those who are volunteering their time, rather than just making themselves wealthier. Those who are living their ideals, they are my heroes. The ones involved in teaching and social services. I don’t use the term ‘ordinary citizens’ because none of us is “ordinary”, but it is the citizens dedicating their time to making a difference, not celebrities, not corporate CEOs, who I find inspiring. One that comes to mind is Susan Jacobs who started a non-profit called Wheels of Success, which provides a range of transportation solutions to low and moderate income working families, based in Tampa Bay (an area with extremely poor public transportation, thus the tremendous need for her organization). Susan put everything she had on the line—all her money and time—to realize that vision.

Boomer Nation! Airs on WGUL 860 AM, 5:00 – 6:00 p.m. (EST).
Listen live here or…
Download podcasts of prior broadcasts here.

With money comes power. As women gain economic parity with men, so are they gaining in influence, and this will change the world. I want to tell you about a book that tracks and describes this movement’s implication and potential, as it is an important read for marketers. Influence: How Women’s Soaring Economic Power will Transform Our World for the Better was just released on Tuesday, May 4th, 2010 (Voice/Hyperion). This book was written by my friend, Maddy Dychtwald. It’s been getting great early buzz from people including Nobel Peace Prize Winner Jody Williams and Congresswoman Cathy McMorris Rodgers (WA). In its review, Publisher’s Weekly called Influence a “riveting exploration of female economic emancipation in the 21st century” and the Huffington Post began hosting a front–page series last week. This week’s blog is called “Who is the World’s Most Influential Woman?” (Answer: Mom). Recently, US News & World Report recommended Maddy’s personal blog stating it “tracks women’s progress and influence as women gain power and wealth in society and culture.” Interest is building. As you know, the conversation about harnessing women’s economic and leadership influence must be had in all places…by women and men. It’s an important movement.

Here’s more of what others are saying…

“Dychtwald shows how women are upending the status quo in corporate America through this rapid economic shift and offers a welcome… her rousing and well–researched book contains valuable insight into a pivotal movement that holds vast and heartening advancements.”
—Publisher’s Weekly

“…Dychtwald and Larson show plainly, increasing numbers of women are achieving economic independence and beginning to use the influence that comes with that in ways that will benefit us all for generations to come.”
—Jody Williams, Nobel Peace Laureate

“Maddy Dychtwald has captured this…with insight, data and substance. This is a really interesting read and a must read for female consumers and for those marketing to them.”
&mdashCathie Black, President, Hearst Magazines

“Here is a book with the potential to change the consciousness of everyone who reads it, and, so, to help bring about the very improvements it describes.”
—Cathy McMorris Rogers, U.S. Congresswoman

“INFLUENCE is the essential guide to a revolutionary trend that will completely alter our world. Everyone needs to read this book to comprehend the sea–change that’s coming. Maddy Dychtwald’s mesmerizing and insightful book takes us all on a journey into our future. Get ready.”
—Dr. James Canton, CEO & Chairman, Institute for Global Futures

Influence: How Women’s Soaring Economic Power will Transform Our World for the Better
(Voice/Hyperion), $16.95, is available on Amazon here.

To learn more about Maddy Dychtwald
and her book Influence:
Website: www.maddydychtwald.com
Blog: Influence
Twitter: @GoInfluence