Capitalizing on what is arguably the most important social phenomenon of our time and place--the aging of America--this book shows organizations how to market specifically to baby boomers in their third act of life. * Identifies the 10 core values of the older middle class (cognitively healthy baby boomers age 52-80) that guide their attitudes and behavior and serve as cultural indicators of how they are likely to spend their time and money in the future * Explains how the unique core values and "passion points" of baby boomers fuel their consumer behavior * Offers a unique, intelligent, and forward-thinking cultural analysis * Outlines many ways readers can capitalize on the information presented and act on real business opportunities.
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