Monday, April 02, 2007

Funny Thing Happened On The Way To The Retirement Home

A funny thing is happening on the way to the old people's home. Boomers -- those born between 1946 and 1964 -- and even their immediate predecessors are using their so-called golden years to indulge their passions, whether it's to start another career, go back to school, do charity work, travel, cook, play sports.

After conducting focus groups for Investment News, our publication for financial advisers, GfK Customer Research North America concluded, "It is clear that respondents' retirement years will be very different from the traditional view of the relaxed, sedentary retirement of their parents." Nearly all respondents expect to lead active, fulfilling lives.

The ad business is woefully out of touch with baby-boomer buying power. Young ad people think older people are stuck in their ways, so it's a waste of money to try to get them to change brands. But at the What's Next Boomer Business Summit, AARP's chief brand officer said 60% of people over 40 research different brands before making decisions. MORE


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