Generation Ageless: How Baby Boomers Are Changing the Way We Live Today—And They're Just Getting Started, © 2007
J. Walker Smith & Ann Clurman

As the first baby boomers reach the retirement years, changes in medicine and health mean that the once youth-obsessed generation is now focused on achieving an everlasting middle age and another 20 or 30 years of active experience.

In Generation Ageless, Yankelovich Inc.—the company that first coined the term "baby boomer" — draws on evidence of this new trend to overturn most of the conventional wisdom about this influential group. Dividing the boomers into six major segments—straight arrows, due diligents, maximizers, sideliners, discontenteds, and re-activists—Generation Ageless provides a new map of the world's most studied generation. Its results will be invaluable for anyone selling a product, service, or idea in the years to come.

"If you want to know what boomers are thinking and doing, read this book. Boomers aren't slowing down; they're speeding up. Read this book if you don't want to be left in the dust."

– Richard Florida

Bestselling author of The Rise of the Creative Class and the Flight of the Creative Class

 

"As a creaky-kneed Boomer and longtime political reporter, I saw myself reflected on every page and marveled at the stunning, against-the-grain insights about my generation. In 2017 and 2027, as the Boomers refuse to fade into the twilight, Generation Ageless will be hailed as the book that first predicted the social implications of this we-shall-not-be-moved defiance."

 

– Walter Shapiro

Washington Bureau Chief, Salon.com
 

Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity, © 2004
J. Walker Smith, Ann Clurman & Craig Wood

Consumers are fed up with marketing saturation and intrusiveness. This reality presents a huge opportunity for marketers to create competitive advantage with their brands by making their marketing messages relevant to specific consumer segments.

 

In this highly regarded book, the authors explain that the key to achieving this marketing relevance is a tool called Addressable Attitudes—specific consumer attitudes that are linked to individual names and addresses in databases. This powerful tool allows marketers to match their products and services to consumers who indicate a need or desire for them. The result: unprecedented marketing productivity, demonstrated in the detailed case studies in the book.

 

This new marketing model, Concurrence Marketing, is built on the four cornerstones of P&R2—precision, relevance, power and reciprocity. Marketers who build these four elements into their marketing will gain consumers instead of annoying them, and this book explains how to do just that.

 

"The practice of concurrence marketing outlined in this book is so critical that the CMO title should be changed to CCO (Chief Concurrence Officer). As usual, Yankelovich has given us tomorrow's headlines today...a must-read guide to the future of marketing."

Rocking the Ages: The Yankelovich Report on Generational Marketing, ©1997

J. Walker Smith & Ann Clurman

As the authors explain, members of a generation are linked through the shared life experiences of their formative years. And those shared experiences create the habits that define and differentiate generations—specifically, the Matures (born between 1909 and 1946), the Boomers (born between 1946 and 1964) and the Xers (born after 1964). Those experiences also define how consumers participate in the marketplace.

Marketers can understand and predict consumer behavior better by understanding each generation better. This book zooms in on each generation, painting a clear picture of its values, motivations, attitudes and buying behaviors. After gleaning this invaluable insight, marketers will never be tempted to saturate the market with one-size-fits-all marketing again.

"Matures. Silents. Boomers. Trailing Boomers. Xers. These are the market segments you will be able to effectively target after you have read Rocking the Ages, the best and most comprehensive source of information on the difference between the generations. Well written, well researched, well worth your attention."

– Al Ries

Author of Focus and coauthor of
    The Twenty-two Immutable Laws of Marketing