In 2006, the first Boomers turned 62 and started collecting Social Security. On the next U.S. president's watch, the first Boomer will turn 65 and qualify for Medicare. As this generational tsunami ages into their 60s, they will spawn significant policy challenges concerning healthcare, retirement, employment, age discrimination laws and other issues. Bill Benson explores the issues, potential scenarios and impact of the socioeconomic, political and cultural variables taking shape.

Consumers no longer want the fake from some phony... they want the real from the genuine. And for the mature market (as with every other) that means that the same old marketing methods will no longer do. In today's Experience Economy, companies must embed their messages within placemaking experiences that demonstrate who they are to potential customers, causing them to pay attention—and then pay up by buying their offerings. Drawing on his latest book Authenticity: What Consumers Really Want, Joe Pine will demonstrate why this is so and how to go about doing it—ensuring that your message, your offerings, and your business are perceived as authentic.

In one of the most significant social trends of the new century, and the biggest transformation of the American workforce since the women's movement, members of the Baby Boom generation are inventing a new phase of work. Jim Emerman, director of The Purpose Prize initiative and the Encore Leadership Network at Civic Ventures, will discuss new research from Civic Ventures, using the stories of winners of the $100,000 Purpose Prize to highlight this movement towards "careers," paid work that allows members of this generation to use their talent and experience to give back to their communities.

Mon, 3:00 pm -- 3:15 pm
Break

Over the past decade, the media landscape has expanded and altered substantially, causing audience fragmentation and the birth of narrowcasting. This change is the result of new technology shaping the way we seek, retrieve, and receive information.

On a typical day, consumers are faced with a universe of media choices—30 million+ websites; 200+ cable TV networks; 5,500 consumer magazine titles; 1,500 newspapers; 10,500 radio stations; and 1.5 million outdoor displays. On an average day, consumers are exposed to over 7,000 ad messages.

Companies are challenged to creatively break through the clutter, find the best mix of connection touch points that builds brand legitimacy, and foster a dialogue with consumers by communicating relevant information to them when they are most receptive.

This lively discussion will explore media consumption trends among Boomers and matures, how marketers can best reach these groups through a variety of media channels, and how publishers are creating relevant and engaging content that speaks to their interests.

Participants

• Kelly Greene as moderator (The Wall Street Journal)
• David Cooperstein (Burst Media)
• Sharon Whiteley (ThirdAge)
• David Zellhart (National Public Broadcast)
• Helena Plater-Zyberk (Portfolio magazine)
• Susan Bidel (Money magazine)

Mon, 5:30 pm -- 7:30 pm
Networking Social

Tues, 7:30 am -- 8:30 am
Breakfast

Anne Wall
Tues, 8:45 am -- 9:45 am
Recognize Me For The Boomer That I Am

The Boomer market has received lots of attention in recent years. However, a key pitfall is to think of Boomers as one market. In fact, Boomers span 18 years and they number 78 million. They are not one market, but rather several unique, identifiable segments, or groups, within one generation. And, they cannot be defined by age alone. Come join us as we explore four highly marketable segments of Boomers. We will describe them from many angles including their interests, attitudes, behaviors, concerns, dreams, finances, health and wellness, shopping habits and use of technology. And, you will also hear them speak for themselves as we show you video clips taken from interviews of Boomers in each of our segments. This presentation will give you deeper insight into the complex and fascinating Boomer generation.

Tues, 10:30 am -- 10:45 am
Break

Join Christine Holt from BoomerEyes as she leads a live Boomer Grandparent panel. Listen to real Boomers talking about grandparenting, lifestyle and shopping. All your questions answered!

M. Isabel Valdés
Tues, 1:30 pm -- 2:15 pm
Latino Boomers Today!

As the Hispanic market matures, many Latinos who migrated during the 70's, 80's and 90's—as well as some second and third generation Latinos—are joining, in large numbers, the Baby Boomer Age. Based on the speaker's recently published book, Latino Customers for Life; A Fresh Look at Acculturation, this presentation will focus on the basic demographics of these consumers, address generational differences as well as cultural aspects relevant to successfully market to this growing consumer segment.

Phil Klafta, Mike Meyers, Stephen Croncota
Tues, 3:00 pm -- 4:15 pm
Marketing to Boomer Men

Part I: Guys and Gadgets
Big Boys like their toys—especially when those toys make their lives easier, more productive or more fun. Join Phil Klafta of Antfarm Consulting and Mike Meyers of thirdgear 40+ marketing as they explore technology, anti-technology, and what makes the grown-up guy love his gadgets.

Part II: Guys and Garments
Stephen Croncota, CMO of Haggar Clothing Co., deconstructs his brand's famous campaign where a gear-head mentality is applied to apparel, inviting men to "look under the hood" and see how quality pants and shirts are built to last.

If Boomer men are on your radar, you won't want to miss these fun and informative sessions.