The business world is fixated on Millennials and Gen Z, overlooking Baby Boomers, who possess the largest concentration of wealth and spending power in history. Prejudice, ageism, and misunderstanding cloud the perceptions of business leaders, marketers, and government officials regarding Boomers’ hopes, fears, and dreams. This guide provides a comprehensive understanding of the needs and aspirations of today’s retirees, enabling businesses to grow by effectively serving this overlooked segment. With insights drawn from 70,000 hours of research and over 30 years of expertise, it offers strategies to engage Boomers meaningfully, avoiding common pitfalls such as condescending language and irrelevant marketing messages. The authors emphasize the importance of creating products that empower retirees and foster connections with younger generations. Ken Dychtwald, a leading authority on aging and its implications across various sectors, collaborates with Robert Morison to distill decades of research and consulting experience. This resource highlights the significance of recognizing retirees as customers, workers, and volunteers, and outlines the breakthrough products and services that can meet their evolving needs. It’s time to acknowledge and engage with the largest and wealthiest market that remains largely ignored.
