Lafayette, California (EastBayDaily) — At more than 100 million in size and with $2 trillion in spending power, yet with much more market opportunities to serve them, marketers who ignore baby boomer consumers do so at their own risk. Essential to economic recovery is marketers finding better ways to reach and serve those age 50+ who constitute nearly one-third of our population, two-thirds of our nation’s financial assets (and set to inherit $14 trillion more¹), and who began to turn age 65 this year – an age segment set to double by the year 2030 (2), according to Mary Furlong & Associates.
Business leaders, authors, executive marketers, analysts, media, innovative entrepreneurs and researchers will answer how to reach and successfully market to today’s baby boomer and senior consumers at the ninth annual What’s Next Boomer Business Summit on March 28, 2012 at Marriott Wardman Park in Washington, D.C. the What’s Next Boomer Business Summit is the annual event that brings together the country’s top businesses and organizations that are focused on the baby boomer and beyond marketplace. The event is produced by Mary Furlong & Associates, the nation’s premier consultancy for marketing and business development strategies for the 50+ market. It is sponsored by AARP, and other leading businesses in the baby boomer and senior markets. The event theme for 2012 is The New Normal, which will be a showcase of the groundswell in social media, the surge in the services economy and the rise of the independent sector.
The focus of the annual event is to foster a cutting-edge community that explores and shares products and services that will serve the needs and wants of the 50+-age consumer. It is where the country’s leading strategists gather to introduce new research, products and services that truly represent what is next on the horizon for businesses selling to baby boomer and senior customers today. The event is for those who are interested in advancing their understanding of this market and who are developing products and services to address the needs of aging baby boomers. Attendees seeking to attract mature customers will access new research, learn new go-to-market strategies and tactics, and attain such insights as how mobile and wireless growth leads to monetization of baby boomers, ways to engage mature consumers with integrated media (through social, local, mobile, print and gaming) and what impact baby boomer and senior voters will have on the 2012 election.
“More than 100 million Americans today are age 45 or older, and households headed by someone 40 or older account for 91% of our country’s net worth,” said Dr. Mary Furlong, president and CEO, Mary Furlong & Associates and the Summit producer. “Everyone attending this conference will leave with a much greater understanding of the trends that are shaping growth in the boomer and senior markets, how to use that information to more effectively engage their customers, and how to generate increased revenue streams for their organizations.”
Featured Tracks: The Innovation of Frugality: Boomers and seniors are facing the daunting reality of a downshifted U.S. economy. They face smaller returns on savings, underfunded pensions, and unanticipated caregiving costs. This is combined with an increasing financial responsibility for adult children, grandchildren, and extended family members. This is causing a shift in how they plan, spend, learn, and save. Hear from the brands that are successfully serving those consumers’ needs, and about the growth of emerging markets and global aging landscape. Integrated Media and Marketing: Social, Mobile, Gaming: These sessions delve into how mobile and online social networks are being used by mature consumers to connect and engage customers and what new applications are driving the purchase of iPads, tablets, smart phones and new computers. Trends in online and mobile retail will be presented. This track will explore how media companies are integrating TV, online and mobile, and the crossroads where media and merchandising intersect. The New Service Economy: Housing, Caregiving, Mobility and Healthcare: The service sector is becoming the largest economic growth area for the baby boomer and beyond marketplace. This track is the place to get the most current trends, data, and innovations in the service sector. Gain the process of how other corporations are crafting new solutions for aging in place, health and wellness, caregiving, grandparenting, transportation, and technology. Entrepreneurship, Encore Careers and Personalized Business Models: Boomers are creating businesses in record numbers. The concept of an encore career has captured the imagination of this generation. Discover the power of this new trend and learn from the market leaders who are helping baby boomers that are reimagining their lives.
The keynote will be delivered by veteran Democratic political strategist Donna Brazile, an adjunct professor at Georgetown University, and vice chair of voter registration and participation at the Democratic National Committee, and former chair of the DNC’s Voting Rights Institute. Brazile is an author, syndicated columnist for United Media, Ms. Magazine and O Magazine, television political commentator and on-air contributor to CNN, NPR, and ABC. Brazile has worked on every presidential campaign from 1976 through to 2000. When she served as campaign manager for former Vice President Al Gore, she became the first African-American woman to manage a presidential campaign. In 2009 she was named among the 100 Most Powerful Women by Washingtonian magazine. She has been listed as a Top 50 Women in America by Essence magazine, and has received the Congressional Black Caucus Foundation’s highest award for political achievement. Brazile is founder and managing director of Brazile & Associates LLC, a general consulting, grassroots advocacy, and training firm based in Washington, D.C.
Additional featured speakers include:
Jody Holtzman, SVP, Thought Leadership, AARP Ilya Oshman, SVP, FP&A, Weight Watchers Lori Bitter, President, Continuum Crew Greg O’Neill, Director, National Academy on an Aging Society Laurie Orlov, Founder, Aging in Place Technology Watch Lee Rainie, Dir., Pew Research Center’s Internet & American Life Project Sandra Timmermann, Asst. VP, MetLife; Dir., MetLife Mature Market Institute Myrna Blyth, Editor-in-Chief, ThirdAge.com Suzanne Braun Levine, writer, editor & nationally recognized authority on women & family issues, & media Karlis Nollendorfs, Senior Manager, General Mills Kurt Hulander, Platform Leader for Health Solutions, Best Buy Jeff Makowka, Sr. Strategic Advisor, Thought Leadership, AARP Gary Moulton, Product Manager, Trustworthy Computing Group, Microsoft Jodi Olshevski, Asst. VP, The Hartford Gail Sheehy, bestselling author & columnist, USAToday.com Jeff Shoemate, VP of Innovation & Business Development, United Healthcare – Medicare & Retirement Katrina Shonbeck, Account Planner, Google Missy Sullivan, Sr. Editor, Smart Money, The Wall Street Journal Charlotte Yeh, Chief Medical Officer, AARP Services, Inc.
A highlight of the Summit for many attendees is the opportunity to interact directly with these expert thought leaders, brand managers, authors, age-beat reporters, bloggers, and entrepreneurs who are shaping the baby boomer market, through several networking and one-on-one access opportunities.
Sponsors of What’s Next Boomer Business Summit are, at the platinum level: AARP, UnitedHealthcare and Continuum Crew; at the gold level: Best Buy, Microsoft, Caring.com, Linkage, Microsoft, Silverado; at the silver level: Ge