What’s Next Summit to Explore Serving the Needs of America’s “Sandwich Generation”

Lafayette, California (EastBayDaily) — According to a Pew Research Center survey released this week, nearly half of Americans aged 40-59 are providing financial support for their adult children, and one in five are also providing financial assistance or care for an aging parent. The so called “Sandwich Generation” – which is bearing the financial and emotional burdens of their parents and children simultaneously, are more likely to be affluent adults with household incomes of $100,000 or more, according to the survey. Of this group, 58% describe themselves as living comfortably or having funds left over after meeting their expenses. Which means there’s plenty of opportunity for entrepreneurs to serve Sandwich Generation consumers with products and services that can help them manage the needs of the family members they support and get some time and money back for themselves.

“Sandwich Generation consumers are facing challenges related to stress, emerging health issues that appear with age, and time management,” said Mary Furlong, executive producer of the What’s Next Boomer Business Summit and CEO of Mary Furlong & Associates. “At this year’s Summit, we’ll explore the unmet needs of Sandwich Generation consumers, hear best practices from those who deeply understand and profitably serve them, and look at where the growth opportunities are in areas such as chronic disease management, caregiving, housing, mobile devices, transportation, and more.”

The 10th Annual What’s Next Boomer Business Summit will take place on March 12, 2013 at the Hyatt Regency Chicago in Chicago, IL. Every year, What’s Next brings together the country’s leading Baby Boomer strategists and marketers at an event designed to introduce new research, products and services that truly represent what is next in the Boomer market, and this year is no different.

Specific Summit topics related to business opportunities among Sandwich Generation consumers include “What a Difference a Decade Makes: Trend Transformations from 2003 to today to 2023.” In a conversation led by Furlong, Gail Sheehy, author of Passages in Caregiving, and Jody Holtzman, senior vice president of Thought Leadership at AARP which will look at forces shaping the next decade in Boomers’ life stages and what’s needed to serve them. Laurie Orlov, founder of Aging in Place Technology Watch and Tony Titus, senior vice president of sales and marketing for Numera, will delve into the Personal Emergency Response System (PERS) industry – reviewing its successes, failures, and opportunities for huge success as it evolves from fear-based messaging to more positive positioning among tech-savvy consumers. AARP representatives Amy Goyer and Robert Stephen will discuss the burgeoning Grandparent Economy and the new growth in spending that’s taking place across every product category.

The 2013 What’s Next Boomer Business Summit will also feature topics including:     Money, Retirement, and Grandparenting     Tech Trends in the Boomer and Senior Market     Business Ecosystem of Caregiving     Mobile Apps, Marketing, and the Future of E-Commerce     Health and Wellness Trends

The 2013 Summit sponsors include AARP, Caring.com, CareLinx, EmergencyLink, FaceTime Strategy, FloridaBlue, Link-age, Inc., Great Call, Inc., Home Instead Senior Care, Innovate LTC, Lotsa Helping Hands, MetLife Mature Market Institute, Responsemine Interactive, Silverado Senior Living, SilverRide, Starkey Hearing Technologies, Therapy Tubs, Vibrant Nation.com, and The Hartford.

Attendees can expect to gain insight into the latest Baby Boomer research, market strategies, and success stories and connect with thought leaders, brand managers and entrepreneurs who are shaping the Boomer market. During the Age Beat Luncheon, attendees will have the chance to interact with leading analysts, bloggers, authors and age beat reporters. A Mobile Apps Showdown has been added to the agenda, with a cash prize going to the winning app. Attendees will also have the opportunity to network with decision makers who get deals done.

Speakers to date include:     Andy Cohen, founder and chief executive officer, Caring.com     Scott Collins, president and chief executive officer, Link-age     Steve French, managing director, Natural Marketing Institute     Jody Haneke, president, Haneke Design     Jeff Hasen, chief marketing officer, HipCricket     Jody Holtzman, senior vice president, Thought Leadership, AARP     Laurie Orlov, principal, Aging in Place Technology Watch     Ilya Oshman, senior vice president, financial planning & analysis, Weight Watchers     Jerry Ruzicka, chief executive officer, Starkey Hearing Technologies     Carmella “Dr. Carm” Sebastian, senior medical director, Florida Blue     Gail Sheehy, bestselling author and journalist     Sandy Timmermann, associate vice president and director, MetLife Mature Market Institute

For a full list of speakers, registration, and event updates, visit http://www.whatsnextsummit.com.

About What’s Next Boomer Business Summit The 10th Annual What’s Next Boomer Business Summit is produced by Mary Furlong & Associates. The Summit is affiliated with the American Society on Aging (ASA) Aging in America Conference, being held on March 12 – 16, 2013 in Chicago, IL.

For more information, visit http://www.whatsnextsummit.com.

About Mary Furlong & Associates Founded in 2003, Mary Furlong & Associates (MFA) works with companies seeking to capitalize on new business and investment opportunities in the Baby Boomer market. MFA provides business development, financing strategy and integrated marketing solutions to entrepreneurs, corporations and non-profit organizations serving the 50+ market. Mary Furlong, Ed.D., the firm's founder and CEO, has guided the offline and online 40+ market strategies of leading corporations and non-profit organizations for more than 20 years. In 2011, Furlong was honored as one of the top 100 Women of Influence by the Silicon Valley Business Journal. Furlong is Dean's Executive Professor of Entrepreneurship at Santa Clara University's Leavey School of Business, and previously founded SeniorNet and ThirdAge Media. Her latest book, Turning Silver into Gold: How to Profit in the New Boomer Marketplace (FT Press), was published in 2007.

More information is available at http://www.maryfurlong.com.


Michelle Bauer