BOOMERS.BOOMERS.GEEZERS.GEEZERS.MONEY.MONEY.

ALL.ALL.NOW.NOW.

2020

$14,000,000,000,000$14,000,000,000,000--

$25,000,000,000,000 $25,000,000,000,000

7/17/133

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!““People turning 50 People turning 50

today have today have more more thanthan halfhalf of of their adult life their adult life

ahead of them.”ahead of them.” —Bill

Novelli, 50+: Igniting a Revolution to Reinvent America

Subject: Marketers & StupiditySubject: Marketers & Stupidity

““It’s 18-It’s 18-44, 44,

stupid!”stupid!”

Subject: Marketers & StupiditySubject: Marketers & Stupidity

Or is it: “18-44 is

stupid, stupid!”

2000-2010 Stats

18-44: -1%-1%

55+: ++2121%%(55-64: ++4747%%)

Boomers’-Geezers’-Women’s Trifecta+Boomers’-Geezers’-Women’s Trifecta+

*Buy/*Buy/allall *Wealth/ *Wealth/allall

*time left/ *time left/ lotslots *Eclipse of males/*Eclipse of males/retireretire--diedie

We are the We are the Aussies & Kiwis &Aussies & Kiwis & Americans Americans & Canadians& Canadians. We are the . We are the Western Western

EuropeansEuropeans & & JapaneseJapanese. We are the . We are the fastest growingfastest growing, the , the biggestbiggest, the , the

wealthiestwealthiest, the , the boldestboldest, the most (yes) , the most (yes) ambitiouambitious, the most s, the most experimental & experimental & exploratoryexploratory, the most , the most differentdifferent, the , the most most indulgentindulgent, the most , the most difficult &difficult &

demandingdemanding, the most , the most service & service & experience obsessedexperience obsessed, the most , the most

vigorousvigorous, (the , (the leastleast vigorous,) the most vigorous,) the most health conscioushealth conscious, the most , the most femalefemale, the , the most profoundly important commercial most profoundly important commercial market in the history of the world—and market in the history of the world—and we will be the Center of your universe we will be the Center of your universe

for the next for the next twenty-fivetwenty-five yearsyears. We have . We have arrived!arrived!

See me.See me.Watch me.Watch me.respect me.respect me.

Suck up to me.Suck up to me.Serve me.Serve me.Love me.Love me.

Love my longevity.Love my longevity.Love my m-o-n-e-y. Love my m-o-n-e-y.

Elizabeth Cady StantonElizabeth Cady Stanton(more or less) (circa 0331.2007)(more or less) (circa 0331.2007)

See “See “herher.”.”Watch Watch herher..respect respect herher..

Be obsequious to Be obsequious to herher..Serve Serve herher..Love Love herher..

Love her Love her longlong longevity. longevity.Love Love herher m-o-n-e-y. m-o-n-e-y.

(which is damn near (which is damn near a-l-la-l-l the mon-the mon-$$$$$$$$$$$$.) .)

Brand Loyalty: Brand Loyalty: Stable Stable oror

Unstable/Fickle?Unstable/Fickle?

Serial Monogamy: Serial Monogamy: A Personal OdysseyA Personal Odyssey

Tom Peters/0411.07Tom Peters/0411.07

Beer:Beer: National Boh to Bud to Anchor Steam to Zilch National Boh to Bud to Anchor Steam to ZilchCar:Car: Chevrolet (1942-1962) to misc to Subaru Chevrolet (1942-1962) to misc to SubaruBiz Clothes:Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Various warehouses to Brooks to Nordstrom to MilanBiz:Biz: Big (U.S. Navy, McKinsey) to Small Big (U.S. Navy, McKinsey) to Small (de facto self-employed)(de facto self-employed)Sports clothes:Sports clothes: Misc-cheap to Northface Misc-cheap to NorthfaceSpouse:Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy) “Sexy broad” (wife #1) to Best friend/Brainy (+sexy)School:School: Cornell to Stanford to RISD (Go Nads!) Cornell to Stanford to RISD (Go Nads!)Pens:Pens: Cross to Bic Cross to BicFood:Food: Safeway to Whole Foods Safeway to Whole FoodsMusic:Music: Beatles to Queen Beatles to QueenHome Furnishings:Home Furnishings: With it to Comfortable With it to ComfortableHome:Home: SF Bay Area to West Tinmouth VT SF Bay Area to West Tinmouth VTFavorite sport:Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Lacrosse-Crew to Speed Walking-Trekking-RowingFavorite MLB, NFL:Favorite MLB, NFL: Orioles- Orioles-BaltimoreBaltimore Colts to A’s-Raiders (Warriors!)Colts to A’s-Raiders (Warriors!)Favorite magazine:Favorite magazine: Life Life to to WiredWiredFavorite media:Favorite media: Print-Radio to Web-Radio Print-Radio to Web-RadioFavorite airline:Favorite airline: TWA to American to Lufthansa TWA to American to LufthansaHome:Home: East to West East to WestVacations:Vacations: USA to New Zealand USA to New Zealand Price:Price: Cheap to Varied (Wal*Mart to Milan) Cheap to Varied (Wal*Mart to Milan)Hotel:Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Ramada/Holiday Inns to Four Seasons/Leading HotelsRestaurants:Restaurants: McDonald’s to Hole in the wall McDonald’s to Hole in the wall Stores:Stores: Misc/Big to Little shops Misc/Big to Little shopsLoyalty:Loyalty: Serial monogamy Serial monogamy (just as loyal now as then; “love ’em, then leave (just as loyal now as then; “love ’em, then leave ’em”)’em”)

“Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in. Which is Which is pprettrettyy weird when weird when yyou consider aou consider agge 50 is rie 50 is rigght ht

about when about when ppeoeopple who have le who have worked all their lives start to worked all their lives start to have some monehave some moneyy to s to sppendend.”.”

—Marti Barletta, PrimeTime Women

““While Fox’s overall ratings are down about 6% from last year, the network While Fox’s overall ratings are down about 6% from last year, the network has moved from fourth place into first among viewers from ages 18 to 49, has moved from fourth place into first among viewers from ages 18 to 49,

which all the networks other than CBSwhich all the networks other than CBS define as the only competition that counts.” *—NYT/11.01.2004*

*Translation …Translation … dumb./ignorant./stupid./

all three.