After Sixty

As Baby Boomers enter their sixties, they will face some of the biggest transitions of their lives. In this sequel to the widely read book After Fifty, co-editors Les Harris and Michelle Edelman take a look at the industries that will be most affected by the aging Boomer market. For example, you will learn how Boomers are redefining many existing notions of "health" and which methods will prove most effective for health-care marketers trying to appeal to the powerful female Boomer segment.Topics addressed include:-- Product development and repositioning-- Economic transformations-- Human resources-- Grandparents-- Boomers in the United KingdomIndustries covered include:-- Advertising-- Apparel-- Education and Learning-- Financial Services-- Health Care-- Health and Fitness-- Fast Food-- Housing-- Home Improvement-- Personal Care and Beauty-- Transportation-- TravelIn the coming decade, marketers, advertisers, and creatives who update their image of "grandparents" will be in the best position to thrive and prosper as this enormous shift in the marketplace unfolds.Harris, Leslie M. is the author of 'After Sixty', published 2006 under ISBN 9780978660208 and ISBN 097866020X.