The best books on marketing to older people.
November 17, 2009 at 12:37 am Leave a comment
Call us old-fashioned, but at Chapter Two we have a fondness for the printed word. And when a book excites us, we tell people about it. In coming blogs look for our book recommendations on a wide range of subjects: aging, marketing, neuroscience, branding, behavioral economics, and more. We hope you’ll share your comments and pass along recommendations of your own. Read and enjoy.
“Serving the Ageless Market,” by David B. Wolfe (1990)
This is the book that was Ground Zero in the boomer book explosion. Think of it as the insider’s guide to the mature market, whereas Ken Dychtwald’s “Age Wave” was for the general public.
“Ageless Marketing,” by David B. Wolfe (2003)
You cannot market to a 60-year-old boomer the same way you would to a 30-year-old. Their values make them almost two separate prospects; this book explains why.
“After Fifty,” edited by Leslie M. Harris (2003)
Great overview, chocked full of statistics, on the mature market. Some of the numbers might be a little dated, but the demographic patterns hold up.
“The Retirement Myth,” by Craig S. Karpel (1995)
This little gem of a book tried to warn us (in ’95) that we’d better get over the idea of a tidy little retirement for the boomers. He even coined a new phrase: The Dumpies (Destitute, Unprepared Mature People).
“A Whole New Mind,” by Daniel H. Pink (2005)
The biggest shift that will occur in the next century will be the shift in our thinking from the left-brain hemisphere to the right hemisphere. Remarkably, only one book has addressed this dichotomy. This is it.
“The New Retirementality,” by Mitch Anthony (2001)
Remember when people looked forward to retirement? This book is both ominous and prescient. It’s also helpful, with worksheets to let you see how you’re doing, and cautionary thoughts like, “Work may always be a part of your life.”
“The Stories We Live By,” by Dan McAdams (1993)
Think of yourself as the brand you always wanted to be. According to Dan McAdams, that’s exactly what we do; although we’re not always true to the brand, hence the stories we all live by.
Entry filed under: "A Whole New Mind.", " "After Fifty, " Craig S. Karpel, " Dan McAdams, " David Wolfe, " Ken Dychtwald, " Leslie M. Harris, "Age Wave, "Serving the Ageless Market, "The Retirement Myth, "The Stories We Live By, acting older, Ageless Marketing, aging, an agency that specializes in the senior or mature market, Boomers, Chapter Two Communications, Daniel Pink, feeling old, Generation X, Getting older, health concerns, health insurance, legacy, longevity, Mature market, mature relationships, medical worries, middle age, Mike Baumayr, Mitch Anthony, Older values, phoenix ad agency, retirement, second half of life, senior brands agency, Senior marketing agency, Younger values. Tags: 40-plus adults, Ageless Marketing, change as we age, Chapter Two Communications, financial security, First half of life, How we change with age, legacy, longevity, mature market ad experts, Mike Baumayr, Older values, retirement, The aging U.S. population, Younger values.
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