After Sixty

by Editor-Leslie M. Harris

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 --Product development and repositioning
--Economic transformations
--Human resources
--Grandparents
--Boomers in the United Kingdom Industries covered --Advertising
--Apparel
--Education and Learning
--Financial Services
--Health Care
--Health and Fitness
--Fast Food
--Housing
--Home Improvement
--Personal Care and Beauty
--Transportation
--Travel In 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.

194 pages, Hardcover

First published November 1, 2006