The Grandparent Economy by Lori K. Bitter

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Older consumers are different. It really is that simple. Consumer behavior is much more difficult to predict as consumers age. This confounds younger brand managers and CMOs who move to brands with older consumer markets. They bring all of their marketing genius from their last job and are gob smacked when those strategies for younger consumers do not work. 

With over 100 million older consumers searching for products and services that meet the needs of their increasingly complex lives, engaging marketing and advertising campaigns are vital. Consider that:

·      -- 43% of grandparents purchase clothing for grandchildren, spending an average of almost $1,000 annually.

·      -- With $400 billion in spending on goods and services, people 55+ are outspending younger consumers two to one online.

·      -- Tablet penetration has grown from 35% to 41% and grandparents now account for 25% of mobile transactions.

Boomer grandparents provide care for older adults and young children, equating to billions of dollars in savings as elders age in place and adult children rely on them for all types of care. Boomer grandparents also fund education, they pay for insurance and they may very well be sacrificing their own retirement to do so. These grandparents are working longer than any previous generation of older adults as they help to fund the lives of at least three generations. 

This easy-to-read book will shatter many of perceptions that, in the past, have diverted marketers’ attention from one of the biggest marketing opportunities ever. Learn what really matters in the lives of today’s grandparents from the generation raised on sex, drugs, and rock and roll.

(152 pages, paperback with color graphics and index, ISBN 978-1-941688-38-0; September, 2015)

From The Midwest Book Review...

"Impressively well written, exceptionally well organized, and deftly presented. The Grandparent Economy: How Baby Boomers Are Bridging the Generation Gap is packed from cover to cover with pertinent, accessible, reliable, and practical information that will benefit anyone having a corporate or entrepreneurial interest in marketing goods and services to an older generation of consumers.

Very highly recommended for community, corporate, and academic library Business Studies reference collections, it should be noted for personal reading lists that The Grandparent Economy is also available in a Kindle edition."

The Midwest Library Book Review
Bookwatch: October 2015
--Helen Dumont, Reviewer

Also Available for Kindle Readers

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