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Boomer's Guide to Dating (Again) Companies that want to understand the baby boomer market must perceive it in terms of valid life stages. For many baby boomers, senior dating is a reality. Numbering close to 80 million, trendsetting in lifestyles and beliefs, and now reaching the zenith of their earning years, the baby boomers are hardly slowing down. As they pay off mortgages and watch their children leave home, their budgets for discretionary spending expand: they are, perhaps more than ever, a holy grail for marketing professionals. Companies rushing to secure the custom of baby boomer clients will not want to overlook the life stages in which members of this demographic find themselves. Life stages, as most marketing experts will attest, dictate people's interests, attitudes and spending patterns far more than their linear age. Studies have shown baby boomers respond well to marketing that succeeds in making an empathetic connection; it is essential for companies to know where members of their target market are in life, and use this information to tailor approaches accordingly. The Boomer's Guide to Dating (Again) should appeal, therefore, not only to single boomers contemplating the senior dating scene, but also to the marketers and advertisers who court them. Author Laurie A. Helgoe, Ph.D., a clinical psychologist, is concerned with motivating baby boomer singles to seek out and build strong relationships unhindered by self-consciousness or negative experiences in the past. Now middle-aged, baby boomers who were married for years may find it frightening to re-enter the dating scene after getting divorced or being widowed. Some may feel the singles scene is different from the one they knew in the ‘60s, ‘70s or early ‘80s; others feel awkward engaging in a social activity they associate with youth. But if there is any generation ready to challenge a belief that dating is only for kids, baby boomers are the ones to do it. Helgoe's book touches on all the dating advice senior singles need, including how to look for relationships in the right places; how to dress appropriately depending on the occasion; how to have much more inspiring conversations than twentysomethings can muster; how to negotiate the blind-date minefield, and staying open-minded. This is a book for today's middle-aged single, sure to be welcomed by those looking for support as they enter into a sometimes unnerving new phase of life, the senior dating years. It also offers compelling insights into the way the lives of seniors will continue to change. For marketing and sales executives concerned with grasping the baby boomer experience – and that, in today's market, will be most professionals – it presents a balanced and experience-based tool for making sense of this exciting and unpredictable generation. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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