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Dating After 50: Negotiating the Minefields of Mid-Life Romance The prospect of dating and new relationships can be particularly daunting to the middle-aged single. This book offers sound advice on everything from meeting to breaking up gracefully. Made up of almost 80 million trendsetters who are now reaching the apex of their earning power, the baby boomer generation shows no signs of signing off. As they pay off mortgages and watch their children leave home, baby boomers find their discretionary spending budgets expanding. They are becoming, perhaps more than ever, the holy grail for marketing professionals. Rushing to secure the custom of baby boomers, companies are doing all they can to communicate relevant messages. In doing so they cannot overlook the life stages in which members of the boomer market find themselves. Life stages, as most marketing experts will attest, give a much better indication of people's interests, attitudes and spending patterns 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. This book by Sharon M.D. Romm should therefore prove relevant not only to baby boomers pondering a return to dating, but also to the marketers and advertisers who target them. Many 50+ people find themselves alone after marriage or relationship break-ups or the death of a spouse. Though still energetic and open to romance, middle-aged singles may be scared or discouraged because of painful previous experiences. To make matters more difficult, they may find the singles scene different from the one they used to know, or feel awkward engaging in a social activity they associate with youth. Dating After 50 encourages middle-aged singles to start slowly and stay within their comfort zone as they approach the prospect of new relationships. Romm outlines the safest and easiest ways to find potential partners, then explains how to successfully navigate the early stages of a new relationship in mid-life. Her far-reaching discussion covers issues of urgent interest to middle-aged singles, such as how to diplomatically handle grown children and former spouses; financial matters; handling jealousy and rejection, and more. Nor does she leave you in the lurch if things don't work out: there is also advice on valid reasons for ending a relationship and how to do it most kindly and fairly. Romm's book should convince any reader that romance and sex don't end at 50, even for people who find themselves without a partner later in life than they expected to. Hers is a resource for the modern middle-aged single, sure to be welcomed by those looking for support as they enter into a sometimes unnerving new phase of life, the middle-age dating years. It also offers compelling insights into the way the lives of seniors will continue to change as lifestyles diversify across the generations. 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 realistic tool for making sense of this unpredictable, pioneering generation. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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