There are 76 million people alive today which were born between 1946-1964, widely considered the baby boom era. They represent the lion's share of today's economy and the American workforce. These people are approaching retirement so the rhetorical question is "how do we market to them?" They have a lot of disposable income, and they aren't afraid to spend their money. Unlike their parents, many of which were depression era babies, they grew up in an era marked by change, turmoil, and even good times. Think Woodstock, tie dies, and widespread marijuana usage. Slavery thankfully came to an end during their pre-prime years. These people aren't going to be shocked by much that comes down the pike--they've pretty much seen it all and participated in much of it too. So how do we marketing "types" curtail our message to identify with the Boomers?

For starters, Boomers desire to defy the typical image of retirement. Their life experiences have helped to minimize the fear of retirement and getting older. Rocking chairs and canes aren't how they're going to roll. They are thinking more along the lines of tropical vacations, athletic pursuits, and calling their own shots with their investments and money preservation. The changes they have witnessed in their youth have allowed them to embrace decision making up to and throughout retirement. Their generation is adept at rolling with the punches and keeping a level head if things go really well. If you are a marketer attempting to garner a share of the Boomer wallet, play up to these factors. Show them that you understand them, and you're there to help them achieve their objectives yet they can still make the final decision. Help them turn the image of retirement upside down. Allow them to rewrite the rules for retirement. That's what they are after, and they'll pay you well if you do a great job. Isn't that what you are ultimately after? Help them help you.