Boomers, middle age, money and rock ’n’ roll

Brent Green, founder of Brent Green & Associates, considers the marketing opportunities provided in the USA by the 76 million baby boomers, born from 1946-66 and who start hitting 60 this year.

Boomers, middle age, money and rock 'n' roll

Brent Green

On 1 January 2006, the oldest baby boomer turned 60. For the next 19 years, one boomer will turn 60 about every 7.5 seconds. This demographic tidal wave of middle-aged adults will increasingly dominate market-place realities in some predictable and unexpected ways.

YOUNG AMERICANS

Songwriter and performer David Bowie built his career around it. So did Mick Jagger, Paul McCartney, Stevie Nicks and Dan Fogelberg.

It is a thread connecting disparate members of a generation; it ties New Yorkers to Californians and Coloradans to Floridians. That rainbow-coloured thread is rock...

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