Silver Into Gold: How to Profit in the New Boomer Marketplace
By Mary Furlong
Published by FT Press February 2007;$24.99US/$29.99CAN; 978-0131856981
As they age, America's 78 million baby boomers will live more active,
creative, inventive lives than any generation before them. This represents a
truly enormous business opportunity. In this book, the world's number one
authority on marketing to "post-50" baby boomers offers a complete blueprint for
profiting from that opportunity.
Dr. Mary Furlong reveals breakthrough product and service opportunities, and
gives you the tools, resources, techniques, and data you need to capitalize on
them. She offers powerful insight into baby boomers' new lifestage transitions
in housing, health, fitness, finances, family, fashion, romance, travel, and
work -- and the new brand choices they're about to make.
Throughout, Furlong combines extensive, authoritative market research with
inspirational stories about passionate, tenacious entrepreneurs and brand
leaders who are blazing new trails in these fast-growing markets. You'll learn
how to segment boomer markets, and identify opportunities to innovate entirely
new categories of products and services. You'll discover which sales and
marketing strategies really work, and even uncover opportunities in the
surprising worldwide boomer market.
Five Trends Shaping The Next Baby Boomer Revolution Global markets,
longevity, lifestage transitions, technology, and spirituality
From Concept To Product To Financing, And Beyond All you need to
execute on your baby boomer product/service opportunity
The New Healthcare Revolution, The New Healthcare Business How boomers
are using the newest innovations to take control over their health futures
Sex And Romance: I'll Have What She's Having The new sexual
revolution: making it feel like the first time -- or better
Choosing Families, Making Connections Powerful new opportunities in
helping boomers reach out and connect
Dr. Mary S. Furlong
is the leading authority on the baby boomer
generation as it moves beyond 50. She founded Mary Furlong & Associates to help
socially and consumer-conscious companies reach this growing market. She is also
Executive Professor of Entrepreneurship and Women in Leadership at Santa Clara
University's Leavey School of Business.
Before launching Mary Furlong & Associates, Dr. Furlong founded the nonprofit
organization SeniorNet in 1986. She founded Third Age Media in 1996, ultimately
reaching more than two million members. Throughout the course of her work for
both organizations, she raised $120 million in venture capital funds. She has
advised President Clinton, Congress, the AARP, and corporate clients including
IBM, Johnson & Johnson, Merrill Lynch, Procter & Gamble, and Microsoft.
With the American Society on Aging, Dr. Furlong co-produced the successful
2004,2005,2006, and 2007 What's Next Boomer Business Summits. She was Executive
Producer of the 2005,2006, and 2007 Silicon Valley Boomer Venture Summits and
$10,000 Boomer Business Plan Competitions. She is a member of the Leadership
Circles of the American Society on Aging's Business Forum on Aging, the National
Council on Aging (NCOA), and the AARP. She is also an advisor to several
start-up companies all focused on the boomer market.
Dr. Furlong has appeared on CBS, NBC's Today Show, PBS, and NPR to discuss
trends in aging and technology. She was named one of the top 50 business leaders
by Time Digital, and has also been honored by Fortune Small Business Magazine.
Her books include Grown-Up's Guide to Computing.