BOOMERS. GEEZERS. MONEY. ALL. NOW.

20 $14,000,000,000,000- $25,000,000,000,000

7/13

!!!!!!!!!!!!!!!!! “People turning 50 today have more than half of their adult life ahead of them.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America

Subject: Marketers & Stupidity “It’s 18-44, stupid!”

Subject: Marketers & Stupidity Or is it: “18-44 is stupid, stupid!”

2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47%)

Boomers’-Geezers’-Women’s Trifecta+. Buy/all. Wealth/all Boomers’-Geezers’-Women’s Trifecta+ *Buy/all *Wealth/all *time left/ lots *Eclipse of males/retire-die

We are the Aussies & Kiwis & Americans & Canadians We are the Aussies & Kiwis & Americans & Canadians. We are the Western Europeans & Japanese. We are the fastest growing, the biggest, the wealthiest, the boldest, the most (yes) ambitious, the most experimental & exploratory, the most different, the most indulgent, the most difficult & demanding, the most service & experience obsessed, the most vigorous, (the least vigorous,) the most health conscious, the most female, the most profoundly important commercial market in the history of the world—and we will be the Center of your universe for the next twenty-five years. We have arrived!

See me. Watch me. respect me. Suck up to me. Serve me. Love me. Love my longevity. Love my m-o-n-e-y.

Elizabeth Cady Stanton (more or less) (circa 0331.2007)

Love her long longevity. (which is damn near a-l-l See “her.” Watch her. respect her. Be obsequious to her. Serve her. Love her. Love her long longevity. Love her m-o-n-e-y. (which is damn near a-l-l the mon-$$$$$$.)

Brand Loyalty: Stable or Unstable/Fickle Brand Loyalty: Stable or Unstable/Fickle? Serial Monogamy: A Personal Odyssey Tom Peters/0411.07

Beer: National Boh to Bud to Anchor Steam to Zilch Car: Chevrolet (1942-1962) to misc to Subaru Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Biz: Big (U.S. Navy, McKinsey) to Small (de facto self-employed) Sports clothes: Misc-cheap to Northface Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy) School: Cornell to Stanford to RISD Pens: Cross to Bic Food: Safeway to Whole Foods Music: Beatles to Queen Home Furnishings: With it to Comfortable Home: SF Bay Area to West Tinmouth VT Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Favorite MLB, NFL: Orioles-Baltimore Colts to A’s-Raiders (Warriors!) Favorite magazine: Life to Wired Favorite media: Print-Radio to Web-Radio Favorite airline: TWA to American to Lufthansa Home: East to West Vacations: USA to New Zealand Price: Cheap to Varied (Walmart to Milan) Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Restaurants: McDonald’s to Hole in the wall Stores: Misc/Big to Little shops Loyalty: Serial monogamy (just as loyal now as then; “love ’em, then leave ’em”)

“Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in. Which is pretty weird when you consider age 50 is right about when people who have worked all their lives start to have some money to spend.” —Marti Barletta, PrimeTime Women

“While Fox’s overall ratings are down about 6% from last year, the network has moved from fourth place into first among viewers from ages 18 to 49, which all the networks other than CBS define as the only competition that counts.” *—NYT/11.01.2004* *Translation … dumb./ ignorant./ stupid./ all three.