Award-Winning Baby Boomer Marketing
& Communications Expert
Top-ranking Baby Boomer marketing speaker, Brent Green presents a distinctive and challenging perspective about marketing and advertising to Baby Boomers, having worked as a counseling therapist for five years, followed by 30 years in marketing communications as an award-winning creative director and copywriter. Through dramatic, high-end multimedia presentations, he enlightens audiences about the Baby Boomer business opportunity with the insights of someone who has been marketing to them since they were young adults.
Marketing to Boomers
In his influential book Marketing to Leading-Edge Baby Boomers, Brent delivers all the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways. This “fascinating and trenchant tome” discloses seminal strategies for marketing to one of the nation’s most economically powerful cohorts.
Boomers Changing Business
Brent’s newest book is entitled Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future. This book reveals how Boomers are transforming major industries as they age beyond 50 and 60. Industries analyzed in the book include travel, housing, healthcare, luxury products, financial services, technology products, consumer packaged goods, products targeting Boomer women, and products targeting Boomer men. Brent also hosts a companion radio program under FMG Radio Network, where he has engaging conversations with the world’s leading experts on Boomers, business and aging.
Brent is widely respected as a powerful, thoughtful public speaker and trainer. A graduate of the Dale Carnegie program, he was an assistant instructor for several years. He has been a member of Toastmasters International for over twenty years, and he has received several first-place regional awards for public speaking. He has served as a trainer on the adjunct faculty of the Center for Creative Leadership. He is also a veteran workshop leader, focusing on helping senior executives manage media interviews and public speaking. He has performed as a keynote speaker throughout the U.S. and Canada and overseas, including speeches in Belgium, The Netherlands, Germany, France, Spain, and Sweden.
Baby Boomers, Aging, and the Transformation Narrative: Two narratives compete for public consciousness about population aging.
The Generational Tempest Narrative portends doom-and-gloom when the costs of social insurance for aging populations overwhelm government tax revenue, with older generations committing the sin of fiscal child abuse on the youngest and unborn generations. The Transformation Narrative points to economic expansion because of the creative and unexpected ways that today's oldest generations have historically changed business and society. Now, for the first time in history, unprecedented population aging is occurring at exactly the same time when transformational technologies are accelerating at exponential speed. Thus, science, technology, and social action will advance economies that embrace the opportunities rather than the problems of aging. Author Brent Green discusses these two narratives and their implications for the future of business, nonprofits, and society. He also reveals the forthcoming opportunities for industries such as business entrepreneurship, education, civic engagement, medicine, consumer package goods, organic and natural products, wellness, housing, tourism, financial services, and spiritual pursuits.
Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions
Around 37 million Baby Boomers will reach retirement age during the next 15 years. Do not expect them to be quiet, passive, or disengaged. With vast economic power, they are reorienting American business toward an undervalued segment. They are about to redefine the meaning of aging and the purpose of life’s closing years. Many advertisers and agencies have been missing the mark. Some have succumbed to generational stereotypes and clichés. Others have inadvertently raised the specter of ageism. When Boomers boisterously became young adults four decades ago, they created an indelible brand of youth culture. They will do the same for aging culture. They will set a challenging pace, and the wise will prosper. This presentation peers into this powerful cohort from a psychological, sociological and lifestyle perspective. It reveals underlying historical themes and motivations that influence buying decisions today. It delivers hard-hitting strategies to help you become more successful tomorrow.
Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future
Born from 1946 to 1964, Baby Boomers represent 26.1% of the U.S. population. By demographic force alone, this generation is having a lot of influence on the future. But demographics do not tell the entire story. This generation of cultural and social innovators has influenced the shape and trajectory of every lifestage they’ve occupied. In their teens, they questioned authority and insisted on a more egalitarian society through their consciousness revolutions. In their young adult years, they popularized new industries such as personal computing and natural products. In middle age they have become dominant consumers of luxury products, automobiles, educational travel, financial services, second homes, healthcare services and more. Boomers are already changing many traditional business practices and institutions, from advent of medical tourism to later-life entrepreneurialism. They are still shaping popular culture, from Hollywood films with mature themes to new hit songs from enduring classic rockers and previously unknown recording stars. This inspiring presentation gives you astute glimpses into what it actually means to be part of a generation, both personally and from a practical marketing standpoint. You’ll discover an unprecedented analysis of generational influences, and then you can explore your own generational identity through a guided workshop. You’ll leave this presentation well informed about how you can improve marketing communications, product and service development, nonprofit value and public policies. It’s not an overstatement to conclude that the next few chapters of western society will include Baby Boomers as leading protagonists, while Generation Reinvention continues to change the meaning of business, marketing, aging and consumerism.
The Mission, The Man, The Money: Marketing to Baby Boomer Men
Six thousand American Baby Boomer men turn 50 every day, and another Boomer male turns 60 every 15 seconds. This relentless march to 60+ will continue for the next fourteen years. Generational cohorts adopt unique and enduring values. As each generation comes of age, roughly between 10 and 25, members live through major events, forming integrative attitudes and collective mentalities. Shared formative experiences influence the generation’s culture, sociology and consumer psychology, and become further elaborated by gender. From colossal kid fads such as coonskin caps to The Lone Ranger television series, and from the Vietnam War draft resistance to desktop computing, Boomer men have shared momentous experiences that continue to shape their consumer behavior today and will impact the marketplace for decades. Boomer men are now changing what it means to be over 50. They’ll continue to redefine such enterprises as housing, healthcare, media, education, financial services and tourism. They’ll set new benchmarks for late-life accomplishments and social and political impact. They’ll bring a badly needed positive perspective to male aging and most assuredly will challenge a century of ageism in marketing and media. In his fast-paced multimedia presentation — featuring an entertaining blend of classic rock music, marketing case studies, consumer research, and advertising videos — author Brent Green reveals the demographic, sociological and cultural forces that are shaping a future fraught with business risks and opportunities. Economic success awaits businesses and professionals who crack the Boomer male marketing code, and Brent gives his audiences a profound emotional understanding of why and how.
From Youthquake to Agequake: The Transformative Future of the Baby Boomer Generation
Baby boomers have changed every life stage they’ve occupied, beginning with their nascent assault on the prepared baby food industry and then their dominance of mainstream culture when they were young adults. In middle age, they inspired the term “yuppie” and propelled growth in housing, stock markets, and luxury automobiles. Boomers are set to change what it means to be over 50. They’ll redefine such enterprises as housing, healthcare, education, and tourism. They’ll set new benchmarks for late-life accomplishments and social and political impact. They’ll bring a badly needed positive perspective to aging and may even overcome a century of ageism. However, around 30% of Boomers – over 25 million – are broke, with net assets of $10,000 or less. One gloomy image of the mid-century future could be 40 or 50 million sick and disabled Boomers and a society overwhelmed with unmanageable health and eldercare costs. In this fast-paced multimedia presentation, Brent Green looks at the demographic, sociological and cultural forces that are shaping a future fraught with risks and opportunities. Which scenario is most likely to play out?
Advertising to Boomers: How the Beatles Transformed a Conservative Art Museum
Brent Green presents a powerful case study demonstrating how boomer history and values can create a bandwagon effect – literally and metaphorically. Do you recall the concept for the famous Sgt. Peppers’ album cover? The classic photo montage portrays the Four Lads dressed in old-fashioned band outfits and surrounded by 20th century icons such as Marilyn Monroe and Bob Dylan. Brent’s team restaged a similar photograph using locally famous people, from news anchors to business leaders. The direct mail and public relations program was beguiling and motivating: membership increased by 1000%! This high-end multimedia presentation instructs and entertains and is perfect for a luncheon event.
Based on extensive and prolific attendee accolades received for the Educational Travel Conference, the conference was an unqualified success. Brent Green's contribution hugely facilitated this success, and helped us raise the bar for another great ETC meeting experience. His wonderful encore performance at ETC ... received a 4.68 rating out of a possible 5.0. Our colleagues very much enjoyed his presence. He brought an 'A Game' to ETC and is a consummate professional. I have very much enjoyed working with him over these past years. It has been a pleasure and honor.
- Founder | Educational Travel Conference
Brent Green's presentation on the Boomer man — how to understand what shapes his value set, informs his decision making as a consumer, and influences his personal and professional goals at midlife — offered superb and timely insights for the marketing professionals in attendance at the 2010 Florida Boomer Lifestyle Conference. His engaging talk and dazzling multimedia show were the highlights of our densely packed agenda, and as producers we received rave reviews for having him speak. Brent Green is an essential speaker for anyone hosting an event addressing the needs of Boomer consumers today.
- Co-Producers | Florida Boomer Lifestyle Conference
I am writing to thank you for your contribution to the National Ski Areas Association annual conference. We have received many compliments. Your program was integral to our success. Everything you promised, you delivered. The audience left with a much stronger knowledge of the Boomers and how to reach out to Boomer markets. But your program provides more than just good information; it is done in an entertaining multimedia format that hooks the audience at the outset and keeps their undivided attention throughout.
- Director of Education | National Ski Areas Association
Brent Green’s presentation at GlobalShop left the audience wanting more. The multimedia combination of images and sounds from the ‘60s and ‘70s was a perfect background for Green’s insightful views on how to market to Boomers today by tapping into their unique, collective history and appealing to their independence and energy (maintained even as they age) and their enduring values of healthy living and sustainability. Green cautioned retailers not to miss out on the huge economic opportunities that Boomers represent.
- Editor in Chief and Organizer | DDI Magazine and GlobalShop