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Brent Green
I'm an author, speaker, creative director and marketing consultant focused on the Baby Boomer Generation.
Interests: Fitness, candid photography, fiction writing, intelligent movies and books, European travel, gourmet cooking, wilderness trekking
Recent Activity
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The Woodstock Music and Art Fair has been described as a watershed, seminal, formative, game changing, and with dozens of superlatives. Those who’ve attempted to contain the Baby Boomer generation in a tidy sociological package have pointed at Woodstock in summary, sometimes with derision for the Bacchanalian overtones this word can represent. Scheduled over three days on a dairy farm in New York from August 15 to 17, 1969,Woodstock means little until you place it in larger context of a... Continue reading
Posted yesterday at Boomers
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With nearly 10,845 Baby Boomers reaching age 65 daily during 2018, a transformative portrait of retirement travel is emerging. Boomers view travel as fundamental to their next chapter, a time they anticipate being the most enjoyable and liberating of their lives. They have an annual travel spending power of $120 billion. (Skift) The opportunities for suppliers of travel experiences have never been greater. According to Age Wave and Merrill Lynch, Boomer retirees will celebrate over 125 billion hours of potential... Continue reading
Posted Aug 7, 2017 at Boomers
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How A Twelve-Year-Old Girl Gave Hope to a Dying Man Herbert I. Jacobson, my robust and energetic next-door neighbor, had turned 86 nine months earlier. He looked and seemed to be in his sixties rather than shooting for the tenth decade of life. He never once needed hospitalization, but in May he became dehydrated and required hospital care. After being rehydrated and stabilized, his physicians sent him home for a quick recovery. Yet he did not get better, and within... Continue reading
Posted Jul 26, 2017 at Boomers
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This is not a blog about religion, nor is it a political blog. Rather, Boomers blog has maintained a clear generational focus since its inauguration in June 2005. Sometimes religion and politics have generational implications, and this is specifically true for a new movie released ten days before the 2017 Easter Sunday and entitled The Case for Christ. This odyssey follows the real-life story of Lee Strobel, a Boomer born in 1952. Receiving a degree in journalism from the University... Continue reading
Posted Apr 10, 2017 at Boomers
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As is the situation for most readers over age 50, I have lost many significant persons in my life. After each loss, I grieved privately, rarely reaching out to others when I could have used some advice or a steady shoulder. I went through the stages of grief on my own. Then last year I lost my sister to stage IV lung cancer, leaving me as the final surviving member of my nuclear family. I did not seek grief support... Continue reading
Posted Dec 18, 2016 at Boomers
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This is the fourth installment of a multi-part series. Begin by reading Part One and Part Two and Part Three. A Trend Emerges Cultural historians and social psychologists examine the human psyche and behavior from different perspectives; yet, both disciplines articulate similar observations about what human beings do and don’t do. Historians can tell us what happened at a certain point in time; psychologists sometimes inform us of why we humans do what we do under conditions occurring at those... Continue reading
Posted Aug 16, 2016 at Boomers
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This is the third installment of a multi-part series. Begin by reading Part One and Part Two. With a thought leader firmly ensconced, peripatetic Boomers only needed uncomplicated access to the plethora of outdoor equipment then being conceived and manufactured by a nascent industry. That niche became filled by Recreational Equipment Incorporated, or REI as the company is more widely known today. Organized as a consumers' cooperative in 1938, REI was founded by Mary and Lloyd Anderson in Seattle, Washington.... Continue reading
Posted Jun 23, 2016 at Boomers
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This is the second installment of a multi-part series. Begin by reading Part One. From Carrying a Load to Carrying a Life Ultralight backpacking places emphasis on carrying the lightest and simplest equipment safely possible. Enthusiasts discard nonessential pack weight as a path to physical and emotional liberation. Ardent backpackers are scrupulous souls who shave ounces from their backpacks. They leave superfluous equipment at home. They disdain wasted effort due to poor pre-trip planning or ignorance of lighter alternatives. This... Continue reading
Posted May 6, 2016 at Boomers
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This is the first installment of a multi-part series. The Colorado Trail meandered ahead through an unyielding expanse of tundra above timberline. A hot June sun pushed the temperature above 80 degrees, an early summer day sweltering and unusual for that time of year. Sweat drenched my T-shirt, and my shoulders and neck ached from an unrelenting pack burden amplified by gravity. Our equipment was outdated, presenting a dual challenge of inefficiency and brutality. Our North Face VE-24 expedition dome... Continue reading
Posted Apr 11, 2016 at Boomers
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A Relentless Sense of Generational Identification Inspires Boomers to Change Aging and Dying Back in June 2000, I grabbed the newest issue of TIME magazine from an airport newsstand. One of the articles teased on the cover had an arresting title: "Twilight of the Boomers." The generation at that point ranged in age from 36 to 54. Twilight? Really? Boomers were then in the peak years of middle age, hardly time for a twilight. I kept reading to discover one... Continue reading
Posted Mar 3, 2016 at Boomers
Thanks for sharing your opinion, Derek. If you read any of my books, you'll see that I'm usually pretty harsh concerning advertisers that throw down Boomer stereotypes. And, yes, stereotypical ads are often created by those who only have secondhand experience with Woodstock and the sixties. However, the “Memory Lane” ad inspires me because of the compensating narratives of generativity and family. The humor is not an indictment of an entire generation but rather the story of one zany character from the generation. Humor simply works in advertising, especially when it hits close to home. I reflect upon at least one longtime friend whose way of reacting to situations is very reminiscent of Grandma Woodstock, and she went to the three-day festival of "peace and love." Yes, the spot veers toward cheesiness, but "it’s in a way that fits the brand well," according to "Adweek." The ad's essential purpose is to demonstrate in a memorable way that the Outback can “go anywhere.” Mission accomplished. Concerning your theory that the ad was created by "a bunch of clueless kids age 28," the director was Lance Acord, who was born on September 9, 1964. He is known for his film work on "Lost in Translation," "Being John Malkovich." and "Adaptation." The Executive Creative Director was Randy Hughes who is around age 56 and has been with Carmichael Lynch Advertising, the agency, since 1998. The copywriter was Conn Newton, in his mid-40s, who, in addition to this spot, wrote the highly mature and sobering "They Lived" campaign for Subaru. My two colleagues who agree with me about this commercial have both written and published books on Boomer marketing and advertising. Everyone is entitled to an opinion when judging art/advertising, and there will rarely be agreement, especially with commercials that are edgy and not entirely PC. The bottom line in advertising is the "bottom line," and the folks at Subaru America just announced some noteworthy sales results: *Subaru sets a new all-time sales record in December 2015 of 582,675 vehicles; up 13.4 percent over 2014 *December 2015 marks best-ever sales month in company history *49th consecutive month of year-over-year growth *Best December ever for Legacy, Forester, WRX/STI, Outback and Crosstrek *Best year ever for Forester, WRX/STI, Outback and Crosstrek *29th consecutive month of more than 10,000 Foresters sold *22nd consecutive month of more than 10,000 Outbacks sold; best Outback month ever
I am sometimes asked my opinion about which national consumer brands are truly successful from a generational marketing perspective. Matt Thornhill, founder of the Boomer Project and Generations Matter, sent me a recent email to solicit my opinion so he could better inform a magazine journalist about which marketers are most effective. Matt wrote: The actual major brands that demonstrate intelligence on how to reach Boomers are few and far between. Any that come to your mind? Frankly, I'm pretty... Continue reading
Posted Jan 26, 2016 at Boomers
"It is true that most of the older LTCi policies have had large premium increases. To protect consumers purchasing policies today, 41 states have passed strict pricing regulations. Consumers purchasing policies today are protected from the pricing mistakes of older policies." So, the same industry, and many of the same companies that sold older policies, including a policy to my wife, have corrected their misdeeds and miscalculations with the help of new state government regulations and stricter public sector oversight? That certainly gives me comfort to know my government is acting as a watchdog over the LTC insurance industry. I'm also charmed that bad-faith pricing behavior has now been cloaked in euphemistic language: "Long-Term Care Partnership Programs." I'm curious how much the LTC insurance industry has had a hand in shifting the potential burdens of consumer protection to state governments through lobbying and political influence. Further, your statistic of 7.2 million current LTC insurance policyholders seems impressive upon first glance, but there are 100 million+ consumers over age 50 in the United States, 76 million of whom are Baby Boomers. LTC insurance has not exactly caught fire with insurance consumers, and I'm guessing it's because of generally perceived deficiencies in all aspects of LTC insurance products, including the spurious costs of premiums and distrust of the industry. I have nothing to gain from critiquing LTC insurance or taking an editorial stand against these products as presently conceived. Maybe we should instead examine the benefits you derive financially, Scott, from LTC insurance before we become too reassured by your reassurances. Thanks for commenting anyway.
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We know the long-term care (LTC) insurance industry wants to storm America with its expensive and nebulous products, but few "experts" present a complete picture: the economic downsides of LTC insurance, the alternatives, and the possibilities for better insurance products in the future. Here's a truer picture of your possible future as an LTC insurance customer: "The John Hancock Life Insurance Co. just asked insurance regulators whether it could increase premiums by, on average, a whopping 45.9% on some 8,600... Continue reading
Posted Nov 11, 2015 at Boomers
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Healthy Aging Requires Men to Grow Up and Learn to Become Better Friends An accepted pillar of healthy aging involves fostering nurturing affiliations with others. The late Beatle John Lennon counseled, “Count your age by friends, not years.” One of the ruthless risks of aging is social isolation. Career contacts disappear. Older family members pass away. Nearby friends retire elsewhere. Children relocate to pursue blossoming careers. Some friends die too soon. A “third age” without rewarding friendships can make us... Continue reading
Posted Aug 10, 2015 at Boomers
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Photo credit: Michael Seto Life is strange. Every so often A GOOD MAN WINS. — Frank Dane, silent era film actor Rene “Bart” Bartlett is such a man, although he struggles to liberate the good man from a troubled soul. His self-imposed exile into the Alaskan wilderness has him withdrawing from the searing ache of a recent loss. He is vulnerable and stoic. A seasoned backpacker seeking communion and healing from an unspoiled frontier. A loner by choice. Then Mackenzie,... Continue reading
Posted Jul 7, 2015 at Boomers
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Never before in the history of this nation have so many men entered the 60+ life stage. A Boomer male turns 60 about every 15 seconds. This inexorable march to 60+ will continue until 2024, and then this generation’s longevity dash continues onward toward the eighth, ninth, and tenth decades of life. Someday, millions of Boomer men will survive beyond the average life expectancy achieved by their grandfathers and fathers. Demography by itself does not fully predict the future course... Continue reading
Posted May 19, 2015 at Boomers
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Note to readers: John Christian Miller, a.k.a. John Darin, my good friend and business colleague for nearly 30 years, died from pancreatic cancer on March 9, 2014. In honor of his memory, I'm re-posting this memorial tribute. RIP, JD. Every holiday season his card arrived, one of the few handwritten cards we received each year. Most people have discontinued holiday cards altogether or instead they mail form letters filled with glad tidings and exuberant news about children. He always wished... Continue reading
Posted Mar 4, 2015 at Boomers
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We consumers are inundated with offers of free products and services. Just turn on your television and wait until the next commercial break. Chances are some company will offer you something for free, free, free. The irony is that most of these offers are disingenuous and manipulative. As Robert Heinlein popularized in his 1966 science-fiction novel The Moon Is a Harsh Mistress, “There is no such thing as a free lunch.” Other than promotional offers designed to generate leads, when... Continue reading
Posted Jan 12, 2015 at Boomers
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When Mark Crooks, PhD, endured disfiguring cancer at age eight, he toughened up and battled a pernicious disease for the rest of his life. In spite of four recurrences, he thrived for the next 57 years. Ahead of me loped a towering athlete with one remaining lung. Cancer had destroyed his other lung two years earlier, although he never smoked cigarettes and had been a running pioneer since the 1970s. He was my benchmark for physical fitness--my inspirational deliverer from... Continue reading
Posted Jan 1, 2015 at Boomers
Many older adults have a yearning technically called “compression of morbidity.” They desire more than life expansion; they hope to stay active and independent until the end and then pass away quickly from terminal illnesses without suffering. Almost every major industry recognizes opportunities implied by this human aspiration. Forrester Research has projected that in-home medical monitoring could reach $34 billion in 2015. Accordingly, Independa, an award-winning tech startup, provides care recipients with social and community content and appointment and medication... Continue reading
Posted Dec 11, 2014 at Boomers
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He was wealthy, internationally acclaimed, and creatively prolific, a celebrity who set many acting benchmarks. Then at age 63 he killed himself by hanging, and it remains difficult to understand why. Mork from Ork Robin Williams, a beloved comic genius, earned many accolades including an Academy Award, three Grammys, and five Golden Globes. His acting range covered an endearing extraterrestrial in the 1970’s hit television sit-com Mork & Mindy and an Oscar-winning performance as Dr. Sean McGuire, a circumspect psychotherapist... Continue reading
Posted Sep 29, 2014 at Boomers
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Editor's Note: I am publishing a multi-part series focused on Baby Boomers and social insurance, the frequently maligned and misunderstood federal entitlement programs. This series delineates arguments, pro and con, concerning the fiscal impact of population aging and social insurance. Can we expect secure and sustainable Social Security and Medicare programs? Can our children and grandchildren? Please bookmark this blog and return periodically for subsequent installments. Weigh in with your opinions in the comments section. If you haven't already, I... Continue reading
Posted Aug 11, 2014 at Boomers
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Editor's Note: I am publishing a multi-part series focused on Baby Boomers and social insurance, the frequently maligned and misunderstood federal entitlement programs. This series delineates arguments, pro and con, concerning the fiscal impact of population aging and social insurance. Can we expect secure and sustainable Social Security and Medicare programs? Can our children and grandchildren? Please bookmark this blog and return periodically for subsequent installments. Weigh in with your opinions in the comments section. If you haven't already, read... Continue reading
Posted Jul 2, 2014 at Boomers
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Editor's Note: I am publishing a multi-part series focused on Baby Boomers and social insurance, the frequently maligned and misunderstood federal entitlement programs. This series delineates arguments, pro and con, concerning the fiscal impact of population aging and social insurance. Can we expect secure and sustainable Social Security and Medicare programs? Can our children and grandchildren? Please bookmark this blog and return periodically for subsequent installments. Weigh in with your opinions in the comments section. Thanks. Two narratives compete for... Continue reading
Posted Jun 4, 2014 at Boomers