Positive Aging: a new paradigm

In order to embrace the concept of Positive Aging, you have to change the the way you think about and relate to Baby Boomers. It begins with breaking stereotypes, but that's not enough. Your creative executions have to energize Boomers with messages that reflect vitality and independence. Understand and adapt to the Boomer mindset and you can develop new markets, expanding the profit making potential of your products and services.

Historically, aging is a time of increasing disability inexorably leading to death, but the Boomers are changing that point of view. That's why the new paradigm of Positive Aging positively resonates with them. That's also why advertising and marketing communications that mirror it's many facets can profoundly influence their buying decisions.