The Book

Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest and Most Influential Group is the new marketing book from the founders of the Boomer Project.

Here are some comments and reviews from readers:

Larry W. Jones, President of TV Land:

“Boomer Consumer truly drills down and conveys the urgency for marketers to tap into the power that Baby Boomers represent. By blending insights with ten practical steps for selling and marketing to Boomers, Matt Thornhill and John Martin have created the ideal road map for anyone looking to reap the benefits that come from a thoughtful dialog with the largest generation in the history of the country. Corporate America should roll out the red carpet for Boomer Consumer.”

Carol Osborn, SVP, Co-Chair of Fleishman-Hillard’s FH Boom division, co-author of Boom:

“This book is a great place for one-stop shopping for those who want to get up to speed on the latest that has risen to the surface on marketing to boomers. The authors cover all the latest studies, hot spots, controversial ads and campaigns—and they do it in highly entertaining and useable format. It is a timely book about marketing to boomers that … is a thing to be prized.”

Chuck Nyren, author Advertising to Baby Boomers:

“Boomer Consumer is a breezy but overflowing-with-info read. While turning the pages, I was constantly nodding in agreement. These gentlemen are the Baby Boomer marketing research experts.”

Ken Yarbrough, SVP, Director of Retirement Strategies, SunTrust Banks, Inc.:

“I laughed, I cried, I rewrote my marketing plan. As a Boomer I found it insightful and entertaining. As a Boomer Marketer I found it enlightening and essential. Matt and John have nailed it!”

What's in the Book?

The best way to tell you what's in the book is to let you read the Introduction. This PDF file will enable you to not only learn how the book is organized, you'll get a sense of our understandable tone and manner that so many reviewers mention.

We wrote this book not for academics or researchers, but for business people responsible for selling, marketing or advertising their organization's products or services. It is therefore straight-forward and useful, with plenty of specific ideas, tactics and techniques for anyone to use.

Where is the Online Content?

Soon we will post here more detailed information about today's Boomer Consumer as referenced in several places throughout the book. In the meantime, we offer you two sources for information:

The Boomer Project Web site has lots of free and useful information.
Our blog for the book contains commentary, links and articles about marketing to Boomers.

And please sign up to our free monthly newsletter, Jumpin' Jack Flash, to keep up with the latest in marketing to Boomers.