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April 10, 2012
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News for marketers on the boomer and senior markets
  Trends and Insights 
  • Study: More boomers are retiring than expected
    Defying expectations, early figures indicate that a large proportion of boomers are either retiring in full or in part, having emerged from the recession in fairly good financial shape, according to a recent MetLife study. "Half of all boomers feel confident that they are on track or have already hit their retirement goals," said Sandra Timmermann, director of the MetLife Mature Market Institute, which conducted the study. The Huffington Post (4/7) LinkedInFacebookTwitterEmail this Story
  • Economic recovery favors more older workers
    The good news for older workers as the economy begins to pick up is that they're managing to land a large share of the new jobs generated. Among the 428,000 new jobs generated in February, according to a Labor Department household survey, workers over 55 accounted for 277,000. USA TODAY (4/4) LinkedInFacebookTwitterEmail this Story
  • Homes for boomers think outside the age box
    New home ideas for boomers entering their later years approach the subject from some unconventional angles. Some promote "unassisted living," while others actually challenge their inhabitants to keep body and mind active. "Boomers have gone through life being rebels," says architect Jeffrey Rosenfeld, who co-authored "Unassisted Living: Ageless Homes for Later Life" with architect Wid Chapman. "They are aware of their coming frailties, but they are thumbing their noses at some of the rules." The Huffington Post (3/14) LinkedInFacebookTwitterEmail this Story
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  • Boomer consumers prove a rich new marketing target
    The need for new products that fuels marketers' traditional interest in the 18-to-49 age bracket will have its parallel over the next three decades of life as boomers face new needs and challenges while redefining their role as consumers, writes Mark Bradbury, director of integrated marketing and insights for AARP media sales. "Their spending will be triggered by a multitude of unique life stage milestones that provide marketers with a wide variety of opportunities to cash in -- all of which involve spending," he writes. MediaPost Communications/Engage:Boomers blog (4/5) LinkedInFacebookTwitterEmail this Story
  • Retirees look for amenities to keep them in their communities
    A growing number of retiring boomers are electing not to search for new homes in new places but rather to stay in their own communities -- if they can find the right things to keep them there. They're looking for access to social and fitness amenities and living spaces where the maintenance is provided, among other things. Chicago Tribune (4/6) LinkedInFacebookTwitterEmail this Story
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  • Are tech vendors finding an appeal in boomers?
    A recent announcement by Microsoft to partner with the City of Los Angeles and other organizations to launch a wellness program using Kinect and Xbox 360 indicates a movement of some technology vendors who may become advocates for older users, Laurie Orlov writes. While other tech giants, such as Apple and Google, have a long way to go before being advocates, Orlov writes that companies would do well to start adapting now. Aging In Place Technology Watch (4/8) LinkedInFacebookTwitterEmail this Story
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It is the ability to take a joke, not make one, that proves you have a sense of humor."
--Max Eastman,
American writer, philosopher and activist

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Immersion Active is the interactive agency for the mature markets. We help brands leverage digital media to profitably engage boomers and seniors online.

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