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Benchmarking a Generation CHICAGO, March 8, 2006 — Age Lessons, a new “thinking firm” (part think tank and part consulting firm) that converts knowledge of the Baby Boomer cohort into business opportunities, employee relations programs and policy recommendations has been formed. “From employee retention to product development, what's been missing in Boomer marketing to date are niche-specific solutions that resonate with Boomers,” said Laurel Kennedy, company president. “Age Lessons is challenging conventional wisdom to deliver actionable Boomer marketplace solutions, complemented by revolutionary policy ideas.” Age Lessons serves as a barometer of cohort needs and interests in key areas such as finance/money, wellness/body, values/spirit, career/work and social/play. The company also offers innovative solutions such as The Guilded Age, a re-thinking of union and trade association roles; Family Referees, coaches who work through multi-generational household issues; and Grayfield Enterprises, where senior executives find a second career by founding new companies. Long overlooked by marketers, the Baby Boomer segment numbers more than 76 million persons, accounting for 25 percent of the U.S. population, and fully 50 percent of U.S. spending power -- more than $2 trillion a year. The Age Lessons toolkit includes tailored products such as BoomerView ™ audits that evaluate messages, packaging and products against Boomer normative benchmarks. Additional services include workforce audits and employee retention/recruitment programs, detailed ethnographies delineating the Boomer culture, new product ideation and evaluation services, as well as custom research exploring defined areas of interest to clients. Experienced professionals who also happen to be Baby Boomers, lead the charge at Age Lessons. The talented team has been educated at the graduate level in strategy, research, marketing, business, medicine, finance, communications, social systems and psychology.
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