Love & Company created a two-year research plan to gain insight into seniors’ views and responses to direct mail. Following our investigation of participants’ first impressions of direct mail pieces, we took our findings regarding messages, vehicle and design and tested them further to determine what truly is the more effective lead generator.

Our Research Process

In this study, we applied our findings from last year to several campaigns we developed for our retirement community clients. We created two versions of each mailing so that we could test a variable, such as message, format or design. Each version was then mailed to half of the mailing list. By examining the results of these and other mailings, we were able to identify “best practices” for senior living direct mail.

In this report, we briefly highlight some of the main findings of Part 2 of our study and provide a glimpse into our conclusions and recommendations for the most effective direct mail approaches for marketing to seniors.

Instant Gratification: RSVP by Phone

We included a reply card with one invitation version to determine if it would prompt prospects to respond, either by calling or returning the card, better than simply asking them to RSVP by phone to an anniversary celebration. The simple, 2-color envelopes and invitations were identical.

Overall, the version without the reply card generated slightly more responses than the version with the card. However, only seven prospects actually returned the card, with three times as many choosing to simply call. The reply card did not generate enough response to provide value for the added cost.

Less Is More

We tested a 4-panel, 2-color invitation against a 6-panel, 4-color invitation for a series of sneak preview lunch events. Both 8.5”x5.5” finished size pieces were mailed in identical envelopes with the prominent teaser: “The Residents of Fleet Landing Cordially Invite You…” From Part 1 of our study, we learned that an envelope with a strong invitation teaser effectively persuades recipients to open it, without needing a colorful image. We were therefore able to test which internal piece would generate the most RSVPs.

The two invitations generated about the same number of responses: 56 leads from the 4-panel and 54 from the 6-panel. Overall, the combination of strong creative and refined mailing list strategy generated more than double the original goal, enabling the community to fill nine events rather than the original four. The 6-panel, 4-color piece was more expensive to produce, but did not generate sufficient response to justify the added cost. The 4-panel invitation provided enough detail that additional information was not necessary to create more interest. Finding the fine line between providing enough detail to pique the recipient’s interest without overshadowing the retirement community’s event is key to finding success with this type of piece.

Using the “R” Word

We tested two versions of a traditional, 2-color invitation in an envelope to promote receptions showcasing a new model cottage. One version employed a retirement lifestyle-focused approach and used “retirement” in the community name, while the second version was more straightforward and referred to the expansion as The Villages at Edgewood. Our goal was two-fold: to determine which message approach was more effective, and whether the word “retirement” had an impact on response.

The straightforward version drew a third more responses than did the retirement lifestyle invitation.

As we have found through our previous research studies, seniors prefer that marketing messages “tell it to them straight;” focusing on the model open house resonated better with this audience. Plus, the response provides insight into seniors’ receptivity to the word “retirement,” indicating that younger, more active seniors are “not ready yet”…until they actually experience the community by coming on campus.

Mailing List Strategy

The larger the mailing list, the more leads to expect, right? Wrong. Mailing to every age- and income-qualified senior household within 30 miles of your community doesn’t guarantee you will receive the number of leads you want. For the Fleet Landing mailing on page 2, we refined their existing list to hone in on senior prospects with the characteristics most like those of existing residents, thereby substantially lowering the number of pieces mailed, and thus the cost. The retirement community had previously sent a mailing to 48,500 prospects on the original list and generated 105 leads.

The sneak preview mailing went to 21,500 prospective seniors and generated 110 leads. The second campaign produced slightly more leads than the first, while mailing to less than half the list. In addition, no two list companies are identical, so you can obtain slightly different lists and quantities even with the same criteria. Good companies update their data regularly and guarantee no more than a 10% undeliverable rate. Budget permitting, purchase lists from more than one company and test the lists to see which produces the greater response, then merge the lists to reach more prospects that meet your refined set of criteria.

Weighty vs. Fun and Informative Topics

In Spring 2009 we mailed an invitation for a retirement presentation by a financial columnist/author, in response to prospects’ objections caused by the uncertain economy. The campaign produced 27 leads. In the fall we mailed a series of three invitations promoting four “deliciously fun and informative” events. This campaign generated 96 leads.

Both campaigns featured four-panel invitations in envelopes, and neither used the word “retirement” in the community name or on the envelope. We learned that combining entertaining, social events with retirement lifestyle discussions drew greater interest and attendance than the weightier, albeit relevant, subject of finances in an uncertain economy. While the temptation may be to address objections head on through your direct mail efforts, it is more effective to bring them on campus with fun, social activities that demonstrate your community’s lifestyle.

Email blast– Not your mother’s direct mail

We tested two email blast versions: one enabled the viewer to see the entire message in a single screen space, while the other was longer and similar to a traditional color print ad, so the recipient had to scroll down and spend more time reading the message. Version #1 received a 0.35% higher click through rate: 1.41% of all recipients clicked through to the website, versus 1.06% of all version #2 recipients. This resulted in about 200 more people visiting the website and seeing the retirement community’s message.

While seniors are among the fastest growing users of the Internet and email, the mature market still turns to trusted websites and traditional media when ready to seriously research and purchase senior living. Email can be a cost effective means to reach a large number of qualified senior prospects and share updates with your wait list and lead base, but it often does not result in immediate responses. It is important to craft the creative to work specifically with this medium, rather than “repurposing” a direct mail or print ad.

Case Study: A Tale of Two Campaigns

We analyzed two campaigns we created for Moravian Hall Square that produced very different results. In Spring 2008, we created an oversized postcard for a downsizing seminar series that generated far fewer leads than anticipated. Then in Spring 2009 we produced a multiple piece campaign, including a save- the-date mailer and three individual invitations, to promote a series of “spring fever” events. This campaign generated 64 new leads. What made it so successful, when the previous campaign produced a fraction of these results?

The oversized postcard format did not perform well in Part 1 of our study, while pieces mailed in envelopes improved recipients’ likelihood of reviewing the piece. In addition, the downsizing series postcard was a strong sales pitch but provided no information about the client. By contrast, the spring campaign promoted entertaining, hobby- and retirement-related events that showcased the retirement community without being a hard sell, and the additional panels provided space for brief copy about the lifestyle and amenities. This campaign provided enough enticing information to bring prospects on campus for entertaining, non-threatening events, at which point the sales team was able to introduce the community and schedule tours.

Conclusions and Recommendations

• Larger or more complex direct mail does not always generate enough response to justify the added cost.
• Today’s seniors are comfortable calling to RSVP for an event; reply cards are often an unnecessary expense.
• Refine your mailing list to best fit your resident profile, and budget permitting, purchase two lists and merge them.
• Tell it to them straight. Don’t try to be too cute with your approach or offer details that cloud the core purpose of the mailing.
• Today’s younger, active seniors may not associate themselves with “retirement” yet, so use the term selectively.
• Email marketing is generally not an effective lead generator among older seniors, but is an efficient way to communicate with your wait list and lead base.
• Plan and promote marketing events that are both fun and informative for prospects to experience your community’s lifestyle.

The direct mail research project was led by Love & Company’s Jessica Kraft, senior marketing account manager, and Tyler Sprecher, vice president/creative director. Please contact them with questions about this project. For copies of previous research studies, please contact us or visit our Web site.

Through Their Fingertips— Incorporating Social Media Into Your Marketing Mix for Selling To Seniors

While some may regard social media as a “young person’s arena,” its popularity and reach extend and fit well into the marketing of senior living communities. The question is, “How do you navigate the maze of social media sites, applications and tools to find the right mix for your marketing message?”

Past Love Reports have examined how seniors respond to various media, including direct mail, print advertising and Internet Website marketing, with the consistent goal of closing the gap between what marketers think seniors may respond to, and what actually moves them to take action. This report is no exception.

Our Research Process

To complete Phase One of this study, we created a comprehensive survey to help determine senior respondents’ knowledge and use of various social media venues, including e-mail, social networking sites, blogs and podcasts, online chats and webinars. Two versions of the survey were produced to target two different groups—those who already reside in a senior living community, and those who do not. The second group included individuals on lead base lists, wait list members and age- and income-qualified prospects. A total of 38 senior living communities participated in the survey process.

Phase Two of the study involved Love & Company personnel training a group of residents of a senior community to blog, forming a resident blogging group to share insights about living in their community. In addition, we surveyed communities with Facebook pages to discover how they are using Facebook in their marketing efforts and what success and benefits have been derived from using the social media site.

What We Did

Participating communities were provided with a PDF of the cover letter and survey, which they printed and distributed to the various audiences. Respondents were given the option of responding electronically through a direct link, or completing and mailing the paper survey. We received a total of 2,603 responses to the surveys.

What We Learned— Optimize and Conquer

First and foremost, we discovered that over 86% of both survey audiences use Internet search engines, with over 28% taking notice of the sponsored results near the top of the page and on the right-hand side. Over 75% of respondents report starting at the top and viewing each result until they find a match. This includes viewing the sponsored links that appear at the top of the page before the organic results. These responses underscore the importance of optimizing sites to appear at or near the top of the most important search lists, as well as considering the use of search engine marketing (SEM) to have your sponsored link appear at the top of the page.

Embrace Email

Over 98% of senior respondents reported that they use e-mail, with between 78% and 86% reporting daily use. Because the vast majority of those who received the non-resident survey are using e-mail to family—also known as your target audience! Over 50% of these respondents indicated they would forward to their friends an invitation from their community to attend an upcoming event, and they felt that at least half of those friends would welcome the invitation. This can be a great—and low cost—way to increase attendance at marketing events.

Among both survey audiences, nearly 50% indicated they forward unsolicited jokes or humorous e-mail messages to friends and family, thus offering another avenue of communication. Creative use of viral marketing campaigns can move your message to reach an audience you may have considered outside your marketing scope.

Network Carefully

Our survey results indicate that Facebook and YouTube are the most popular social networking sites, and that many also use Skype to communicate with friends and family via the Internet. This offers a great opportunity to promote a community through posting of community event videos or testimonials on YouTube or Facebook. Other ideas could include “video demonstrations,” such as sharing recipes, community tours, profiles of unusual resident hobbies and more. Brainstorm ideas and topics and have a ready library of videos and posts from which to draw.

Most communities are using Facebook to share news and images with prospects, or to target adult children. Content is often very lifestyle-oriented, with more factual information still reserved for the community’s Website. Consider a Facebook page when advertising an upcoming social event, or to recap resident activity or offer an overview of a community.

In our surveys, 74% of participating communities report spending only up to two hours each week updating their pages. They currently report promoting their Facebook page in printed marketing pieces and print advertising, or including the logo in an e-mail signature. In addition, don’t forget to add the Facebook link to the home page of your community’s Website.

Blogging is a Personal Process

While over 72% of non-resident survey respondents are familiar with blogs, just 19% report following one or more online blogs. Currently their three top blog subjects are current events, financial information and academics. As mentioned earlier, Phase Two of this report involved training a group of senior community residents in Ohio to establish a community blog. As of November 2010, the group had been blogging for nine weeks, the team members were enjoying the experience and the group was about to expand.

We learned several things during the formation of the blogging group. When encouraging community residents to initiate a blog, take care in selecting the team. Choose members who enjoy the Internet and like sharing social news and expressing their views. Give them the foundational information they need, teach them the process and have them try it out for themselves. Then leave them alone. Blogging is a personal thing, akin to keeping a diary, and you just can’t force it. The benefit of the hands-off approach is that candid, unsolicited insights are shared about the community in which the residents live.

What We Concluded

• Search engine optimization (SEO) and search engine marketing (SEM) are critical to being “found” on the Internet. Make sure you’re noticed on key searches.

• E-mail is a powerful tool when senior living residents are included and drawn into the “marketing circle.” Remember their willingness to forward messages to friends.

• Viral videos can be fun and effective ways to communicate the news and personality of a community. Create a library of them and release them during key marketing periods.

• Prioritize your involvement in social networking sites, and then commit to using them for a variety of marketing purposes. Always include a strong call to action and an easy way to respond.

• Blogging is something that seniors enjoy and will use to communicate their own life experiences to others. If you take care in selecting the blogging team, they can be your best ambassadors!

Remember To Track Your Results!

All marketing professionals want to increase ROI (return on investment). The goal is to increase results while spending the same amount or less. This is where tracking the performance of marketing efforts becomes so important. The better your organization is at tracking the sources of leads, the more effective your advertising becomes. And effectiveness equals success. Allow time and budget dollars to track the number of new customers visiting your blog, or the ones who are linking to your Website because of search engine marketing. You may find that the cost of other budgeted initiatives can be reduced while maintaining or growing your ROI. Here are some simple steps to take:

• Specify landing pages on your Website for prospects to respond to marketing pieces and advertisements, such as direct mail, print advertising, web advertising and e-mail blasts

• Add Google Analytics to your Website – it’s free!

• Track visitors to your blog by using a built-in visitor counter

• Use an electronic response form on your Website to help track how respondents learned about you

• Constantly fine-tune search engine keywords to get the best mix

The social media research project was lead by Jessica Kraft, senior marketing account manager, and Emily Harman, media manager.

“Marriage is a wonderful institution…but who wants to live in an institution?”

-Groucho Marx

Valentine’s Day

Valentine’s Day traces its origins to an annual Roman pagan celebration, called Lupercalia, which was held yearly on February 15. Seems the lovers’ holiday has its roots in raucous annual Roman festivals where men stripped naked, grabbed goat- or dog-skin whips, and spanked young maidens in hopes of increasing their fertility, says classics professor Noel Lenski of the University of Colorado at Boulder.

The Celebration was disapproved of by the Roman Catholic Church and thus linked the festival to the legend of St. Valentine. Even so, the Holiday’s popularity persisted into the fifth century A.D; at least 150 years after Constantine made Christianity the official religion of the Roman Empire.

In the third century A.D., Roman Emperor Claudius II, seeking to bolster his army, forbade young men to marry. Valentine, according to legend, defied the ban and performed clandestine marriages. Valentine was executed in A.D. 270 – on February 14.

The first known Valentine’s Day card was sent in 1415 from France’s Duke of Orleans to his wife when he was a prisoner in the Tower of London following the Battle of Agincourt.

The tradition of hand-written Valentines gained popularity in the U.S. during the Revolutionary War. Mass production soon began in the early 1900s; and Hallmark started selling the cards 1913.

Attention Men

The Holiday gears much of its commercial focus on men: In the U.S. males will spend nearly twice as much on the holiday as U.S. females. In 2010, the average man spent $135.35 on Valentine’s Day gifts, while a typical woman spent $72.28.

How sweet it is; about 47 percent of U.S. consumers will exchange Valentine’s Day candy, at a cost of about $1 billion. Nearly 75 percent of that billion comes from sales of chocolate (chocolate has been linked to romance at least since Mexico’s 15th- and 16th-century Aztec Empire).

This year is expected to generate $14.1 billion in retail sales in the United States. Given these billions of dollars and all the effort and energy expended to say “I love you,” is there something we as boomer men can do that ismore lasting than say a box of (high calorie) chocolates?

Aging in Place is a Women’s Issue

Women in most developed countries still outlive men by 5 to 9 years; although men do get old—women get older. For that reason aging in place is an important issue to the women in our lives.

Fact: Widowhood is more common among older women than older men. In the United States, about 700,000 to a million women are widowed each year. Approximately 75 percent of widows are 55 or older; and widows account for 53 percent of women 75 to 84, according to U.S. Census data.

Women tend to spend their savings on their husbands’ care, and then live alone for 15 to 20 years with far fewer resources. Medicare pays only about half of older people’s health costs; the term for this is “spend down.” The time to give the gift of aging in place independence is before this happens—while you’re both home to enjoy the benefits of being home by choice—together.

A Valentine’s Legacy of Independence

It may not seem romantic but loving your spouse means being there for her now and in the future by leaving a legacy of independence. The thought of her loosing the safety and comfort of home is unpleasant at best…This year skip the chocolates and flowers; instead make an appointment with a CAPS trained remodeler for a home assessment.

Then make dinner for her and after take her by the hand look lovingly into her eyes tell her your expression of love this year will be different—lasting…Turn down the lights (using the rocker switches you just installed), light the candles and describe your future together in an accessible home with beautiful Universal Design features. After all, as Groucho says: “Marriage is a wonderful institution…but who wants to live in an institution?”

She’ll love you for it…

• No Ordinary Moments
• How Do I Love Thee? Let Me Count At Least 2 Ways
• Boomers: What is Real?
• Aging in Place Behind the Wheel
• When Aging in Place is Untenable

From coffee shops to clothing, the mature market is willing to use their disposable income.

How do you attract seniors to your town, city, or state? And what’s their value to the local economy? Late last year, I was asked to speak at the National Active Retirement Association (NARA) Conference on this topic. State representatives from across the country where in attendance, as was NARA’s founder Dan Owens, who has been harping on this overlooked fact for some time now. The beauty of attracting retirees to your town, is that essentially, the drivers are similar to what drives tourism. And, once you start that trickle of retiree money, it builds momentum like a fly-wheel, i.e., one restaurant attracts another … then an art gallery … then a museum …

Plus, attracting retirees costs less than it does to try to attract major manufacturers. And the return to the local tax base is a whole lot more! Think about how major companies hold small economies hostage (unless you do this, this, and that, we’re leaving). In addition, companies can and do go out of business. Seniors with their social security checks stabilize economies and diversify risk.

Shortly after this presentation, our team was invited to talk to several of the representatives of Opelika, Alabama (Opelika and Auburn are adjacent to each other and have grown to form one fantastic destination). Amazingly, the bulk of their marketing has been done with the young professional in mind. When I showed them the stats favoring boomers and beyond and their spending patterns, they were floored. Next, we reviewed some of their marketing materials, the type faces and fonts where so small and so dense, I couldn’t read it (at least not without getting a headache). Truthfully, they just hadn’t thought about how their marketing materials appealed to retirees. Fortunately, they quickly understood what I was saying. These folks get it! And, they are blessed with fantastic southern weather; a world-class university; charming, walkable towns; some of the kindest people on the planet; and an incredible value proposition from a real estate perspective — not a bad starting point!

Towns and cities all across America are aspiring to be on U.S. News & World Reports’ Best Places to Retire list. The reason -  many urban planners believe that the mature market will bring economic stimulus with them in various forms, such as job creation, a boom in real estate, retirement communities and senior housing sales, an import of savings and reliable incomes. Other advantages of attracting boomers/seniors/retirees include economic and social stability, an increase in the tax base and volunteerism. Compared to wooing industry, retirees are a bargain. But as the massive generation of baby boomers grow older, communities must also be prepared for a growing strain on local health care systems and infrastructure. To read more on the pros and cons of enticing the 65+ demographic to a local economy Master_Retiree_Attraction_FINAL_Report.

Also, here’s a great article about how one Florida town discovered that retirees, not NASA are the economic drivers for their economy.

Boomers and seniors flock, and maybe they stay – who knows? So we know that baby boomers and seniors represent the fastest-growing (not largest) age group flocking to Facebook, because this is an oft-quoted statistic that is surprisingly tough to nail down. Here’s a 2009 stat on women age 55+ as the fastest growing demographic, for example. According to Nielsen, seniors age 65+ pick Facebook as one of their top Internet destinations. And according to eMarketer.com in December, 2009, 46% of online boomers age 44-62 and 36% of those 63-75 had a social networking site profile. Note the word ‘online’. So far, I have not seen a report on frequency of update or access — hope eMarketer.com checks that out this year.

Now comes the AARP Loneliness Study. AARP is pushing down the survey age and definition of ‘older’ people, from 50 down to 45. Pretty soon no one will be younger than all of these so-called older people. Published last month, a survey of 3012 adults age 45 and above revealed that 35% are lonely (using UCLA’s index of attributes of loneliness.) Surprisingly, and supported by the Gallup study about overall happiness, those in the younger age range of 45-49 were lonelier (43%) than those age 70-plus (25%). According to the study, those married, wealthier, healthier, who volunteer more and have been in their homes more than one year are less likely to be lonely. Maybe the older folks are onto something — 62% of the 65+ population isn’t online. As for the use of social media (aka Facebook), lonely respondents were more likely to agree with the statement “I have fewer deep connections now that I keep in touch with people using the Internet.” Interestingly, AARP’s website did not report that 57% of both categories of responders, that is those self-identified as either lonely and not lonely, said that they never participate on social networking sites. Note the word ‘never’.

Facebook manages the Rolodex of acquaintances. There’s something ironic about Facebook terminology — ‘friends’ who you ‘poke’, versus the more civil LinkedIn use of the phrase ‘trusted connections.’ In the October 4th New Yorker article, Malcolm Gladwell draws a distinction between actual activism and what he describes as ‘weak activism’, observing that “Facebook activism succeeds not by motivating people to make a real sacrifice but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice.” And his comment that “Facebook is a tool for efficiently managing your acquaintances, for keeping up with the people you would not otherwise be able to stay in touch with” resonates with me, especially after watching this movie. Young people are resilient: maybe they know that their hundreds of Facebook friends aren’t the same as actual friends who would join you at a meeting or in a volunteer effort, help you move your belongings to a new location, or even eat a meal with you on a Sunday night. Older people are less resilient and perhaps after registering their profile, they secretly wonder to themselves — what’s the point of this, life is short, let’s go out for lunch.

Editor’s Note: Carolina’s calling. If you have anything to do with active aging or retirement communities, you don’t want to miss the  National Active Retirement Association Conference in Columbia, South Carolina – Wednesday, October 20 through Friday, October 22  at the Columbia Metropolitan Convention Center. I hope to see you there!

PS    If you are going, be sure to drop me a line at Tom(at)TRMann.com.

The economic news this year has generally focused on the standstill in production and consumer spending. Despite this environment, the active-aging industry is slowly but steadily growing, according to new research from International Council on Active Aging®  (ICAA), the  association that provides services and business intelligence for professionals working with people 50 years and older.

“As we travel around the country visiting retirement community and fitness center clients, we are definitely seeing an up-tick in programs focused on wellness,” says Tom Mann of TR Mann Consulting. “Boomers and seniors are taking a much more proactive approach to wellness than they did just five years ago. Having a robust wellness program is now a key to marketing your retirement community or fitness center,” adds Mann.

Active aging means living live as fully as possible, with opportunities for health, productivity and safety. The active-aging industry was created when ICAA brought together diverse business sectors—from real estate to seniors services and fitness—by recognizing their mutual purpose of providing services to older adults. The industry’s emphasis on quality of life among older adults has resulted in an abundance of Wii tournaments and strength training classes, expeditions to China, volunteer tutors in inner city schools, age-friendly modifications to treadmills and universal design features in new housing.

The ICAA 2010 Active-Aging Industry Development Survey collected information from 640 respondents to an online survey who work primarily in retirement communities, seniors centers, wellness centers, health clubs and additional locations that provide services for older adults. These providers of services to older adults reported a surge of optimism and service growth.

Over three-quarters (77%) of respondents plan to add more activities, classes or programs over the next two years. This is a 51% increase from the responses to the identical questions that appeared on an earlier ICAA survey, conducted one year ago, when half (51%) of respondents stated they were adding in the next 12 months (ICAA Economy Survey, July 2009, 489 respondents).

The growth in program offerings is complemented by jobs creation: 27% plan to hire more wellness staff over the next two years.

Capital projects are being planned by 41% of respondents, including building new wellness centers and expanding or renovating current wellness and fitness facilities. Retirement communities are refurbishing or building new residences.

“While the larger economy may be suffering from a cold, the active-aging industry is in good health,” explained Colin Milner, CEO of International Council on Active Aging. “From the business perspective, the market of older adults is large and growing, and overall older adults have a net worth that enables them to make choices to maintain their health and keep their days interesting.  The results of this survey show that businesses are positioning themselves to meet those needs, by building and upgrading facilities and expanding their programs.”

The ICAA 2010 Active-Aging Industry Development Survey is available for $149. The survey is  free of charge to ICAA Organizational members, and at a discounted rate to ICAA Individual members. Members of the media may contact Colin Milner at colinmilner@icaa.cc for copies of the survey.

About the survey

The ICAA 2010 Active-Aging Industry Development Survey was an online survey available from July 17 through August 14, 2010.  Respondents included continuing care retirement communities (24%), active adult and independent living retirement communities (24%), independent living with assisted living and assisted living communities (13%), seniors centers (13%), health club or medically-based wellness/fitness centers (10%) and other locations. Among the 640 respondents; 65% have a formal wellness program for older adults and 29% offered wellness activities, but not a formal program.

About the International Council on Active Aging (ICAA)

ICAA, a professional association that leads, connects and defines the active-aging industry, supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live life as fully as possible within all dimensions of wellness—and provides its members with education, information, resources and tools.

As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada ’s Special Senate Committee on Aging, and the British Columbia ministries of Health, and Healthy Living and Sport.

Editors Note:

The ICAA’s Founder, Colin Milner, will be speaking at the National Active Retirement Association Conference – Wednesday, October 20 – Friday, October 22 – Columbia Metropolitan Convention Center * Columbia, South Carolina. Also, worth noting is the International Council on Active Aging Conference – Thursday, December 2 – Saturday, December 4 – San Diego Convention Center * San Diego, California. I (Tom Mann of TR Mann Consulting) will also be attending both of these events.

Also, speaking of active aging, here’s two of the ICAA’s preferred providers worth checking out: Super Noggin (brain fitness) and Conductorcise (music and exercise).

Here’s a video introduction to Super Noggin:

photo toddnoordyk.com)

It’s a world of laughter
- A world of tears
It’s a world of hopes
- And a world of fears
There’s so much that we share
- That it’s time we’re aware
It’s a small world after all …
-Written by Richard M. Sherman and Robert B. Sherman

BMI (body mass index): A ratio of weight to height (weight in kilograms divided by height in meters squared) BMI = kg/m2

The other day I was working with a gastroenterologist (GI doctor) who was sporting a smart looking Mickey Mouse watch. She had acquired it on a recent family vacation to Disneyland. This sparked some conversation about the land of enchantment and some of the rides they experienced. Of course I had to ask about the Small World ride.

The line: It’s a small world after all (sorry now that it’s stuck in a circular loop in your head), has been the subject of many jokes and comments throughout the years; but what followed was a new twist to me. Seems the ride had been out of commission for repairs and the reason…

Well, there is some controversy surrounding the reason the ride was shut down in 2008. The ride has been around some 45 years and the original flume and fleet of boats made their maiden voyage during the 1964-65 New York World’s fair. The sturdy little pastel boats have been doing yeoman’s work ever since. No doubt that kind of run would even cause Cal Ripken to pit stop for some refurbishments.

According to MiceAge the Imagineers of the 1960’s designed the ride to accommodate the average man (175lb) and woman (135lb) of the era; not the adult of today who can often weigh more than 200lbs. The boats ride lower in the water and tend to “bottom out,” causing the whole contraption to stop in its tracks. The solution (prior to redesign) was to limit passengers or escort embarrassed patrons off the ride.

Several stories including one in the New York Times call on readers to draw their own conclusions. The subject is somewhat taboo and Disney denies any connection between redesign and weight of the riders.

Whether the connection is valid or not the fact remains Americans are getting heavier on average. According to the U.S. National Institutes of Health, approximately two-thirds of adults age 20 or older are overweight or obese with BMIs greater than 25, and nearly one-third have BMIs greater than 30. Less than one-third are at a healthy weight with a BMI of 18.5 to 24.9.

In my own experience as a nurse I’ve witnessed hospitals having to equip ceilings with steel I-beams to support mechanical lift systems to get obese patients in/out of bed. A recent staff development in many care settings are the “Lift teams.” These are designated staff whose sole job is working the lifts and turning patients—in order to save nurses from back injuries.

Kaiser Permanente purchased a fleet of love-seat sized wheel chairs years ago to accommodate the increased girth of its members. I once took one of these devices to a presentation at Nike World Head Quarters…they couldn’t believe their eyes as I rolled it in the room.

At issue are not just the obvious effects of BMI on health and longevity but control of one’s own experience and for this discussion that means aging in place.

It’s About Control (but not what you might think)

In an article from Newsweek (Feb/23/2009): Stress Could Save Your Life, author Mary Carmichael writes about the connection between control and stress. Carmichael notes a classic study where scientists put two rats in a cage, each locked to a running wheel. The first rat could exercise whenever he liked. The second was yoked to the first and forced to run when his cage-mate did.

The exercise that usually decreases stress and encourages neuron growth in the brain did just the opposite in the second rat—the reason…control. Psychologists know that one of the biggest factors in how we process stressful events is how much control we have over our lives. A body rendered un-available due to high BMI can place limits on personal control (mobility and independence). Much of the appeal of aging in place is about choice—to make the issue relevant is to frame it as matter of control.

Research has shown that by avoiding a further increase from 28 kg/m² to 32 kg/m², a typical person in early middle age would gain about 2 years of life expectancy. Two years of extra life down the road might not sound all that compelling to some, but the issue is really more one of extending health—not extending life.

Inactivity doesn’t necessarily shorten the life-span…it most definitely shortens the health-span. –Dr. Rosenburg, Tufts University

Extending the health-span can equate to maintaining mobility and independence; ultimately leading to a higher degree of control (& decreased stress) over one’s life experience. And that’s what aging in place is all about.

See:

Calculate: Your BMI
Research on life expectancy
Middle aged women and stroke
It’s a small world video

Mature Market Experts: more boomer, senior and mature market news and stats you can use, more often: AARP Responds To Facebook, MySpace, LinkedIn and Twitter- AARP’s updated website (www.aarp.org) reflects its 276,000-member online community’s growing appetite for social networking. More than 27% of American boomers already are using sites such as Facebook, MySpace, LinkedIn and Twitter. The importance of online social networking among its target audience prompted AARP to ensure that its website can share content between the various online sites. Improved navigation and search capabilities have also been incorporated. Within the next month consumers will be able to access online content with hand held devices, such as smart phones, mobile phones and e-readers. This premier senior organization is responding to the hurdles some elderly experience when using computer technology. See our blog from June 15th, 2010,  Mature Market Experts Stat of The Day: Mature Market Frustration with Technology. Apple Are You Listening? If you want to effectively reach the 50+ audience, take heed.
To read more click here.

PS  I don’t know if you’ve noticed, Mature Market Experts has added Twitter and StumbleUpon widgets in the upper left hand corner of our site.

Mature Market Experts: stats and news you can use on boomers, seniors and the mature market – Google Analytics and Analyzing Internet Data – Internet technology has become a tool that businesses selling to seniors can not afford to ignore. As boomers, seniors, and the mature market rely on it for everything from social networking and entertainment to price comparisons and online purchases, a side benefit is that enormous amounts of information becomes available for collection and analysis. Businesses and advertisers marketing to the baby boomer consumer could design their product and message based on these statistics. Last week’s 27th annual symposium of the University of Maryland’s Human-Computer Interaction Lab brought government researchers, business financial analysts and computer scientists together to debate how to organize and display this gold mine of information in a beneficial way. To learn more about how this endeavor may help your future business click here.

At a minimum, you owe it to yourself to look at your Google Analytics to see if you are focusing your website’s keywords on the right terms (this assumes that you’ve been paying for Google Adwords …. if you haven’t been, it is worth doing just to see what valuable information you can glean). And while you’re at it, plug your website’s url into www.websitegrader.comfor an eye-opening view of your website’s flaws.

Enjoy!

Mature Market Experts: stats and news you can use on boomers, seniors and the mature market – Who Are You Marketing To? If your business is marketing consumer goods or services to a specific ethnic segment of the elderly population, the Administration on Aging’s website will be of interest to you. You can find various stats on the United States baby boomer population, such as the senior population projections for the Hispanic population over 60, 65 or 80. Breakdowns on the mature market’s racial makeup are provided by state. Statistical profiles for African Americans, American and Native Americans, Latinos, and Asians, provide numbers and percentages compared to the general population. Living arrangements, education and income levels, life expectancy, chronic medical conditions and access to health care are all accessible at this valuable website. To learn pertinent facts about your market click here. 

With the demographics of age and race in the US shifting exponentially, if you haven’t thought about how you’re going to address these new mature market opportunities, there is a good chance you’re missing out … which is why over a year ago, we added Elianne Ramos, an expert in Hispanic and Latin American markets to the team. Happy Cinco de Mayo!

Apple Inc.'s new iPad can make web browsing easier for aging eyes.

Mature Market Experts: stats and news you can use on boomers, seniors and the mature market – Will the iPad Attract Seniors to Your Website? Maybe your business has nothing to do with computer technology, but everything to do with advertising to Baby Boomers. According to nielsenwire, the last five years has seen a huge growth in the number of seniors actively using the Internet (more than 55 percent, from 11.3 million active users in 2004 to 17.5 million in 2009).

So, what does Apple Inc.’s latest product, the iPad, have to do with you? If you are unfamiliar with this gadget, imagine a hybrid of a tablet computer, the iPod and select features of the iPhone (its not a phone).  It’s screen size is comparable to a small laptop. Yet, it only weighs 1.5 pounds and is a mere half inch thick. The large Multi-Touch screen is extremely easy to use and allows boomers to view vibrant, sharp web pages in their entirety. Making things very readable for senior eyes! Instead of using a cursor, just touch with a finger tip. It comes off the shelf with features that enable people who have vision impairment or are deaf or hard of hearing to use the iPad. So, those in the 65+ group that are currently put off by computers may soon be viewing your web site and internet advertising. Watch this Steve Jobs’ video, it’s as he’s talking directly to and for boomers.

How to capitalize on this new opportunity? Allen Moon suggests in his article, How the iPad Will Change the Way You Do Business, “Make sure your site has a blog that features regularly updated articles your target audience will find useful and entertaining. You can even create videos… include more interactive social media features on your site. These features are the most effective way to encourage your users to pursue an ongoing relationship with you and your other customers, and form a community around your business.” Marketing to seniors via the internet may become easier as the iPad’s popularity grows. Even online reviews, from sites such as sites like Yelp, Citysearch and Yahoo! Local, will be more accessible to boomers as they can easily read enlarged e-mail messages while on the go with this mobile device. A smart marketing plan will take these developments into account in order to take advantage of this technology in the next few years.

sources:
www.apple.com

Work — what they (sort of) mostly do and expect to retire at 66.  Now here’s where things get interesting: 8% work part-time, 6% are self-employed, 5% are looking for work, 7% are on disability, and 8% are fully retired.  Let’s turn that around and see it for what it is:  only 60% work full time for companies! Somewhat ironically, they expect to retire at 66, although 50% plan to either take their social security benefits earlier (before they are eligible for full benefits) at age 65 or get the partial benefit at age 62. Delusionally-speaking, 69% have set the date for taking social security as exactly the same as they said it was two years ago — despite declining value of their assets and the state of the economy, not to mention their level of employment.

What, me worry?  Here’s where the delusional part really begins in earnest. Sixty-six percent of them have one or both living parents. Half of them have children still living at home. But what are they concerned with — despite these two arguably significant future care-related issues? Twenty-five percent worry about affordability of their own health care, and only 18% of the respondants worry about remaining useful. Only 15% imagine they will want to or have to work part-time in their retirement years; only 13% of them worry about funding long-term care needs, and only 12% of them are concerned with outliving their money.

Middle boomers — read the older boomer tea leaves. In another MetLife report from October, the real world of older boomers is explored in the pleasantly-titled Buddy Can you Spare A Job? Three-quarters of today’s older boomer workers expect to work for pay after retirement, but fewer than 35% report actually making it happen.  Meanwhile, turns out that working in retirement correlates with better health. From this, we can conclude that older boomers need the money. Middle boomers will need the money too, and not just for their own health care costs. And it doesn’t hurt that working can be engaging, that it provides you with a purpose, and that it keeps your mind from rotting.

Mature Market Experts: stats and news you can use on boomers, seniors and the mature market – 5 Important Trends for The Ages - Ever since I wrote Death of the Continuing Care Retirement Community on our Mature Market Experts blog, people have been asking me what the future holds for our aging population. Here are some trends I see that will change the lives of aging baby boomers and seniors:

1. Virtual communities – With the help of technology, organizations such as the Village to Village Network are successfully changing how seniors age in place. By offering a wide variety of services – from in-home preferred vendor lists, cultural and social events and member-to-member volunteer opportunities … to health and wellness programs, educational and special interest programs and community service – all accessible via phone or computer – organizations such as these are making it easier for people to successfully age in place.  Beacon Hill Village in Boston, founded in 2001, is a great example of this, as is the newer Mill City Commons.

Please note, that I said, “successfully” age in place. Adding elements such as common dining tables and happy hours at local partnering dining establishments, along with the transportation to get there, adds an important social element that was previously missing from this sort of offering.

Baltimore/Washington has become a hotbed for these villages. According to a recent Washington Post article, there are six in Washington, DC, at least two in Fairfax County and eight others in various stages of development in Montgomery County. I expect the rest of the country will soon follow important trend.

2. New Urbanism – This “new” trend was supposed to happen a long time ago. I think a couple of things are finally conspiring to make it more likely to happen now:

a. Urban land values have dramatically dropped, allowing creative developers to take advantage of better pricing

b. Towns and cities have become desperate for tax revenue making them more amenable to developers’ designs

c. The recent recession has altered the “bigger is better” mindset that had taken over housing … which means the more modest square footage available in urban living is becoming more acceptable (that being said, I wouldn’t build anything less than 2 bedroom floor plans if at all possible)

d. Boomers don’t want to move to a “retirement” community and understand the benefits of urban life

Again, smart retirement community developers will understand these trends and meld them into their plans. A perfect example of this is the The Cardinal at North Hills, which is a full-service retirement community being built in the heart of North Hills, a newly revitalized part of Raleigh, North Carolina. North Hills’ wonderful array of new shops, restaurants, and entertainment venues become tangible amenities of The Cardinal and a key component in their marketing.

3. Technology – The key to executing excellent ideas like virtual communities is efficiencies. Technology provides the efficiencies that allow models like this to work for the very first time. Just as important, the technology now allows for the monitoring of a senior’s vitals (and non-vitals). According to a recent report, Caregiving in the US of 50+:
• 23% of caregivers reported utilizing an electronic organizer/calendar
• 16% use an emergency response system
• 12% utilize electronic information with their doctor or care manager,
• 10% reported using electronic sensors to detect safety problems
• 7% said they use website/software for health records

Again, just as important is the use of technology for social contact, for example email and Facebook. Recently, my children introduced visual Skype to their grandparents. It is advances like these that mitigate some of the risks associated with social isolation.

Look for investors to continue to pour money into health care/social issue technology.

4. Mini-retirements/lifelong employment – Boomers tell us they’re going to work far beyond age 65, for two reasons; necessity and fulfillment. Yes, boomers and seniors have been hit extremely hard by the recent recession … but I also believe that people are beginning to understand that life “engagement” is essential to good health (this is particularly important for the brain). As a result, I believe many boomers who would have previously turned to retirement will turn to “mini-retirements,” meaning vacations of one month or more. These longer vacations allow for the opportunity to invigorate the mind and soul in a more meaningful way than the traditional vacation (this concept was first espoused by Tim Ferriss, who wrote an interesting book called the 4-Hour Work Week).

Today, it’s a lot easier to slip between the world of work and play, thanks to technology. It’s now just as easy to get most work done from the sunny Caribbean as it is from DC, New York, Chicago, or LA. I predict that we’ll see this as a growing trend … longer careers dotted with mini-retirements.

If you operate a retirement community with monthly service fees, make sure you offer an adjustment for these long lapses in their occupancy. Otherwise, you might be scaring off some of your younger residents who like to travel. In addition, make sure that your community offers administrative services, that working residents can utilize at a cost. Making it easier to maintain their business, will make it easier to choose your community.

5. Health care plans will begin to pay for prevention – as I discussed in the point above, research is beginning to show us that if you don’t use it, you lose it! Health care companies will begin to focus on preventive health care rather than reactive health care. Expect to see more health plans adopt programs like Silver Sneakers. Why? Because it saves the plan money, helps with new member recruitment, while at the same time assisting in member retention.

Brain fitness will be a key component of this plan, as the costs of Alzheimer’s and dementia threaten to ravage the US health care system (there are now nearly a half million new cases of Alzheimer’s each year; and by 2050, it is expected that there will be nearly a million new cases per year).

Developers of retirement communities and active 55s would be wise to partner up with these preventative programs, as they will become an increasingly important marketing “amenity” in your community. Note: I recommend reading The Anti-Alzheimer’s Prescription.

Remember, when it comes to building housing for seniors, it’s all about control. A senior who is tackling the aging process is looking to remain in control of their life. That’s hard to do, when your body is letting you down. Anything you can do as a developer/operator that enables them to maintain that goal gets you closer to a sale.

About the author: Tom Mann is the Vice President of Strategic Marketing Services for Love and Company, a marketing/advertising firm that specializes in marketing to boomers and beyond.  In the last ten years, he has helped sell over 7 billion worth of retirement communities. He is also the co-founder of Mature Market Experts.

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – Baby Boomers Starting Businesses At Record Pace. Who would have predicted that baby boomers (particularly those 55 to 65 year olds) are more willing to take on the risks of becoming an entrepreneur than younger coworkers? A recent study by the Ewing Marion Kauffman Foundation indicates that they are much more likely to so than the 20 to 34 year old age group. Layoffs and dips in their retirement savings may be spurring this trend. To read about this article in entrepreneur.com click here.

Personally, I think this trend may have more to do with life satisfaction than it has to do with finances. 

One of my favorite movies scenes of all times is when middle-aged baby boomer Evelyn Couch (Kathy Bates in the movie Fried Green Tomatoes) is waiting patiently for a parking spot in a shopping center. Just as the spot becomes available, two young girls in a cute little car cut in front of her and steal her parking spot.

Evelyn Couch: “Hey! I was waiting for that spot!”
Rude Girl: “Face it, lady, we’re younger and faster! “

Then, Evelyn calmly and coolly reeves up her car and then repeatedly rams her car into the back of their tiny VW Bug, smiles and says, “Face it, girls: I’m older, and I have more insurance.”

As our population ages, and as the senior population continues to possess the lion’s share of our country’s disposable income, it becomes more and more apparent to me that the mature market rules — or can choose to rule as Kathy Bates’ character did.

Research from Harris Interactive says that retirees feel that Madison Avenue has forgotten they exist. The study, commissioned by the TV Land cable network, shows that two-thirds of adult TV viewers say that most television programming and advertising is targeted at people under 40.

In cities around the county, an eye-popping 80+ percent of mature market respondents over 40 claim they can’t find TV programming that portrays their lives. The sooner programming reflects seniors’ interests, the sooner they will buy the advertised products. OK, maybe they aren’t rushing out to buy Apple IPads yet, but the mature market still buys a ton of consumer products.

I think these PowerPoint slides accurately capture the insanity of this situation.

Truth be told, I could care less if the mature market buy doesn’t buy products from marketers who are asleep. But I’m smart enough to know that economics is very often the driving force behind our society. How much longer will society devalue the mature market’s contributions (current and future)? If we are going to climb out of this recession, we need to recognize both the economic and social value of the senior population.

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – After the Downturn, Will Seniors Retire? A new study released by economists Thomas Steinmeier of Texas Tech and Alan Gustman and Nahid Tabatabai of Dartmouth College suggests that most baby boomers will recover sufficiently from the 2008/2009 economic downturn to only slightly delay their retirement plans.The study purports that the average worker close to retirement age (53 to 58) holds only about 15.2 percent of their money in the stock market. The rest of their projected wealth comes from anticipated Social Security Benefits, pensions and other assets. [Author's note: this is based on the University of Michigan's Health and Retirement Study - does Michigan have a higher percent of pensioners than the rest of the country?] Also, the study’s authors suggest that the recession may actually encourage retirement for baby boomers in a very competitive job market. To learn more click here.

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – Boomers 55+ Housing Wish List. Just what are baby boomers looking for in the real estate market? And what are they actually willing to pay for? According to a recent survey prepared by NAHB (National Association of Home Builders) and the MetLife Mature Market Institute, “55+ Housing: Builders, Buyers and Beyond,” here are the key findings :

• Where Are They Now? Roughly 9% of the respondents live in an active adult age-restricted community, 7% live in a community that is not age-restricted but where most buyers are 55 or older, and 28% live in an independent living community. However, many would consider other options.
• Stay or Go? About two-thirds of respondents (63%) plan to age in their current homes, while 12% plan to buy another home. About one-quarter (26%) are not sure.
• Suburban Life Preferred: The majority of respondents prefer a home in a suburb, with 32% wanting to live in close-in suburbs and 31% in outlying suburbs. In comparison, 28% prefer a rural community, while only 9% want to live in a central city.
• One-Level Living: Respondents overwhelmingly prefer a single-story home (79%) over a two-story home (15%) or a split-level home (7%).
• “Same-Sizing” the New Home: The median size of the respondents’ present home is 1,886 square feet, compared to the median 1,903 square feet they want in a new home. More than half of respondents (51%) prefer three bedrooms, while 18% want four or more bedrooms. About three-quarters prefer the master bedroom on the first floor.
• Downsize on the Price: The median price respondents expect to pay for their next home is $189,426, which is less than the median price of $198,119 paid by those respondents who bought a home within the last three years. This compares to their current home, which has an average market value of $267,401.
• Top Five Inside Features: The five features rated most important were: washer and dryer in the home/unit, storage space, windows that open easily, master bedroom on the first floor in a two-story home, and  easily usable climate control (thermostat).
• Green Is Good, but Not Key: About one-quarter of 55+ respondents do not care about the impact building a home has on the environment. While another 23% said they are concerned about the environment, it does not drive their decision to purchase. Only 12% said they would pay more for an environmentally friendly home. Respondents are willing to pay an average amount of $6,732 (median $4,000) if it would save $1,000 annually in utility costs.
• Top Five Green Features: Respondents cited energy-efficient appliances (79%), followed by solar heating (63%), water filtering systems (58%), allergen-free/chemical-free building materials (42%), and open space (37%).
• What’s Close By? Most respondents listed proximity to a shopping center as influencing their choice of a new community (57% noted it as Somewhat to Very Important), followed by proximity to a hospital/doctor’s office (55% rated it as Somewhat to Very Important).
• Online Is a Must: Technology features are important to 55+ consumers, with 83% of respondents rating high-speed Internet access as Somewhat to Very Important. Also earning high ratings were home security systems and structured wiring (a system of low-voltage wires designed to carry electronic signals throughout a home).
• How Buyers Are Paying for Home: Nearly half of the 55+ respondents (41%) prefer a 30-year fixed loan when purchasing a new home, followed by a 15-year fixed loan (38%). A small number (5%) preferred a reverse mortgage, some type of adjustable rate loan (5%), or an interest-only loan (3%).
• Less Maintenance, More Family Are Top Motivators: Builders were asked to indicate their 55+ customers’ motivations for relocating. Sixty-three percent of builders reported a desire for a maintenance-free lifestyle from their customers, 46% a desire to move closer to children/family, and 32% a desire for lower living costs.

If you are in the senior housing industry (whether you are building, selling or renting active 55+ retirement communities or continuing care retirement communities), this report is a must read.

About:

The MetLife Mature Market Institute®

Established in 1997, the Mature Market Institute (MMI) is MetLife’s research organization and a recognized thought leader on the multi-dimensional and multi-generational issues of aging and longevity. MMI’s groundbreaking research, gerontology expertise, national partnerships, and educational materials work to expand the knowledge and choices for those in, approaching, or caring for those in the mature market.

MMI supports MetLife’s long-standing commitment to identifying emerging issues and innovative solutions for the challenges of life. MetLife, a subsidiary of MetLife, Inc. (NYSE:MET), is a leading provider of insurance, employee benefits, and financial services with operations throughout the United States and the Latin American, European, and Asia Pacific Regions. For more information about the MetLife Mature Market Institute, please visit: www.MatureMarketInstitute.com.

Contact:
MetLife Mature Market Institute
57 Greens Farms Road
Westport, CT 06880
(203) 221-6580 • Fax (203) 454-5339
MatureMarketInstitute@MetLife.com

National Association of Home Builders

The National Association of Home Builders (NAHB) is a Washington, D.C.-based trade association representing more than 200,000 members involved in home building, remodeling, multi-family construction, property management, subcontracting, design, housing finance, building product manufacturing, and other aspects of residential and light commercial construction. Known as “the voice of the housing industry,” NAHB is affiliated with more than 800 state and local home builders associations around the country. NAHB’s builder members will construct about 80 percent of the new housing units projected for 2009.

Contact:
National Association of Home Builders
1201 15th Street, NW
Washington, DC 20005
(202) 266-8200, x0 • Fax (202) 266-8400
www.nahb.org

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – New Industry Helps Seniors Downsize and Relocate. Getting people past the fear of downsizing has long been a hurdle that those of us who sell retirement communities, assisted living, or nursing care have long had to deal with. There are over 78 million baby boomers, plus their seniors, who may need to move to more suitable housing in the future. With that comes an awful lot of hand-wringing and resistance, in addition to the physical challenges moving presents to an elderly population. Enter “move management” consultants, who do everything necessary; decorate the new residence to look like the old familiar one, reassure the client, and coordinate the actual movers. Here’s an excellent article by Thomas Heath of the Washington Post that captures some of the challenges of downsizing, click here.

PS    The TR Mann Consulting team … and the loose band of compatriots at Mature Market Experts would like to wish you a Happy New Year!

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – US  Companies Are Unprepared for Baby Boomer Retirement from Workforce. An overwhelming majority of surveyed domestic companies are unprepared for the exodus of boomers from their companies, according to a recent study by Sloan Center on Aging & Work at Boston College, The Pressures of Talent Management. The sudden loss of this pool of experienced talent is sure to throw a wrench into future productivity, unless these companies develop coping strategies. Seventy percent of these firms report not knowing the age of their employees, nor their retirement plans. Forty percent believe retirement of this population will have detrimental effects on their business. The 696 firms studied account for approximately seventy-five percent of the jobs and payrolls in the U.S., employ more than one million workers, and represent the ten leading sectors of the economy. Fifty-six percent of these companies had not assessed the skills they will need. Co-author Marcie Pitt-Catsouphes, director of the Sloan Center on Aging & Work states “The out-migration of a generation of workers will upset the entire balance of the workplace,” “U.S. companies need to start planning strategically for workforce sustainability. The current abundance of older worker talent and experience is going to dry up, and businesses will very soon need to fill hundreds, if not thousands, of jobs.” Some economists expect a shortage of 10-15 million workers in the coming decade. For more info click here.

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – Why Advertisers Spend More On Drugs That Lack Competition. A new report by The Congressional Budget Office uncovers an apparently contradictory trend in the marketing of brand name drugs. Advertisers spend much more on the marketing of drugs that hold a monopoly than on those with competitors. A medication that is unique will benefit from approximately twice the advertising dollars than a drug that has only one challenger will. Catherine Rampell in The New York Times explains the reasoning behind this anti intuitive behavior as twofold. Advertising in a crowded field delivers less results on the dollar. Secondly, by creating greater demand for a monopoly the drug company can drive up the price. For more information on this report click here.

Mature Market Experts: More news and stats you can use on boomers, seniors and the mature market – Number of Baby Boomers Tweeting Doubles. Fall 2009 has seen a marked increase in Twitter use, according to the Pew Internet Project. While  the headlines dwell on the phenomenal usage among the young, mature marketers should note that use by those in the 55-65 age group increased from 4 to 10% in less than a year, and in the 65+ group, Twitter use rose from 2 to 4%. The simultaneous rise in popularity of other social networking sites may foreshadow that Twitter’s senior membership ranks will swell in the near future as this age group acquaints itself with this latest trend. To learn more click here.

To follow TR Mann Consulting on Twitter click here.

Source: United States Department of Labor, Bureau of Labor Statistics

Source: United States Department of Labor, Bureau of Labor Statistics

For more information on this topic, visit here.