Generation Ageless

September 15, 2007
Its been said that yesterdays 50 is todays 40, and it appears to be true: no one seems quite as old as they used to be. This book helps explain why this is true and what smart entrepreneurs and business leaders will need to take into consideration as they plan for the future, drawing on research performed by Yankelovich Partners Inc., where both authors work. The firm has studied consumer values and lifestyles since 1958 and coined the term "baby boomers" to represent the 78 million people born between 1946 and 1964. Smith and Clurman explain that the overarching values and priorities of the boomers are to remain youthful and play a vital role in society throughout their lives; they divide boomers into six major segmentsstraight arrows, due diligents, maximizers, sideliners, discontenteds, and re-activistsand explain that boomers will continue to move markets and spark change as they refashion retirement and redefine what it means to get older. Highly recommended for all libraries.Wendy Wendt, MarshallLyon Cty. Lib., MN

Copyright 2007 Library Journal, LLC Used with permission.

October 1, 2007
The authors, experts in social trends as they affect business, describe our 78 million baby boomers (born between 1946 and 1964) and their impact on society. Boomers want to be ageless, not old people, reinventing everything they encounter and seeking to change the world for the better with more time, money, and fewer distractions, whichallow them to do whatever they want. People within a generation have differences and change over time with maturity. However, they share common experiences during formative years, and for boomers these were economic prosperity and the spirit of self-expression as they came of age between the mid-1950s and the late 1970s with an emphasis on self, less-structured lifestyles, and an enriching personal environment. Smith and Clurman contend that boomers will stay involved and continue to profoundly affect social values, financial issues, family, home styles, leisure, work, and retirement. This is an excellent, thought-provoking book that will appeal to a wide range of library patrons.(Reprinted with permission of Booklist, copyright 2007, American Library Association.)