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Generation Ageless: How Baby Boomers Are Changing the Way We Live Today . . . And They're Just Getting Started Hardcover – October 2, 2007


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Product Details

  • Hardcover: 320 pages
  • Publisher: HarperBusiness; First Edition edition (October 2, 2007)
  • Language: English
  • ISBN-10: 0061128988
  • ISBN-13: 978-0061128981
  • Product Dimensions: 6 x 1 x 9 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #758,335 in Books (See Top 100 in Books)

Editorial Reviews

Review

“Highly recommended.” (Library Journal)

“[A] very useful piece of work, particularly in its exploration of the way today’s grown-up baby boomers differ from previous generations: their refusal to grow old gracefully and, indeed, their conviction that they are not growing old at all.” (Financial Times)

About the Author

J. Walker Smith, Ph.D., is the president of Yankelovich, Inc., and a nationally recognized expert on marketing and social trends and their impact on businesses. He oversees The Yankelovich MONITOR®, which for more than thirty-five years has been the foremost tool tracking America's lifestyles and values. Once described by Fortune as "one of America's leading analysts of consumer trends," he is a well-known author and speaker with an eye on breaking trends in American society. Smith is a regular guest on network business news programs and is frequently quoted in the press. He lives in Atlanta, Georgia.



Ann Clurman, a senior partner at Yankelovich with more than twenty-five years of experience with The Yankelovich MONITOR, is a widely recognized authority on consumer trends and generational marketing. A much-sought-after speaker at industry forums and a consultant to Fortune 500 companies, she is known for her creative energy and strategic insights, translating MONITOR findings into profitable marketplace initiatives. She lives in New York City.


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Most Helpful Customer Reviews

11 of 12 people found the following review helpful By Amazon Customer on February 12, 2008
Format: Hardcover
Generation Ageless

By J. Walker Smith and Ann Clurman

Generation Ageless: How Baby Boomers Are Changing the Way We Live Today...And They're Just Getting Started, by J. Walker Smith and Ann Clurman, is a book you must read. Why? Because people will be talking about it! And those in the know know to read this book!

Baby Boomers--you may have heard the phrase, this catchword many times; but did you know there are 78 million of them? After reading this book, I believe there are even more-for surely there are those, like me, who were born on the "cusp--9 months before 1946!" and see themselves more like boomers than any other group!

Yankelovich, Inc. began studying consumer values and lifestyles in 1958. As I started reading Generation Ageless, I did not realize how the activities by a company, about which I knew nothing, could be writing about--me! It was at first exhilarating--then it got downright eerie! Yankelovich chose to begin studying Americans through the gathering and analysis of data by generations. Certainly, they could not have projected at that time that the generation born during the years 1946 to 1964 would become the largest group of any during the last century! Due to the number of individuals, it is also perhaps one of the most influential groups of people in the past and for the foreseeable future.

Generation Ageless is extensive and covers many issues. In some ways, it is like reading a biography of 78 million people, in one book! In another way, it is pure demographics about Baby Boomers. At the same time, every marketing agent should be studying this as a textbook! Put all together, it is one of the most interesting and informative books I have ever read!
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10 of 11 people found the following review helpful By The Culinary Tourist on February 27, 2008
Format: Hardcover
The April issue of Writer's Digest arrived in my mailbox on Saturday and I've been in a snit ever since. "Publish Your First Book after 50," said the headline, but here's the real kicker -- "Who says publishing is a young person's game? Here are an agent's tips to writing and publishing well into your golden years."

Golden Years? Excuse me, but the writer must have been addressing his article to my 80-year-old parents. It'll be another quarter century before I reach MY golden years, thank you very much.

WD editors clearly haven't read Generation Ageless: How Baby Boomers are Changing the Way We Live Today ... And They're Just Getting Started.

"It is pretty well recognized that Boomers should not be addressed as 'old people' or 'seniors.' This language does not resonate with Boomers and usually alients them," say authors J. Walker Smith and Ann Clurman, of Yankelovich, Inc., a leading consumer research company that has helped marketers understand consumer values and behavior since 1958. "On the other hand, they are responsive to marketing that uses an active, lively, youthful tone."

Ours is a generation that not only can't afford to retire, we don't want to. We are constantly reinventing ourselves, breaking all the rules and looking for ways to make a difference in a changing world. And still, we are not satisfied, which opens a window for marketers who can make a convincing pitch.

Baby Boomers are not all alike, and the authors slice and dice the data so thin you can slip it into a dozen different pair of skinny jeans without even holding your breath.
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4 of 6 people found the following review helpful By Linda S. Thompson on September 7, 2008
Format: Hardcover Verified Purchase
J. Walker Smith truly knows his subject. After hearing him speak, I just had to purchase the book. It's packed full of information for those seeking to understand the Boomers and what makes them tick.
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