Category — Move Beyond Age

So much has changed since our last issue of C2! The one constant is that the economic outlook continues to provoke anxiety. Older adults appear to be faring better in some respects than younger generations, though our studies show they continue to live under a cloud of worry. Many are expressing this as the loss of the American dream for younger generations, particularly their children and grandchildren.

Continuum Crew has experienced positive growth as the mature consumer market continues to be able to spend on a number of products and services for themselves and their extended families. In fact, a new MetLife Report on American Grandparents (July 2011) notes that households led by those aged 55 to 64 increased their non-health related spending by an average of $11,700 over the past ten years, when their household income rose just $1,200. Further, in the same ten-year period 55- to 64-year-olds spent $7.6 billion on baby food, infant equipment and clothing, toys, games, and tricycles – a 71% increase. Household spending for the 25- to 44-year-old households with children present saw a far smaller rate of increase indicating that baby boomer grandparents are helping in all new ways. (Bureau of Labor Statistics Consumer Expenditure Surveys).

It has never been more important to listen carefully to consumers to understand what they want from products and services, and how they want to be engaged. Continuum Crew launched Crew Media earlier this year to purchase Eons.com – the only baby boomer social network. Founded in 2006 by Jeff Taylor, also founder of Monster.com, Eons has more than 800,000 members who have started more than 1,700 groups focused on their passions and interests. Learn more about it from community manager Ri Regina on page 13.

Also under the Crew Media banner is our partnership with GRAND – the digital magazine for the grandparenting lifestage. As a first-time grandmother to baby Gabriel McClain, I am proud to be GRAND’s new publisher.

Another initiative we launched this past spring is Move Beyond Age, a coalition of individuals and companies who are committed to making smart design a quality of life issue. We are encouraging companies to design better products and services for older consumers, which in turn create better experiences for every generation. Take a look at Jeffrey DeMure’s article on the Bookend Markets, Bill Yates on GreatCall, and Stephen Winner on the Silverado Story, for examples of companies and thought leaders who understand the importance of designing smart products and services.

Also new to Continuum Crew is The Business of Aging radio show on WeEarth Global Radio Network – WGRN. The show is also available here on our blog and on iTunes. In this issue we share our first show of the season, an interview with Patricia Lippe Davis from AARP Media Sales on her view of the mature consumer marketplace. We are currently in our second season and hope you will join our listenership as we talk about successful strategies for engaging consumers over 40.

With that, I am pleased to present to you our latest issue of 
C2 magazine, Issue 27, Autumn 2011

Available for download here.

Thank you for your continued enthusiasm for our market and our work here at Continuum Crew!

Lori Bitter,
Editor-in-Chief, C2 magazine

Have you walked through a home that just “felt different” from the previous homes you explored? Do prefer Target to Wal-Mart, or Lowes over Home Depot for your big box shopping, but are not clear why? Will you return to a favorite web site because you can find what you’re looking for, it feels easy to navigate and you can complete a transaction? Have you held an OXO vegetable peeler and wondered why on earth anyone ever used the one in your Grandma’s utensil drawer?

[Read more →]

If you are an entrepreneur, marketer or corporate strategists targeting the mature consumer, this is a must attend event. Produced by Mary Furlong & Associates, The Silicon Valley Boomer Venture Summit and Business Plan Competition is taking place this Wednesday June 15 at Santa Clara University in Santa Clara, CA. The event brings together entrepreneurs, venture capitalists, industry analysts and business leaders in the field of aging to create a unique forum to explore business ideas, share trends and best practice information and design products and services that will serve the baby boomer market in the coming years. Among the topics addressed by the gathered leaders about serving or investing in companies that will serve the boomer market are where and why venture capitalists are investing heavily in the boomer market and how key analysts segment the market and evaluate opportunities.

This is where I’ll be, let’s connect!

Wednesday, June 15 - 11: 25 a.m. – 12: 10 p.m.
Lucas Hall
Session: Moving Beyond Age to Better Design
Major companies are failing to recognize the impact of the aging population on the design of their products and services; as these products and services are developed, consumer insight and usability is happening too late in the process – or not all. Further, there is little recognition that designing well for an aging population creates better design for all. These panelists know thoughtful design complements an aging society, producing beautiful, usable and smart products. Join this conversation about elevating design as a key quality of life factor for every population in society.
Moderator: Lori Bitter, host of “The Business of Aging” on Positive World Radio Network/President & CEO of Continuum Crew and Crew Media/Founder of the Moving Beyond Age Coalition
Gadi Amit, President/Principal Designer, New Deal Design and Contributor to Fast Company
Jason Popko, Robert Bosch Healthcare and Founder of Good Design Age Well

And be sure to sign-up at registration to join me at my hosted table for Lunch on the Lawn.

Get the full agenda here

To register for the Silicon Valley Boomer Venture Summit, click here, and use our Continuum Crew code SVCC11 to receive a 20% discount.