Penguin Speakers Bureau

Speaking Topics — Alexis Abramson, PhD

Debunking the Myths About Marketing to the 50+ Demographic
As more and more baby boomers move into their 50’s . . .

• Is your company well positioned to keep or capture their business?
• Would tweaking your product or extending your product offerings improve your prospects?
• Are your competitors doing a better job of selling or advertising to boomers?
• Are you just assuming your current advertising will spill over to the 50+ demographic?
• Are boomers actually aware of your advertising? Does your media plan ignore anyone over 48?
• Is your advertising message relevant to boomers?
• Do consumers find your advertising patronizing or off-putting?
  If you answered yes to any of the above questions, this presentation will empower your organization by helping you “debunk” the erroneous myths surrounding marketing to the 50+ population.

Caring for the Caregiver
This witty presentation offers solutions by answering the seven key questions that a caregiver must face:

• How can I juggle my various responsibilities?
• Why do I feel so guilty?
• How can I get family members to help?
• How can I avoid butting heads with my parent?
• How can I foster my parent’s independence?
• How can I cope with caregiving and a career?
• Will I ever get my life back?

What do Boomers Really Want?
Nearly 80 million so-called “baby boomers” were born between 1946 and 1964. Every eight seconds someone in this country turns 50 years old. More than one million Americans are expected to be 100 or older by 2050. Even better, boomers are expected to exercise $3 trillion in “spending muscle” over the next few years as more of them enter their prime-time earning years, 45 to 54. Baby boomers and mature adults control 50% of discretionary spending and over 77% of the country’s assets. Best of all, this aggressive, independent, rock-and-roll generation is hardly ready to turn “senior.” This presentation teaches you how to capture this lucrative segment of our population and gives sound advice on how corporations and individuals can not only attract but retain 50+ consumers.

Is Your Product, Service, or Message Boomer- and Mature-Friendly?
This presentation offers invaluable information to help organizations reach boomers and mature adults in a manner that is germane to their generations. The implementation of these efforts will enhance 50+ customer satisfaction and increase your organization’s bottom line!

The Business of Aging
This presentation explores the dynamic relationship between the “Graying of America” and opportunities to start new businesses and/or adjust current offerings to support the vast demands of boomer consumers. This presentation provides the audience with tremendous insight and ideas about what specific industries, products, and services will resonate with this burgeoning market over the next several decades.

Hot Buttons for Reaching Upscale Mature Adults?
This presentation discusses the expectations, demands, and spending patterns of mature adults and their purchasing and consumption habits. The presentation takes a close look at the buying patterns and preferred market place of both the upscale baby boomer (50–64) and the upscale mature adult (65+). The seminar also discusses “Trigger Hot Buttons” for baby boomers and mature adults, unique marketing and sales strategies, and proper messaging for this niche market.

The Effects of Gender, Race, and Class on our Aging Society
As the United States grows increasingly diverse, the mature population is becoming more racially and ethnically complex. Companies must become committed to diversity with regard to their employees, products, and services—knowledge is the first step in the right direction. Compelling research will be presented that illustrates how increased diversity among mature adults has heavily influenced their attitudes, values, perceptions, lifestyles, and opinions. This presentation also provides an opportunity to explore evidence and opportunities associated with these factors and offers unique ideas to help deal with an increasingly eclectic population of boomer and mature adults.

Capturing the Mature Market Through Gerontographics
The consumer behavior of older Americans has more to do with their outlook on life than their age. The physical, social, and psychological changes people experience later in life shape their needs and wants. These events and circumstances give rise to four distinct consumer segments with different ways of responding to marketing efforts. Perhaps no other consumer market justifies segmentation more than the mature market. The older people get, the more dissimilar they become with respect to their needs, lifestyles, and consumption habits. Yet many businesses still treat everyone aged 50+ in the same way. This presentation focuses on “Gerontographics” which is a segmentation approach based on the premise that the factors that make mature consumers more (or less) receptive to marketing offerings are directly related to their needs and lifestyles, which are in turn influenced by changing life conditions.

The Aging of Public Policy in the 21st Century
This presentation examines current facts about the size, distribution, and general characteristics of the older adult population. The presentation also gives the audience an up-to-date look at the latest public policy decisions encompassing subjects such as an aging workforce, social security, Medicare, and Medicaid—all of which will have a significant link to our aging population and its impact on impending legislation and the future of “age-based” public policy.

Key Demographic Trends of the Aging Population
This presentation investigates the demographic shift of the mature population in the United States and the major trends that can be anticipated from the vast Graying of America.

Marketing to Baby Boomer Women
Why are marketers obsessed with youth when women between 50 and 70 are the golden bull’s-eye of target marketing? These women are not a niche market—they are the market for companies savvy enough to understand their life transitions, their needs and perceptions, and their deep-seated hopes and fears. This presentation teaches listeners how to cultivate brands that resonate and connect with boomer women who in turn will offer these companies their trust, loyalty, and their incredible purchasing power.

How an Aging Workforce Creates New Opportunities and Challenges for Companies
This presentation clarifies how organizations can stay competitive by dealing with the future challenges of an aging workforce and managing significant knowledge loss.

The Lifelong Pursuit of Happiness and Empowerment
The presentation helps the audience discover how an extended lifespan will change our lives, outlooks, vocations, relations, and fiscal plans. In addition, the audience will be motivated (and moved) after hearing some of the phenomenal success stories of individuals who “reinvented” themselves and their lives after the age of 60!

Why Is Caregiving Such a Big Issue in the Workplace?
This presentation strives to enhance employers understanding of what they can do to make access to eldercare easier for their employees, potentially resulting in a dramatic increase in their bottom line. The presentation also reviews the five social trends that affect the “crisis of caregiving” in our society and addresses what our workplaces must do to make corporate environments more favorable toward these trends.