Getting Better With Age

Let's be honest too many business books are thin insight and obese with padding, 300 pages should often be presented in article form, as a blog or in extreme cases a tweet. It’s with cynicism that I approach Peter Hubbell's 'Getting Better with Age - improving marketing in the age of ageing' having noted from the sleeve notes that this is his second book on the subject (the first being 'The Old Rush - marketing for gold in the age of ageing') and that he owns a New York ad. agency called 'Boomagers' specialising in communication to over 50s. I see an agenda emerging.

The book is written in three parts;

Part one - The world is getting older and this audience 'of age' are a vibrant, affluent, unpredictable lot who are of enormous value to brands.
Part two - 5 examples of products that get better with age with tenuous links to the ageing population. These analogies (wine, leather, cheese, memories and iron skillets) felt like fillers and are disconnected from the central thrust of his argument.
Part three - Fifty ways to better market to an audience 'of age' a collection of lessons from his career in marketing loosely connected to his theme. The majority of tips are good old-fashioned common sense that applies to all marketing.

As a baby boomer 'Ad man' I agree with what Peter had to say about the value of this audience. The facts are irrefutable as those born between 1946 and 1964 are working longer, earning and spending more than any other cohort in history. The author makes a clear and compelling case for what he calls the 'longevity economy' and backs his central thesis with concrete, albeit exclusively American statistics.

However this book is a long walk for a short drink. Yes ‘Boomers’ will continue to be the most valuable and influential audience for brands in history but I doubt they want to be patronised by ads for comfy shoes in the Sunday Telegraph any more.

Who is this book for?
Gen X & Y marketers unconvinced by the power of the 50+ audience.

What is this book for?
To promote the need for 'Boomer' expertise and the author's agency.