As a baby boomer who’s aware of my impending status as part of the “mature market” — and a marketer by trade — I’ve been reading with interest “Serving the Ageless Market” by David B. Wolfe.

It’s a very detailed primer on how to sell to the 50+ market, and while the whole of it is fascinating, it was just this week that I read that, as a group, the “older” among us are unselfish, driven by altruism, and have a real need to do for others.

(In other words, marketers had better portray boomers, seniors, and the elderly in roles they wish to identify with!)

With bad news in the driver’s seat most of the time, this is a spot good news…that we’re about to enter an era where our largest target market — the 50+ — puts POSITIVE values first.