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Creating Results is a full-service strategic marketing, public relations and advertising agency with more than 15 years of experience. Our expertise is motivating mature 40+ consumers, including Baby Boomers, Silent (Ike) Generation and Gen X.
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Mature Marketing Links of the Week: Viral Videos and PR Success

July 28th, 2014 Posted by Beth Mickey

Happy Monday!  The mature marketing stories and articles of the past week that garnered the most interest focused on tips and tricks for making your marketing efforts as successful as possible.  Have something to add?  Be sure to share it in the comment section below.

MOST SHARED: You can learn a lot from music groups regarding how to make your videos viral sensations, according to a recent ReelSEO article.  The article examined success of the group OK GO, who in a period of just six days received over 1 million views their music video.  By looking at tViral Video tipsheir approach the author offered tips that can be applied when creating your own videos to promote your brand or organization, including:

* Keep It Simple: You don’t need to be flashy to be impactful and interesting.

*Make it Relatable: Know your audience and what matters most to them and incorporate within your video, you’ll encourage more shares and expand your reach.

Read the full story here.

MOST CLICKED: According to PR Newswire, over 1 million press releases were sent through the online service in the last year. For a marketer, that translates to a great deal of competition for coverage.  The service recently conducted a review of the releases to determine the perfect recipe for success in driving the best results. The finding: the more visual the better.

The results are clear – visuals drive more content views, and adding multiple media assets to your content (press releases, and anything else you publish online, for that matter) generates even better results.

In fact, according the their research, half of the top performing releases included visual elements. By incorporating as many visuals as possible you can help stories gain attention in a variety of mediums, encourage social sharing and help connect your story to your audience and make it more appealing.

Read more here.

What do you do to make your news stand out?  We’d love to hear your thoughts.

 

 

Mature Marketing Links of the Week – Encore Jobs and Marketing Flashbacks

July 21st, 2014 Posted by Erin Read

Chart - living US veterans by age group

 

On this date in 1930, President Herbert Hoover established the Veterans Administration. There are an estimated 21,972,964 living US Veterans, and it’s a decidedly gray group — 72% are over the age of 50.

As we wrote on this blog back in 2009, senior veterans are educated, adaptable and everywhere. Since that post another half a million veterans entered the 65+ block, which means their health needs are have only increased.

(Does your organization’s marketing program consider the values and perspectives of elder veterans?)

Don’t want until November 11 to thank a Veteran. Do it today.

 

Now, on to the week’s top mature marketing links.

1. MOST SHARED: Roughly 9 million Americans over 44 are working in “encore” jobs, using skills and earning a living, reports the Chicago Tribune. Some do so by choice — this is how they want to spend their retirement. Others by necessity — they found themselves involuntarily retired.

“… 9% of the 100 million people [ages 44 to 70] work in encore jobs, according to a 2011 survey by Encore.org, a nonprofit organization, and the MetLife foundation. An additional 31 million would like to …

The share of older Americans in the workforce has risen sharply since the mid-1990s, and polls show millions of people plan to work in years that once were classified as retirement.”

Read the article: http://trib.in/WyunAu

RELATED: Un-Retiring Presidents

2. MOST CLICKED: McKinsey & Company recently posted an article from its archives — 1966, to be precise — that looked at the “changing face of marketing.” The analysis of six major trends struck a chord with me … and with Creating Results’ followers on Twitter who clicked through and responded.

Many of the changes identified by McKinsey consultant John D. Louth in 1966 continue to be strong forces in marketing today.

1. The dominance of the customer - Louth wrote that “the end users of almost every company’s products are shifting in makeup, location, and number at an ever-increasing rate. The significance of this to senior marketing executives is twofold: First, they cannot—indeed, they must not—assume that yesterday’s customers will be available tomorrow. Second, they had better be certain that they have adequate sources of market information.”

Todd Harff and I have stressed this point in a series of presentations to senior living associations this year. Pointing out the best practices of global brands such as Nordstrom and Marriott, we emphasize that continuing care retirement communities (CCRCs) cannot base today’s selections and offerings on what residents who moved in 10 years ago like. Or even those who arrived 2 years ago. CCRCs must be thinking of what people who will move in 2 years from now want.

2. The spread of marketing research - “Beyond this value in reporting on historical and current conditions, however, I see a trend toward increased use of marketing research as a creative tool to help solve future management problems.” Well put, Mr. Louth!

3. The rise of the computer - “Generally speaking, I think it must be conceded that companies have dragged their feet in taking advantage of electronic data-processing analyses, online communications, and information-retrieval systems as tools to help make marketing more efficient.” The more things change …

4. Expanded use of test marketing - Louth notes that with rising costs of introducing new products and packaging and training salespeople, market tests can “narrow the odds of an error.”

5. Metamorphosis of field selling - Could Louth have imagined today’s network marketing? Every month I am invited to join or host a house party featuring baskets, jewelry, kitchen ware, natural skin care. At times the “party” is a one-day event promoted on Facebook.

6. Global market planning - “For the smaller company, this trend may emphasize the need to establish or strengthen export relationships so that it too may market on a worldwide basis. For many larger companies, it points to a day when the United States may be merely a domestic division within the worldwide corporation,” wrote Louth. Even CCRCs are not immune to globalization. The smartest ones are looking at what innovative, successful ideas are being implemented around the world, and then applying those learnings closer to home.

Read McKinsey’s archive feature: http://bit.ly/1kLELdB

The piece got a few of us flashing back, as you can see in this exchange with George Harben, of Prince William County Economic Development.

tweet exchange

 

Then George won the internet with the video he shared:

What do you think of the 6 marketing changes ID’d by McKinsey in 1966? Do they resonate with your challenges today? Please share your insights below.

Mature Marketing Links of the Week – Is that All You Blighters Can Do?

July 14th, 2014 Posted by Erin Read

Words! Words! Words! I’m so sick of words! 
I get words all day through;
First from him, now from you! 
Is that all you blighters can do? 

My teenage daughter and I watched the wonderful musical My Fair Lady this weekend. The Lerner & Loewe song “Show Me” seemed to perfectly capture the sentiment of last week’s top mature marketing links.

There’s Freddie, full of best intentions, desperately trying to connect with Eliza through passionate prose. There’s Eliza, tired of talking. If the movie were made today, she’d likely respond with Elvis’ “A Little Less Conversation (a lot more action).” Instead Eliza demands: “don’t waste my time, show me!”

Have mature marketers been too worried about the words, words, words they use? The items that got the most shares, clicks and comments last week had to do with the language of aging.

1. MOST SHARED: “Updating the Language of Aging,” an article by LeadingAge’s Jane Sherwin about why language is so important in the senior living industry.  Sherwin shows how leading providers are not just picking words that don’t offend but are choosing those that will uplift and empower.

Michelle Seitzer of SeniorsForLiving summed it up when she shared the link:

updating-language-of-aging-tweet

Can words change the world? Read the piece at http://bit.ly/1mwDomu.

2. MOST COMMENTED: “Banana-fana Fo-senior …The Name Game and 50+ Marketing.”

This post on this blog generated some great discussion. We shared the results of two surveys related to the language of aging — namely, which words are loathed and which are liked. (No age-related labels seem to really be loved.)

Deb Unger is definitely in the show me camp. She wrote on the blog:

“Don’t market to my age. If you do you are in essence telling me what I should like or use based on my age. Market to a person instead and let me decide if it’s for me regardless of my age.”

Ronni Bennett, elderblogger, journalist and source of one of the two polls, countered:

“I don’t agree that descriptive words for old people shouldn’t refer to their age. There are a zillion reasons stories, reports and advertising need to target by age – sometimes for medications or for over-the-counter products (I, at 73, don’t need acne cream and it’s a waste of advertisers’ money to include me) and any reporter would be negligent to not declare teen, young adult, elder, etc. when they don’t have an age to report.”

The conversation’s just begun. Add your two cents here: http://bit.ly/1oVuRtA

3. Also of note:  No matter what marketers choose to call older adults, we can connect by understanding the stress they’re under and showing them we have solutions. NPR Health had a fine series of reports on stress last week.

What stresses older adults? Health problems are the dominant concern for seniors, while money is tops for baby boomers.

Table - Reasons for Stress by age group - NPR, Robert Wood Johnson, Harvard Health

The study was conducted by NPR, the Robert Wood Johnson Foundation and the Harvard School of Public Health. Read more here: http://n.pr/1jHUM9q

 

My solution to stress? Curling up on the couch with my kids and a good movie. And singing along with Eliza as she uses words to change her world.

Banana-fana Fo-senior … The 50+ Marketing Name Game

July 9th, 2014 Posted by Erin Read

leslie nielsen - don't call me shirley* A new ecommerce site debates, do we create a category for 40+ products or for aging needs or for more complicated prescriptions?
* A senior living community wants to ban the word senior from brochures.
* A 55+ housing builder wants to strike the word retirement from its website.

Across industries, marketers wonder … is any word safe for 50+ marketing anymore?

(Walking) Sticks & (Rolling) Stones

While Creating Results has addressed the “language of aging” on this blog before, the issue is not going away. And rightly so.

Today’s 50+ers are different than those of the same age in the 1970s. The industries that serve them are different, most notably in senior living where there has been a huge shift from a culture where older equaled frail patient to one where older now equals vibrant community member.

Why were marketers surprised that today’s older adults began challenging the words used to depict (and at restrict) them? The Silent Generation (born 1925-1942) is the same one that led the fight for women’s rights, civil rights, and gay rights. They didn’t do that without kicking several words to the curb. Then there are the rarely-silent Baby Boomers (born 1946-1964). As they clock more time on the planet, they’re calling a time-out on limiting words like cane or retirement, opting for positive-skewing walking stick and encore, instead.

As perceptions change, so does language. And as language changes, so can perceptions.

As Jane Sherwin wrote in an excellent piece for LeadingAge Magazine last month,

“It’s more than the changing population that is driving this new awareness of language, according to Karen Schoeneman … a consultant on culture change. She says that as early as the 1980s there was a growing interest in changing a culture that represented patients as objects through its institutionalized terminology.

‘You can’t just use words, you have to change your outlook as well,’ says Schoeneman. ‘You have to change your culture to more of a community, you have to wake up to how you are treating each other. It’s gradual, a journey. Change in culture and words are almost simultaneous.'”

This is why when senior living leader North Hill embarked on a multi-million dollar campus transformation several years ago, one of their first acts was a training and discussion series about words. They built up their culture before tearing down buildings.

You’ll find the LeadingAge piece and some excellent resources here: http://bit.ly/1mwDomu.

The Words We Love … and Loathe

Two new surveys may offer guidance for this 50+ marketing name game.

1) Ina Jaffe is the aging reporter for NPR. After taking on this beat, she quickly came up against the language issue. When someone put a headline of “Elderly” on a profile of a 71-year-old midwife, “Listeners were furious,” she said.“Maybe once upon a time, ‘elderly’ referred to a particular stage in life, but now people think … it means you’re ailing and you’re frail.”

This prompted NPR to do a survey of its own. “Older adult” emerged the dubious winner — it’s liked by 43% of respondents; nearly 1/3 liked “elder” and nearly 1/3 liked “senior”… but not if paired with the word “citizen.”

As Jaffe reported yesterday, “The category of dislikes had the most enthusiasm. There were about three and a half times more votes cast for terms that didn’t like than for terms that they liked. And I can sum up the overall response by saying that they disliked pretty much everything.”

It wasn’t the obviously offensive terms like “geezer.” Many aging industry-promoted phrases like “positive aging” are disliked as well.

You’ll find the NPR results at http://n.pr/1oFkwCa.

2) The fact that Ronni Bennett calls herself an “elderblogger” and frequently posts as “Cranky Old Lady” should give you a sense of her personality. In May she decided to get a sense of her readers’ preferences for aging language.

Like Jaffe, Bennett found that people are very definite about words they DON’T like, but can’t really say what they DO like. Note that some words showed up in both the yes and no columns:

Table - names to use for older adults. TImeGoesBy poll, May 2014

Bennett doesn’t pull punches, and she has little patience for those who do.

“The cutesy-poo names and descriptions like golden ager, third ager, oldster and Portland, Oregon’s transit designation of ‘honored citizen’ are embarrassingly patronizing. In American English, no other age group but old people are singled out for disrespect in this manner.”

You’ll find Bennett’s results here: http://bit.ly/1mGkFqc. (For more insights, be sure to read the comments while you’re there.)

Ageless Marketing vs. Age-Specific Markets

When we last blogged about aging language, Marilynn Larkin shared this comment:

“How about ‘people’? ‘Customers’? ‘Members’? The longer I work with companies that try to market to boomers, seniors, whatever–the more convinced I am that a demographic –age– is NOT a market. “

That post was almost exactly one year ago. I’d love to hear from readers — has your language changed in this past year? After these recent surveys, will it change in the next?

Or maybe I’m really asking, can 50+ marketing have it both ways: can we find ageless language that connects with consumers segmented by age?

Mature Marketing Links of the (two) Week – “Unexpected Stories,” New 65+ Data

July 7th, 2014 Posted by Creating Results

san-fermin-pamplona-running-bullsToday begins the festival of San Fermin in Pamplona, Spain, in which small groups of bulls are let loose in the streets while white-clothed runners try to stay ahead of, on top of, or pretty much anywhere but under the bulls’ hooves.

It started out as a boring thing – a way to get the animals from the corral to the bullring. Then runners unexpectedly began joining the journey to the ring and now … The story of Pamplona and the running of the bulls has been memorialized by Hemingway and captures worldwide attention each year.

This past week, our top mature marketing content item was all about the unexpected. Ann Handley, Chief Content Officer for MarketingProfs and fantastic source of marketing insights, told blog readers that the key to “Breaking Out of Boring” was to “Tell Unexpected Stories.”

It was by far the most re-tweeted, favorited and clicked item on Creating Results’ social networks these past weeks.

Many brands wish they could break out of boring, but they believe they don’t have the flash of major consumer products or they operate in highly-regulated industries. Ann says LinkedIn “has become the poster child for a staid brand evolving its brand by telling unexpected stories.”

How does LinkedIn do it? Here are her three take-aways:

1) Tap into broad, universal themes. Ann’s example was of a musician’s story that tapped into the idea of ambition. For senior living, there are many aspirational ideas that elders relate to — choose the ones that help them imagine a better quality of life in your community.

2) Put the customer at the story’s center. As Ann writes, “Paradoxically, your “story” is not about you—it’s about what you do for others.”

Personally, I see this as the no-bull clause (pun intended). It is especially important for marketing to baby boomers. They’re not the me-generation the media portrays them as, but they won’t buy unless they know what you’ll do for them. Sharing the customer’s story (and therefore yours) also is more authentic. Remember: boomers were the first generation to be mass-marketed to; they can smell a phony a mile away.

3) Have a kick-ass call to action. 

What makes a call to action kick-ass? Click here to read Ann’s post and find out.

 

A few more attention-getting / attention-worthy items: 

* A new report from the US Census Bureau reveals interesting trends among Americans age 65+, and NextAvenue summarizes some highlights: http://bit.ly/1j8kvXS

– For instance, while labor force participation by men over 65 years old has dropped “precipitously” since 1950, participation by women of the same age has increased.

– From 2000 to 2010, the 65+ population grew by 15.1 percent overall. Where will you find older adults? Try Florida, the state with the highest percentage of residents 65 and over (17.3 percent). West Virginia and Maine rank #2 and #3 for highest percentage of 65+ers. The states with the lowest: Alaska (7.7 percent), followed by Utah and Texas.

– Social Security remains a critical source of income for older adults, especially the poorest Americans, as the chart below illustrates.

social-security-americans-over-65.censusbureau

* From the blog “vaults”: 10 practical PR tips for developers of 55+ and senior living communities: http://bit.ly/1qbkykx

* A look at DC’s newest metro line, the “colossal” expectations for it, and how it could shape the future of the American suburb: http://bit.ly/1qDAlLe

RELATED: A scholar is quoted in the article as saying “That’s where the market wants to be: in these walkable, urban locations.” Creating Results’ Todd Harff took a look at a critical part of that market — older adults — in last year’s post What Do Baby Boomers Want In a Home?

* Steve Farnsworth (@Steveology): Old school marketing yells and sells. Content marketing says, “I might have a solution that can help you.”

 Could Creating Results have a solution to help you and your colleagues achieve your goals? Check out our content — new case studies! — for some ideas and inspiration, then give us a call at 888-205-8899.

Mature Marketing Links of the Week: Landing Page Tips & “Free” ROI

June 23rd, 2014 Posted by Beth Mickey

Happy Monday!  It’s hard to believe that June is coming to a close, where did the time go?!  Let’s jump right into the mature marketing news that had people talking this past week.  Have something to share?  We’d love to see it in our comment section.

MOST CLICKED: As more and more mature consumers flock to online avenues for gathering information about your brand and moving themselves father down the purchase funnel, having a sound landing page strategy is critical. First and foremost, your landing page should serve as a vehicle for lead capture. Ed Kedzierski recently shared his tips for creating great landing page forms:

*Avoid lengthy fields: Keep it simple as long forms can be a huge turn off.  Rule of thumb: if you aren’t going to use the information don’t ask for it.

*Adjust the styling of your form: Make your form appear even shorter—less is more when it comes to driving completions.

*Don’t Submit: Try other wording on the button to capture information that more closely relates to the action and drives higher conversions.

*Eliminate Fear: We found in our Social, Silver Surfer research that privacy concerns run high, especially among boomers and beyond.  You’re capturing personal information, put people at ease by including your privacy policy and reconfirming a safe submission.

Read the full article here.

Related: Learn about Creating Results’ digital initiatives and discover how we can help you maximize your ROI.  Visit our website.

MOST SHARED:

Free ROI  In an age where everyone is looking to stand out, incentives are typically a go-to for quickly driving prospect interest and action. Marketing Profs recently shared an article regarding free offers and how you can measure effectiveness.

The reality is that free is never free for the marketer. There’s always an expense that has to be paid, even if it’s not paid by the customer. Moreover, that cost is often higher than marketer anticipates.

The article explored a variety of “free” incentives, including product and content, along with benefits to utilizing each.  At the end of the day, as marketers it is our job to evaluate potential incentives we want to include and ensure it is not only worth the cost but relevant to our brand.

Read the full post.

Mature Marketing Links of the Week – Tablets for Responsive Design, (un) Retirement

June 16th, 2014 Posted by Erin Read

Three bears, two speakers, and one exciting milestone. Let the round-up of top mature marketing links begin!

Older woman at North Hill senior living using iPad.

iPads in use at North Hill senior living.

1. MOST SHARED: Goldilocks and websites: Why designers should see tablets as “just right.”  http://bit.ly/T0Q8GQ In this post by Monetate, Nathan Richter suggests that tablets are the perfect device for designers to focus on when trying to improve user experience.

“Tablets, which continue to eat up market share, are not just ‘middle of the road’ options when it comes to design. They offer a ‘medium-sized’ view that might be ‘just right’ for all your digital touch points.”

Tablets are especially popular with baby boomers, which might explain why this tweet got so much attention last week. 38% of younger Boomers (ages 45-54) own one, along with 28% of older Boomers (ages 55-64) and 18% of 65+ seniors. As we wrote in April,

“Start thinking about, testing and perhaps re-designing your emails and website for better mobile experience. Because whether older people are using desktops, smartphones or tablets, they’re more connected than ever and their expectations are rising.”

RELATED:  Smartphone, Tablet Use by Age and Gender, and  Baby Boomers: Past, Present, Powerful (Future of Media)

2. MOST CLICKED: Look who’s speaking at the International Conference on Active Aging conference in Orlando! http://bit.ly/1p9bnR5 Todd Harff and I are thrilled to be part of an exciting new addition to what is always an exceptional conference — a Marketing Symposium on November 12. Boomer expert Dr. Alexis Abramson and RLTV’s Elliot Jacobson are the other speakers for the day.

3. Also of note

Fairing Way 55+ community groundbreaking

* Congratulations to client Fairing Way for breaking ground on their new 55+ community! Creating Results has have been privileged to hel

RELATED: Case study – direct marketing newsletterp Fairing Way drive leads, capture deposits and make their way towards this milestone.

* Ina Jaffe of NPR reports on a new study that finds nearly half of people surveyed who say they’re retired are working or have worked in the recent past. And nearly three quarters of baby boomers say they plan to stay on the job past retirement age.  Listen to the story: http://n.pr/1kShT0b

RELATED: Re-thinking Retirement – 6 Lessons for Marketers, and Working for a Life (Not A Living): How people who refuse to retire are changing 55+ communities

Mature Marketing Links of the Week – Capturing Content, Continuing Careers

June 9th, 2014 Posted by Erin Read

Today is the birthdate of American composer Cole Porter, inspiring us to add a little musical flair to our weekly round-up of top mature marketing links.

You’re The Top: The tweet receiving the most clicks this week taught us that email continues to be a top marketing channel for reaching affluent consumers, especially older affluents. A Luxury Institute survey found more than twice as many people with incomes of $150,000 or more would choose email over text.

 Chart - affluents prefer email to text, a Luxury Institute survey shows

More data: http://bit.ly/1puyoyY

Anything Goes: What do you do if you’re a PR person and there’s just no news? Shift Communications’ Christopher S. Penn says if you don’t have information of your own to push out, be capturing it from other sources. Specifically,

* Capture with your smartphone’s camera every day

* Capture while reading (my own approach – you should see the index of mature marketing links I have for future content!)

* Capture other captures

Read the post: http://bit.ly/1kVOktp

Don’t Fence Me In: What do older adults want in retirement? Part time work. Full time work. Flexible schedules.

According to a new Merrill Lynch study, fewer and fewer want to actually retire in retirement, to stop working altogether. As was reported on NPR, “almost half the people who say they are retired are still working or have worked in the recent past. Nearly three quarters of baby boomers who are not yet retired say they plan to stay on the job past retirement age.”

Hear Ina Jaffe’s report: http://n.pr/1kShT0b

Read Creating Results’ past posts on retirement: http://knowledge.creatingresults.com/category/retirement/

 

Happy Monday! And, happy birthday, Cole Porter!

Mature Marketing Links of the Week: Internet-Depression Connections and Aging Realities

June 2nd, 2014 Posted by Beth Mickey

Happy Monday! This week’s mature marketing articles of interest recap is double the pleasure, as we missed last week as our staff took time out to commemorate Memorial Day.

maya-angelouBut first, we’d be remiss if we didn’t acknowledge the passing of Maya Angelou. So much has already been said to honor her memory and spirit, so we just simply say thank you. Thank you for your inspiration. You will be missed.

MOST CLICKED: As we age it’s not uncommon to experience feelings of loneliness or isolation, which can lead to depression. A recent study examined the role of internet usage and it’s impact on seniors battling depression, and found reductions of up to 30 percent by those who use the internet regularly.

“That’s a very strong effect,” said Shelia Cotten, a Michigan State University professor of telecommunication, information studies and media who led the project. “And it all has to do with older persons being able to communicate, to stay in contact with their social networks, and just not feel lonely.”

While the internet is not a cure for depression, it does foster engagement with family and friends who may not be readily accessible, leading to a positive impact on an individual’s emotional wellness (especially among those seniors who live alone).

Read the full story here.

MOST SHARED: “Americans over 50 have a completely irrational view of their own aging,” at least that’s the position of a recent MediaPost commentary. The post, referencing recent findings from the Pew Research Foundation, compared Boomer’s attitudes towards aging and for many what can be very a different reality.

The eternal optimism of the Boomer generation consistently trumps the reality that they experience everyday. Boomers believe that they will be healthy and vigorous until the end of their lives at which point they will simply cease to exist. No debilitating disease, chronic condition or slow deterioration of mental faculties for the boomers…they’ll be fine…until they’re not.

These insights mean that as marketers we should examine how we position our services and messaging to address both the realities of the situation and the belief that life is swell and all is well. How do you strike this balance in your marketing? Please share in the comment section below.

Click here for the full article.

WORTH MENTIONING: PRNews recently shared tips for how to avoid the dreaded Twitter muting feature. As marketers it’s a delicate balance in providing relevant content and overwhelming our audience. The article outlines ways to avoid having followers tune you out:

*What is your biggest marketing goal? Be sure you aren’t sabotaging that with your channel plan.

*Create a calendar to help the process seem less daunting. Watch times of day and days of the week that work best for your audience.

*Listening is as important as sharing. Instead of pushing out content, why not ask a question to preface that content? Give people a reason to engage.

Click here to read more.

Mature Marketing Links of the Week: Boomer Dreams and The Meaning of Life

May 19th, 2014 Posted by Beth Mickey

Happy Monday!  There is a lot to share so let’s jump right in.  This week’s mature marketing stories of the week focused on following your dreams and defining meaning. Have something to share?  Be sure to include in the comment section below.

MOST CLICKED:

Boomers fulfill retirement dreamsAd Age recently showcased a series of online ads for Prudential, which drove a significant number of shares this past week.  The series of films by Droga5 follows a number of retirees embarking on new chapters in their lives. From a retired postal worker who dreams of being a filmmaker (and makes it a reality), to a former real estate broker who has always wanted a career in the fashion industry and becomes a designer for a well-known fashion house, these videos demonstrate that the “golden years” for many mean exploration and adventure of new (and resurrected) passions.

“People in retirement are part of one of the biggest brain trusts in the world. Clint Eastwood, for example, didn’t start directing until after retirement age. People are doing extraordinary things and we wanted to showcase that.”

Click here to see the videos.

MOST SHARED:

Does the meaning of life change after you turn 60? This is the question one author posed to 43,000 women as she searched for the answer in a recent Huffington Post, Post 50 article. Is purpose defined by life stage?  A simple question yet one that drove a variety of responses from the women who participated in the study.

Here are just a few examples of how some defined their meaning:

* Being true to who I am

* Inner peace

* Waking up

* Sanity

* Money

* Getting my PhD.

* Family

* My husband

What would you say is your definition of the meaning of life?  Be sure to share in the comments below.

Click here to see more responses.

 


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