The Age Curve: How to Profit from the Coming Demographic Storm

The Challenge of Marketing to Silents

Of all the miscalculations that occur regarding generations, Silents are miscalculated most often. Fortunately, with the exception of the assisted-living industry and retirement homes, those miscalculations have had the least consequence. Yet marketers can look at this “dip” in live births and learn from it.

For example, Jeb Bush, the brother of President George W. Bush and former governor of Florida, was concerned about ten years ago that retirees no longer favored Florida as the place to enjoy their later years. It seems that retirement communities were seeing a serious drop-off in new arrivals and Jeb was rightfully concerned. He speculated that Arizona was offering a better deal, so he appointed a blue-ribbon ...