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Ep. 10: How Boomers are Changing Retirement with Matt Thornhill, author of Boomer Consumer

“A hundred years ago the average lifespan was 45 years. Now it’s 75 years. Boomers have reached this stage of life, let’s say age 60 or 65, and they have a completely different time horizon.”

Baby Boomers, a Powerful Demographic:

Our guest, Matt Thornhill, author of Boomer Consume: Ten New Rules for Marketing to America s Largest, Wealthiest and Most Influential Group, has spent his career studying the consumer behaviors of the Baby Boomer generation. From his early days a Madison Avenue advertising executive, to the last two decades as a founder of The Boomer Project think tank, Matt is an expert on what makes this generation tick, as well as how and why they will continue to transform growing older in America.

The Baby Boomer generation—adults born between 1946 and 1964—represents 44% of the US population, and in the next 5 years, they’re projected to hold 70% of US disposable income and buy 49% of total consumer-packaged goods.

This generation continues to smash cultural expectations and redefine the playing field. In this episode, we delve into the mind of the Boomer to understand what’s next for this active, opinionated, and powerful demographic.


What’s Next?

Do you consider age a number or more of a mindset? How has this affected the choices you’ve made about your future? Share your stories with us at or find us on your favorite social media platform. Have a question regarding this episode or its topics? Submit them online.

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