The Marketing Book Podcast

The Marketing Book Podcast: "Getting Better with Age" by Peter Hubbell

Written by Douglas Burdett | Oct 28, 2016 11:00:00 AM

Getting Better with Age: Improving Marketing in the Age of Aging by Peter Hubbell

Peter Hubbell is the Founder and CEO of BoomAgers, an advertising agency dedicated to understanding aging consumers.

In this role, Peter has become one of the pre-eminent marketing communications experts in the global aging space and is a much-sought-after speaker on Boomers and aging.

He is also the author of "The Old Rush: Marketing for Gold in the Age of Aging" which is a primer for marketers who want to understand the impact of aging on the Baby Boom generation.

And he grew up on a dairy farm and is now an ad man in New York City.

The Host's Perspective:

This book is the second volume in Peter Hubbell’s Age of Aging series. His first was “The Old Rush – Marketing for Gold in the Age of Aging.” It’s amazing why so many companies don’t market to the aging population more than they do.

Let’s start with the numbers.

As outlined in the book, Baby Boomers, a generation of US consumers born between the years 1946 and 1964, total 76 million. They control 70% of the country’s disposable income, and will soon represent 50% of the US adult population.

That brings to mind the bank robber Willie Sutton’s answer to the question of why he robbed banks:  “Because that’s where the money is.”

Living in the Age of Aging does a masterful job of making the business case for marketing to the aging population, not just in the US but internationally.

The book also explains why a lot of the marketing to the older demographic is so embarrassingly ineffective, and how you can avoid that. Specifically, the second half of the book has 50 (a good number!) pieces of practical advice to help you initiate, plan, and execute a productive program for marketing to age.

Listen to the Interview:

Show Notes:

"Getting Better with Age: Improving Marketing in the Age of Aging" by Peter Hubbell

"Deer Hunting with Jesus" by Joe Bageant

"Stoned" by Aja Raden

"Invisible Influence" by Jonah Berger (Marketing Book Podcast interview)

"The Business of Choice" by Mathew Willcox (Marketing Book Podcast interview)

Peter's Agency (

BoomAgers Twitter (@BoomAgers)

Bob Hoffman's "Why Do Marketers Hate Old People?"

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