For the Future of Business 40+ is the New 18 to 34

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America’s Leading Analysts, Strategists and Researchers on Baby Boomer and Senior Consumers Assemble at What’s Next Boomer Business Summit in San Francisco on April 29, 2011

By inviting the most innovative companies and top thought leaders, you can get insight and intelligence that will help you understand the market dynamic. What worked in 2009 is not the same as what works today

From the start of 2011, as the first of the baby boomer generation began turning 65 years old, almost daily stories in the media are being generated about the issues, needs, impact, influence and sheer size of the eldest of our population. The growing discourse includes the changes to retirement, the fact that the 55+ age group is the fastest-growing segment of entrepreneurs, the call to advertisers that they can no longer afford to ignore this audience, and announcements of new outlets catering to these demographics (this month USA Today launches new Mature Living magazine and PBS launches new digital property Next Avenue this year). From aging-in-place technologies to universal design to social and mobile media, the overall wealth of opportunities in meeting the needs of this mature market is the purpose of the eighth annual What's Next Boomer Business Summit, held April 29 in San Francisco. There the country’s leading analysts, top researchers and executive strategists will gather to introduce new research, products and services, and to present the definitive ways to reach and successfully sell to baby boomers and senior consumers.

The event tracks will explore the trends in the areas of social media, alternative distribution, mobile, local and search, entrepreneurship and social entrepreneurship, and design and technology.

Agenda highlights include:

  •     Plenary speakers Vint Cerf, an Internet ‘co-father’ and vice president and chief internet evangelist at Google offers his fresh look at the future, and Guy Kawasaki, author and venture capitalist, will explain how to influence people's hearts, minds and actions through the power of enchantment, to bring about voluntary and enduring change.
  •     Jody Holtzman, senior vice president, thought leadership, at AARP will be presenting the latest research from their study, Healthy at Home 2.0, a follow-up to their 2008 report.
  •     How do boomers' housing choices reflect the realities of their adult children boomeranging back home, or elderly parents needing caregiving, or raising grandchildren? Best-selling authors Ciji Ware and Gail Sheehy give their viewpoints on the future of boomers’ housing choices, in a session that examines the data on trends in housing in our post-bubble world.
  •     Laurie Orlov, founder, Aging in Place Technology Watch , and Lyn Jeffery, director, technology horizons program, Institute for the Future, will share the latest trends on how technology can transcend geography for families.
  •     Jeff Hasen, chief marketing officer, Hipcricket, and Miles Orkin, national director, web and mobile, American Cancer Society, will provide perspectives on how mobile technologies will change how senior consumers manage their mobile wallets.
  •     Social media will continue to play an important role in the lives of older adults. Bill Tancer, general manager, global research, Experian Marketing Services along with Lori Bitter, president, Continuum Crew, will take a look into the trends in the area of baby boomers and social media use rates and habits.
  •     James Pursley, general manager, independent living, with Care Innovations, an Intel-GE company, will talk about designing and marketing in-home health care services.
  •     Innovation and experimentation that can drive new revenue streams is a current hot topic in the boomer/senior marketplace. Non-profit channels, like the AAA, can be an important way to bring an idea to market. Alexandra Morehouse, AAA’s chief marketing officer, will share how they are doing just that.
  •     The travel industry will be greatly affected as experiences rather than materials are sought out, as well as a way for boomers to connect with adult children and further develop relationships with their grandchildren. The 60+ million grandparent economy, and the methods to tap into this market, will be discussed by Renee Werbin, publisher and co-founder of travelgirl magazine.

“Richard Saul Wurman, co-founder of the TED conferences, said that he saw TED as ‘a dinner party of his own choosing’, and I think of the What's Next Boomer Business Summit in the same light,” said Dr. Mary Furlong, president and chief executive officer, Mary Furlong & Associates and the Summit’s producer. “By inviting the most innovative companies and the top thought leaders, you can get insight and intelligence that will help you understand the market dynamic. What worked in 2009 is not the same as what works today.”

Additional featured speakers include Sandy Timmermann, executive director, MetLife Mature Market Institute; Michael Carroll, vice president, portfolio marketing, UnitedHealthcare Medicare Solutions; Gary Moulton, product manager, Trustworthy Computing Group, Microsoft; Mark Graham, senior vice president, (NBC Universal); David Lindeman, director, Center for Aging and Technology; Jeff Makowka, senior strategic advisor, thought leadership, AARP.

New featured speakers recently added:

Safa Rashtchy, angel investor & board member, AARP Global Network
Steve French, managing director, Natural Marketing Institute (NMI)
Kelly Anderson, director planning & communication, enterprise strategy team, American Cancer Society
Jessie Brumbach, director, marketing, Home Instead Senior Care
Joe Cannella, senior account manager, Google
Sandy Close, executive editor & director, New America Media
R. Scott Collins, president & CEO, Linkage
Anne Formalarie, senior manager, employee engagement, Cisco Systems
Connie Frazier, COO, American Advertising Federation
Omar Green, director, strategic mobile initiatives, Intuit
Fernando Hernandez, supplier diversity director, Microsoft
Susan Hoffman, director, Osher Lifelong Learning Institute, University of California, Berkeley
Bill Johnston, director of global community, Dell
Cathy Leibow, vice president, employee loyalty services, Les Concierges
Joszi Meskan, interior designer, Joszi Meskan Associates
Marie Nelson, director, segmented marketing, Schwan's Home Service
Madeline Pantalone, vice president, strategy & business development, GreatCall, Inc.
Randy Paynter, founder & CEO, Care2
Steve Shefveland, founder & CEO, Tree Rings
Sherri Snelling, CEO & founder, Caregiving Club
Eric Taub, writer, New York Times
Sally Abrahms, boomers & aging writer
Gail Kirby, lecturer, marketing, Santa Clara University

The complete list of speakers is available at A select group of these featured speakers will be hosting tables at Lunch with the Experts, and attendees will be able to sign up for places at the tables of their own choosing on the day of the summit. More information about the Lunch with the Experts, including the list of table hosts, is available at

“I attended the first Summit because the content sounded intriguing; what I didn’t expect was to have my entire professional life changed by attending it,” said Candiece Lindstrom, director of marketing, Northern California Presbyterian Homes & Services (NCPHS). “I sat in session after session, mesmerized by the information about this burgeoning demographic and how it is changing our lives, whether we realize it or not. I knew that I had found my next professional move – I went into the senior living field where I am passionate about educating seniors and their adult children about their living options. Each year this Summit fuels my desire to continue in this field.”

Sponsors of What’s Next Boomer Business Summit are, at the platinum level: AARP, UnitedHealthcare and Continuum Crew; at the gold level: Microsoft, Southwest Airlines, Linkage, General Mills, First Republic Bank, Navigate Boomer Media,; at the silver level: AAA, Best Buy, RLTV (Retirement Living TV), Verizon, The Hartford, GreatCall, Silverado, ABHOW; at the bronze level: MetLife Mature Market Institute, Care2, Linqto, Pensco Trust, ; marketing partners are Common Language, American Advertising Federation (AAF) and The Gerontological Society of America; refreshment break sponsor is

Register, view the agenda and learn more information at Registration costs are, for early bird (prior to March 15) $275.00, advance (prior to April 27) $350.00 and onsite is $425.00.

What’s Next Boomer Business Summit
The Eighth Annual What’s Next Boomer Business Summit takes place at the Parc 55 Wyndham on April 29, 2011 in San Francisco. It is produced by Mary Furlong & Associates. It is affiliated with the American Society on Aging (ASA) Aging in America Conference, which is held April 26-30, 2011 in San Francisco. The theme for 2011 is Dynamics, Deals, Differentiation and Disruption. The focus of the annual event is to foster a cutting-edge community to explore and share products and services that will serve the needs and wants of the 50+ market. Registration and program information is available at Facebook page is Twitter username is WhatsNextBoomer. Twitter hashtag is #WNBBS2011.

Mary Furlong & Associates
Founded in 2003, Mary Furlong & Associates (MFA) works with companies seeking to capitalize on new business and investment opportunities in the baby boomer market. MFA provides business development, financing strategy and integrated marketing solutions to entrepreneurs, corporations and non-profit organizations serving the 50+ market. Mary Furlong, Ed.D., the firm's founder and CEO, has guided the offline and online 40+ market strategies of leading corporations and non-profit organizations for more than 20 years. Furlong is Dean's Executive Professor of Entrepreneurship at Santa Clara University's Leavey School of Business, and founder of SeniorNet and ThirdAge Media. Her book, Turning Silver into Gold: How to Profit in the New Boomer Marketplace (FT Press), was published in February 2007. Website:


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