The old rush

The Age of Aging begins in 2014 as the last of the Baby Boomers turn 50, and no other global trend will do more to impact the way we live, think, act and interact with brands for the next 20 years! Peter Hubbell’s first book – The Old Rush: Marketing for Gold in the Age of Aging – is an invaluable primer for marketers who want to seize the next big fast-growth opportunity…a chance to propel their brands and businesses forward rapidly and on a global scale. The Old Rush establishes a parallel with the famous California Gold Rush of the mid-nineteenth century, and draws on the author’s own insights and observations from a 30-year career at the forefront of the advertising business. Hubbell makes a strong case for why the nearly 80 million Baby Boomers are Marketing’s Most Valuable Generation™ and then outlines the basic rules of marketing engagement with this cohort, along with practical ideas that brands and businesses can use to create their own success. The lessons from the Gold Rush are particularly apt to the modern-day Old Rush: Decisiveness, agility, creativity and perseverance will be the skills needed to thrive and prosper with the aging consumer.