I specialize in helping businesses in tourism, hospitality, healthcare, personal finance, fashion, and consumer goods to succeed with the mature and boomer markets.
My proprietary “Lensing Process” offers a vital combination of demographic insights and savvy marketing know-how, turning those insights into actionable growth strategies that integrate with your ongoing marketing, advertising, and branding, delivering a very high Return on Investment.
Since 2001, my clients have included iconic brands such as Golden Gourmet, Golden Cuisine, American Express MBNA, VTech, and Cognifit, as well as leading branding companies like Edelman and Saatchi & Saatchi.
I'll Be Your Guide in Capturing the 60+ Market
My proprietary "Lensing" method is a unique approach to aligning your products, services, and environments with the needs of the 60+ market. Through "Lensing," I examine every aspect of your offerings—from product design to customer interactions and brand messaging—ensuring that your business speaks directly to MATURE consumers in a meaningful way.
- Consulting: Let’s ramp up your reach to the boomer and mature consumer.
- Brand Representation: I am an authentic voice for audio, video, or social media outreach.
- Spokesperson: Whether on podcasts, TV, or at live events, I can serve as your credible spokesperson who makes an impact.
- Content Development: From eBooks to blogs, I deliver dynamic, relatable, engaging content that promotes your brand to the mature market.
- Campaign Leadership: I'll work closely with your team to lead mature-market campaigns from strategy through execution.
- Staff and HR Training: I help your team be age-inclusive and better attract, serve, and retain the 60+ traveler.
Proven Results
Notable roles include spokesperson for
- VTech's Careline™ product line
- American Express credit cards
- Cognifit
- Golden Cuisine--brought Golden Cuisine from a start-up to a Fortune 500 Company.
Busting the Myths About Boomer Online Behavior and Senior Consumer Trends
Myth #1: "Online Ads Don't Work for Mature Consumers—They Only Trust Friends."
Reality Check: Over 62% of mature consumers aged 65+ reported purchasing after seeing ads on Instagram or Twitter, while just 23% reported making a purchase based on a friend's recommendation. (Strategist 1000-person Survey)
Myth #2: "Older Adults Aren't Shopping Online as Much as Younger Generations."
Reality Check: Almost half (47%) of seniors make online purchases weekly, with 26% shopping at least monthly, highlighting a frequent and growing engagement in e-commerce.
Myth #3: "Boomers Don't Search for Product Information Online."
Reality Check: Women over fifty-five search for product details online more actively than many younger demographics, like teenage boys.
Myth #4: "The Mature Market Isn't Interested in Trends or Influencer Marketing."
Reality Check: Mature consumers actively seek influencers who speak to their needs. However, there's a shortage of influencers who cater to their interests and lifestyles.
Myth #5: "Seniors Don't Use Online Dating Services."
Reality Check: As of 2022, 36% of people 65+ identify as single—just slightly less than younger singles (41% aged 18-29) and showing a growing interest in online dating.
The Benefits of Lensing: Stand Out in the 60+ market.
Our "Lensing" method helps you:
- See your brand from the perspective of boomers and seniors.
- Understand their decision-making process.
- Create offers, lead generators, and message points that get results.
- Create brand loyalty programs that resonate across generations.
Make Your Company Age-Ready With
- Staff Training & Recruitment: Ensure your team is equipped to provide exceptional service in an inclusive environment.
- Attraction Inspections: Go beyond mere legal compliance and make your built environment genuinely intergenerational.
- Compelling 60+ Branding: Position your products and services as a premier, age-friendly choice.
- Vendor Selection: Source reliable age-friendly vendors.
- Technology Solutions: Design apps, hardware, and tech instructions for mature users.
How to Work With Us: From Quick Insights to Comprehensive Overhauls
Our process starts with a deep dive into your needs, goals, and current offerings. We offer solutions tailored to fit any stage of your business's age-readiness journey:
- Snapshot Lensing: Quick, actionable evaluations for fast improvements.
- Full Lensing Consultations: Comprehensive engagements that enhance your space, services, and staff training to meet the highest standards for age-friendly business.
No matter the scale, we're here to help your business achieve age-friendly excellence.