New Computer For Seniors – GO Computer

firstSTREET, a national catalog, magazine, and online marketing company specializing in products for “Baby Boomers and Beyond,” will introduce its designed for Seniors GO Computer™ at this summer’s Boomer Venture Summit June 16-17 in Santa Clara, CA. The Summit is an annual crossroads of market opportunity for companies, entrepreneurs and products that focus on the needs, interests and power of the baby boomer-and-older generations.

According to firstSTREET CEO Mark Gordon, the designed for Seniors GO Computer™ is to be marketed to “that older, often-more skeptical age group that hasn’t quite trusted computers and consequently has missed out on the whole wonderful cyberspace world of information, entertainment, communication and connection.”

Gordon considers the designed for Seniors GO Computer™ to be “the most distinctive and significant product firstSTREET has ever introduced.” He points out that while the younger demographic as a group accepts computer technology more quickly and enthusiastically, “sometimes seniors are reluctant, doubting, confused and even fearful” when faced with the prospect of computer ownership and operation.
“A life-changing product”

“That’s why the designed for Seniors GO Computer™ is truly a life-changing product,” says Gordon. “It’s perfectly logical and simple to use–so much so that the older generations can master it easily. It’s an out-of-the-box operation. It takes about five minutes to set up, and no tools or special skills are required. Plus, it is so easy to understand, no computer classes or DVDs are necessary.”

“As a company that has for some time focused on finding and marketing products to enrich the lives of boomers and seniors, firstSTREET had long searched for an easy-to-use, non-intimidating, basically crash-proof computer,” says Myers. “When we couldn’t find exactly the right product, we went to the experts and had them create one, with our input, and we are totally pleased with the results.”

“This computer is both the cat’s pajamas and da bomb!”

In addition to some obvious but essential physical adjustments to better accommodate an older user, like a large-letter keyboard, an easy-rolling trackball mouse and a zoom feature that magnifies up to 200 percent, firstSTREET’s computer features a whole new operating system based on a “GO” screen concept, backed up by immediate phone access to around-the-clock U. S.-based remote service and assistance.

Gordon and Myers are expecting their computer to shake up the Venture Summit. “After all,” says Myers, “who else can promise seniors a computer they can’t break, crash or confuse; a computer that won’t lose what’s put into it, that’s protected from viruses and spam? What firstSTREET is offering here is basically a failure-free and fear-free computer.”

What’s the key to the computer’s ease of use? Stay tuned for the launch, says Myers, who says he can’t wait to introduce all the fine points of the computer, including its innovative “GO” screen concept. “There’s a lot to say about this computer, starting with the fact that it’s going to add so much to so many lives,” says Myers. “It’s the cat’s pajamas and da bomb–bringing a much-appreciated simplicity to senior computing, as well as high-performance technology. This can bring seniors–and anybody who may be feeling a little technologically challenged these days–smoothly and effortlessly into the 21st century. And without the kicking and screaming.”

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Baby Boomer RV Dreams Keep Industry Optimistic

There are now about 8.2 million RV owners across the nation, according to the Recreation Vehicle Industry Association. Unlike the stereotype of older couples hitting the road after retirement, the average RV owner is middle-aged and married, traveling a total of 4,500 miles and 26 days annually.

The industry is betting on an expected increase in new buyers entering the market, as the baby boomer generation enters retirement.

“Baby boomers have had a really large impact on the industry already. They represent the largest group of owners in the industry,” Mark Polk, owner of RV Education 101, an education program that publishes how-to books and videos for newcomers to the RV lifestyle, told CNBC.

RV companies have been anticipating the influx in potential customers for awhile.

“All along, for the last four or five years, we’ve known the baby boomer population is coming. Every month there will be 350,000 potential customers in the baby boomers through 2030,” said Winnebago CEO Bob Olson.  “There is a potential opportunity for our customer base to grow. A portion of them will want to join the RV lifestyle. This bodes well for us in the future.”

posted by Laura Rossman

Will new Depend ads appeal to boomers?

At a time when we keep hearing about marketing cutbacks, the announcement of a big  new ad campaign from Kimberly-Clark for their Depend brand is remarkable.   The campaign launches today and runs through December across a variety of media – TV, Internet, direct response, print and point-of-purchase.


The new ads are basic and focus on differences between men and women.  They feature a man and a woman standing in front of a white backdrop and talking about something that has nothing to do with incontinence. One features a discussion of whether men or women are better drivers.  The campaign is the launch of gender-specific Depend.


“One of the key elements of the new campaign is a certain level of authenticity — showcasing real people, since this is such a real issue for so many people. It’s not an aspirational category; nobody wants to have to use [Depend], but the fact is that 27 million people will be dealing with this, so part of the role of Depend is to provide normalization of the category, and part of the goal of the campaign is to humanize it — not only demonstrate that Depend understands the difference between men and women,” Blake Boulden, Depend brand manager told MediaPost.


Kimberly-Clark introduced the gender specific underwear in December noting that caregivers are an important target market. “Our consumer research has found that users and caregivers can be uncomfortable shopping for adult incontinence products,” said Mark Cammarota, Depend Brand Director. “Quickly finding the right product remains a vital step in living with incontinence, and with a variety of options on store shelves, our new packaging designs will offer a simpler selection experience at stores.”


The website provides consumers with information, coupons and ask the expert information.


It’s a sharp contrast to much of the advertising in this category that is more product specific.  Will it make boomers and caregivers feel more comfortable and confident with their purchase?

Baby Boomer Word for 2009 – Recalibration

Recalibration— that’s the theme for consumers in 2009 as consumers reset the scales after a decade of dualities, highs and lows, according to Steve French, Managing Partner, Natural Marketing Institute (NMI).

Consumers are designing the “Middle Way” defined as a lifestyle approach grounded in comfort, safety, sustainability and moderation.  and boomers are leading the charge!

For marketers, it is important to understand how boomer paradigms are shifting, said French at the opening session of the What’s Next Boomer Business Summit.  Here’s how attitudes are shifting:

From consumption to sustainability

From possessions to purpose

From retirement to employment

From trading up to trading off

From perceived value to real value

The findings were based upon research conducted in January and are par of NMI’s Healthy Aging Boomer Database.(

“Boomers are being forced to look in the mirror and they want to change the reflection that is looking back,” French said. “they are trading off or even down:  successful “down market” products will make benefits tangible and relevant.”

Barbie Faring Better than Most Baby Boomers

barbieoutsideIn the midst of all the recession news, let’s take a moment to celebrate a baby boomer icon – Barbie.  Unlike many baby boomers, life is looking pretty good for her these days.  Big new house, big 50th birthday bash, a new face, and a trendy new bathing suit. 


In celebration of her birthday she’s moving into a new house – a real Malibu Dream House a 3,5000 square foot home.  The home is a life-size interpretation of Barbie®’s much fabled Dream House® bringing to life all the fantasy and fashion of Barbie® with customized design elements such as skirted, corseted, lace-up “dress” chairs, a chandelier made of Barbie® hair, a closet filled with thousands of pink shoes, a sunburst mirror made from 65 Barbie® dolls, several pieces from the Barbie Loves Jonathan Adler™ home décor collection (launching nationwide in September 2009), and a garage that includes a real Barbie™ Volkswagen New Beetle car (all pink with a motorized, pop up vanity in the trunk).  This is straight from the press release


There will be celebration world wide – the one in Malibu will include 3000 pink roses, 1800 pairs of Barbie sized sunglasses, 3500 pairs of Barbie shoes, 3500 Barbie handbags and so goes the list.


Like many baby boomers, I remember my first Barbie fondly.  Lots of different clothes….but not all the accessories that came later in her life like cars and campers. 


A Barbie doll is sold every 3 seconds somewhere in the world.  Guess she can afford that new house…even in this market.

Baby Boomer and Senior Job Seekers Move Online

blsThe fastest  growing age group visiting career development websites is those aged 65+. As the economy continues to meltdown, more boomers and seniors are seeking to continue or return to work.

 The number of unique visitors 65 and older to career development Web sites grew 41 percent year-over-year, increasing from 2.5 million unique visitors in January 2008 to 3.6 million in January 2009. This was the largest increase year-over-year among people aged 18 and older, according to a recent poll by Nielsen Online.

 “While 65 used to be considered the age when most people retired, we are seeing a trend towards later retirement or partial retirement. Much of this desire to stay employed longer can probably be attributed to the fact that people are living longer and feel the need to keep generating income and sock away more retirement savings, especially in light of the current economic climate and its effect on people’s nest eggs.  There’s an opportunity for publishers and advertisers to appeal to this niche market by providing content that’s relevant to longtime career holders looking for their next position and trying to shore up their retirement savings,” said Chuck Schilling of Nielsen Online


Government statistics support the growth in older workers. Between 1977 and 2007, employment of workers 65 and over increased 101 percent, compared to a much smaller increase of 59 percent for total employment (16 and over). The number of employed men 65 and over rose 75 percent, but employment of women 65 and older increased by nearly twice as much, climbing 147 percent. While the number of employed people age 75 and over is relatively small (0.8 percent of the employed in 2007), this group had the most dramatic gain, increasing 172 percent between 1977 and 2007.






Baby Boomer Retirement Grows Gloomier

The continuing market slide is taking its toll on retirement plans. Three reports released this week give some insight into the financial struggles ahead for baby boomers.


  • Four in ten American believe the current economic climate will force them to retire up to 10 years later than expected or not at all, according to a survey from ING Direct. Nearly half said they have “no clue” how much money they need to retire.


  • A third of Americans with assets of $500,000 or more said they are either behind in their retirement plans, uncertain about them or have no goals at all.  Yet, the survey from PNC Wealth Management said that those who feel they are prepared, 50% are confident they will still reach their retirement goals.


  • Long-term care costs being shouldered by personal savings is 30% higher than originally thought.  And families counting on using money from sale of a house or retirement savings to fund long-term care costs are struggling.  The research from Avalere Health.


Advice from affluent retirees to those still in the workforce:  live a healthier life and start planning earlier.


How the economic downturn is impacting boomers and their money is one of the topics covered at the What’s Next Boomer Business Summit ( being held March 19 in Las Vegas.