The tag line for the Boomer Project is “research, insight and intellegence for reaching Boomers over 50″

The Boomer Project conducts national research among Boomers and shares those findings on this site, in our free newsletter and in our marketing research report called “50 Things Every Marketer Needs to Know About Boomers Over 50″. A couple of pages are provided free – you get the idea. Boomers are “middle age” – old age begins at 75. They are not “seniors” – that is their parents generation. Most see themselves as 12 years younger than they actually are. That old joke about being forever 39… it isn’t just Jack Benny or vain older women any longer.

Some recent ads targeting 50+ with perks like free checking (Wachovia) were not well received by their intended audience. Some marketers just don’t get it – advising “turn gray into gold” by selling investments to the elderly to hit one of their “G-Spots”, or supposed soft spots: gambling, gardening, golf, gourmet food, grandchildren, groups and Greyhound bus trips. Nope, that doesn’t make me want to run out and spend money.

Boomers are redefining retirement – interesting description of retirement in the April issue of the Boomer Project newsletter from a reader in response to the March issue. Basically, they are planning to do the work they think they will love better than their current job. These new jobs are outdoors, recreational, travel related and-or physical.

They want and need special treatment. They are not the 25-49 “adult” demographic. But they do have buying power and influence. Many marketers are missing a growing demographic.

This also presents a problem for AARP – membership open to anyone over 50 = admitting being a “senior” – not happening. Nor do all 78 miliion Boomers want to be represented by the views expressed by the AARP. New organizations are forming that reflect the views of subset of the Boomer population. National Association of Baby Boomer Women

Web and media resources are springing up including Growing Bolder – the world’s first and only multimedia website that celebrates active aging.