Baby Boomers and Their Parents

The lifestyles of tomorrow's retirees--specifically those of baby boomers--are not likely to be similar to those of today's retirees, according to George Moschis, PhD whose Center for Mature Consumer Research at Georgia State University has been studying mature consumers for 20 years. This new book by Moschis and his colleague, Dr. Anil Mathur, details the differences and similarities between the attitudes and lifestyles of baby boomers and their parents, based on years of surveys. Baby Boomers and Their Parents: Surprising Findings about their Lifestyles, Mindsets, and Well-Being includes comparisons on everything from health to retirement living to spending habits and charitable giving. Moschis and Mathur use their findings to discuss how people can live longer, more satisfying lives. In addition, they apply those findings to marketing and advertising, helping businesses learn how to create products and services, as well as how to appeal to their customers.