Science of the Time, formally known as Signs of the Time

50+ Marketing by Jean-Paul Tréguer

“Seniors are the mass media’s most faithful customers, but neither advertisers nor TV companies are particularly interested by them. They don’t think that they will able to make any money on seniors, and anyway, they don’t even know if they like them. As Hege Christensen and Kristin Undheim wrote earlier. And how right they are. In this fascinating book Jean-Paul Tréguer adds a totally new dimension to market segmentation. Jean-Paul Tréguer has destroyed the conventional wisdom that seniors have limited consumption power and ingrained consumption habits. More importantly for marketers, he defines a new model for thinking about seniors and doing business with them.”

Age Power by Ken Dychtwald

…Plan to live a very long life—80 or 90 years—and take steps now to guarantee the intellectual and social stimulation you’ll want in your later years…”

“…Don’t get trapped in yesterday’s “linear” model of aging: Adjust your psychological, social, and financial expectations to support a “cyclic” life plan…”

“…envision new career goals and challenges. Intellectual flexibility and the ability to learn new skills and technologies will be key assets in a more longevous era…”

“…Be prepared to reinvent yourself several times in adulthood—you may discover aspects of your potential you never knew existed…”

Das Methusalem-Komplott by Frank Schirrmacher

“Die weibliche Lebenswartung hat sich in den letzten 160 Jahren um jährlich drei erhört.1840 hatten Schwedinnen mit 45 Jahren die längste Lebenswartung aller Frauen. Heute kommen Japanerinnen im Schnitt auf 85 Jahre. Und es ist kein Ende in Sicht.”

“Die zukünftigen Älteren werden eigene Riten, Vorstellungen und Prioritaten entwickeln…. Das ist der biologische Triumph unserer Generation. Wir haben keine Länder erobert, wir haben Lebenszeit erobert.”

The 50-Plus Market by Dick Stroud

“Research carried out among the over-50s in the US by the AARP and in the UK by Help the Aged reveals that the majority feel advertising portrays them negatively. A great many simply don’t relate to advertising at all, feeling that it is not intended for them but for the young.”

The Coming Generational Storm by Laurence J. Kotlikoff & Scott Burns

“We discuss the boomers’ numbers, their dilatory mating patterns their meager rate of procreation, their romance with divorce, their plans to be retired for as long as most people lived only a few centuries ago, their prospects for an isolated, childless old age, and the protracted delay in their departure to the next world.”

What are old people for? by William H. Thomas, M.D

“An older person wakes up to a new body with new demands and limitations not once but many times. As actor Bette Davis so wisely observed, “Old age is not for sissies.” These changes require older people to develop enterprising strategies and subtle adaptations. While it is true that muscles weaken in late life, it is also true that older people are less likely to report symptoms of depression than younger people. Hair may turn white, get thin, and fall out, but, when surveyed, older people often report an enhanced sense of well-being.”