Seminars & Publications

One Day Seminar: 60 Is the New 60

This dynamic seminar trains brands to rethink the 50+ space, reject obsolete theories, leverage socio-cultural imprinting, create generationally authentic strategies and seize market share.

Attendees immerse in the timelines and the processes by which the generations in the 50+ arena got to be the way they are and why – despite their youthful mindset – 60-year-olds are not “the new 40” but still 60 in long context of their imprinted brand perceptions and relationships. 

Rich in case histories, proprietary consumer research and expert insider knowledge, the agenda includes:

  • Generational imprinting1945 to 2020: received history, mores, trends and technologies
  • Mass consumer society redirection in the 1970s/80s: even more transformative than the 1960s
  • Modifiers and transference: Boomers are the parents of Millennials, Gen X the parents of Gen Z
  • Winners, losers and challengers all compete in generational contexts that shape their outcomes
  • Hidden consumer attitudes, private agendas and secret selves that refute myths and myopia
  • Case History: upending automotive – socio-cultural curiosity vs. orthodoxy, insularity and inertia
  • Othering and offending millions through clumsy communications hurts stockholder equity. Not OK.
  • How coming ESG (Environmental, Social, Governance) ratings penalize ageist brands and advertisers

Priced from $10,000 per organization. Contact us for details licensing terms and conditions.

Publications & Reports

Innovative reports, analysis and thought leadership in the world’s #3 economy

Thousands of cultural and societal touchstones are imprinted in consumers’ unconscious minds over the years – by received history, by personal experience and through transference from younger generations. Brands evolve and reinvent, but their messaging is still filtered through the silent languages of consumer imprinting in which fluency is key to true engagement.

2021 Portfolio: Free Content

Exclusions: Content is not available to market research or consulting companies. However, we entertain joint ventures: contact to discuss.

Culture Clash: Boomer Moms and Humble American Cupholders vs. European Automakers

Thanks to their indulgent Boomer moms, American Millennials grew up in cars with cupholders – after debuting in Lee Iacocca’s minivan twins, Plymouth Voyager and Dodge Caravan (1983) they went viral.

Euro-car brands dissed this down-market disconnect from autobahn élan until, forced to learn U.S. coffee and soft drink culture, they yielded to the proletarian tide. In the meantime, billions of marks/kronor were lost for want of cultural curiosity.

Free report: CLICK to request.

Frontiers of Boomer Culture: Granola, Running Shoes & SUVs

20th century emphasis on expansion and personal reinvention coalesced in crazy-cool California.  Under the radar, hip young West Coast Boomers channeled counterculture to connect “radical fringe” attitudes, brands and products that – with help from Gen X – would eventually become the cultural norm for Millennials and Gen Z.

Boomer imprinting, powerful as ever, still shapes the behavior of their children and grandchildren.

Free report: CLICK to request.

2021 Portfolio: Licensed Content

Exclusions: Content is not available to market research or consulting companies. However, we entertain joint ventures: contact to discuss.

Crossing the Groupthink Chasm to the Worlds #3 Economy

Americans 50+ represent the world’s #3 economy behind the U.S. itself and China but receive less than 10% of the U.S. ad spend. Obsolete groupthink claims they do not adapt, are easy to engage and damage brand image – memes perpetuated by a socio-cultural mismatch between advertiser-world and consumer-world.

We guide visionaries across this costly chasm to grab brand share from incurious laggards who cling to old Mad Men myths because, well, everyone else does.

Single subscriber: $950 (1-10 downloads). Enterprise price: $1.150   CLICK for information or to order.

Volkswagen, Cadillac and the Failure of Thinking Small 

Textbooks laud VW’s 1960s Think Small advertising campaign. In fact, it programmed Boomers in ways that – reinforced and expanded by Gen Xers – almost destroyed the brand and, eventually, Cadillac too. 

This expert analysis reveals how lack of curiosity about the 50+ demo can devastate over-confident brands. As Millennials finally buy new autos and Gen X moves up to luxury, imprinted Boomer attitudes – hidden and undervalued – still wield awesome power over brand perceptions, priorities and pecking order among younger generations.

Single subscriber: $1,200 (1-10 downloads). Enterprise price: $1,475   CLICK for information or to order.

Generation X: Misunderstood eXiles on Main Street

Long misrepresented as slackers and no-hopers, Gen X has assumed real power everywhere – except in brand world. Each year, 4 million high income Xers, recast as “old,” are exiled from ad targeting at age 50, replaced in the 18-49 demo by low-income/no-income teens.

Data rich and highly visual, eXiles on Main Street is THE definitive clarification of Gen X identity, socio-cultural software, buying power and purchase priorities.

Single subscriber: $950 (1-10 downloads). Enterprise price: $1.150   CLICK for information or to order.

Brand Courtship in the 50+ Demographic: Do’s and Don’ts

Brands are like suitors whose intended partners want to be courted not just desired. Instead, this national survey found too many over 50 feel disparaged by advertisers as old, sick and needy.

Contents: everyday life attitudes, aspirations and motivations behind the Brand Courtship Scores™ of 40 top brands, 20 of them automotive. Listings: winners who reject obsolete myths and losers who should know better.

Single subscriber: $1,200 (1-10 downloads). Enterprise price: $1,475   CLICK for information or to order.

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Whether Gen Z, Millennials, Gen X, Boomers or Pre-Boomers, the VizioNation newsletter takes thought leaders beyond data, metrics and statistics to reimagine generationally authentic engagement.