Embracing the Global Aging Opportunity

It's no secret that the world's population is aging; globally we are entering a major demographic transformation, one of the defining phenomena of the 21st century. In this kick off session to set the stage for the global track, you'll hear the story behind the creation and vision for the AARP's global network and an overview of how the 50+ population is viewed around the world based on information compiled from Millward Brown offices in over 44 countries.

• How do other countries view the 50+ market?
• What terminology is used to describe/define them?
• Are they thought of as a desirable market?
• What global companies are considered leaders in marketing/advertising to the 50+ audience?

Beyond Demographics: Creating An Emotional Brand Strategy among Boomers

A true thought leader in brand building and a seasoned practitioner in driving growth through marketing innovation, Donna Sturgess will discuss the art and science of building emotional brand strategies. You'll discover how to drive relevance with the Boomer population by getting deep inside "emotional spaces" and leveraging unifying characteristics that bring people together irrespective of demographics.

• Identifying the deep emotional drivers/archetypes of your brand
• Developing an emotional brand strategy
• Leveraging sensory branding

Around the World in 50+ Years: How the Global Consumer Market is Turning Silver, and How to Shine Brightly Within it

Are children really the future? Maybe not. In the coming decades, people over age 60 will dominate the cultural landscape as their numbers swell from 500 million to 1 billion worldwide. In the U.S. today we recognize this coming silver wave as Boomers, but throughout the world they go by other names and generational markers that demand an equally careful look. Because whatever you call them, they've made it clear: They're savvy consumers who crave reinvention, and they have no intention of aging the way their parents did. As they head down the path to old age, they promise to bring a new set of demands right along with them. Who are these consumers globally? What makes them unique and what holds them together? What new hopes, dreams, expectations and requirements will they bring with them as they age? What products, services and messages stand to win their favor? Iconoculture Consumer Strategist Corinne Asturias will explore the latest global trends and research around this crucial cohort as it heads into a new lifestage - and takes much of the world along with it.

U-Boomers: The Financially Unprepared yet Undaunted and Uncompromising Boomer Cohort

The cohort of financially unprepared yet undaunted and uncompromising baby boomers - "u-boomers" for short - will account for almost 25% of total U.S. consumption by 2015. This implies a massive market for products and services that meet discriminating u-boomer tastes at affordable u-boomer prices. Hear from McKinsey on this emerging opportunity and learn how to connect with the 24 million middle - class American households approaching retirement with lofty lifestyle aspirations, a thirst for new products and brands, and limited financial resources.

• Understanding the gap between 'boomers' aspirations and financial realties
• U-boomers crisis of community
• Positioning and delivering products and services to meet the needs of this group

Case Study: Global Brand Building

As companies explore aging opportunities around the world they are confronted with the daunting task of setting a brand strategy globally. To win in the global marketplace marketing organizations must have an effective global branding strategy in place - calling for them to be able to set marketing priorities, policies and budgets to foster growth globally; prioritize opportunities for brand innovation; and integrate effectively across various business units and geographies.

Leading the conversation on this topic is Andrew Bienkowski, Vice President, Global Brands for Kimberly-Clark Corporation. Bienkowski, who is responsible for establishing Kimberly-Clark's global brand strategies for its portfolio of consumer, health care and professional brands, including Kleenex, Huggies, Kotex, Poise, Depend, Andrex, Scott, WypAll, and KleenGuard to name a few, will share invaluable best practices and lessons learned on establishing global brand strategies aimed at transforming brands' communication, innovation, and learning agenda.

In addition to leading Kimberly-Clark's Global Branding team, Bienkowski also has extensive experience in previous global marketing roles for such global organizations as The Coca-Cola Company and Procter & Gamble.

• Setting marketing priorities, policies and budgets to foster global growth.
• Prioritizing opportunities for brand innovation
• Integrating across various business units and geographies

Connecting with Family Caregivers: A Roundtable Discussion.

Today there are over 50 million family caregivers in the United States, who provide day-to-day care valued at more than $350 billion per year and spend over $5,000 per year out of pocket, with long-distance caregivers spending even more. These caregivers, many of which are "sandwiched" between caring for their children and older parents/relatives, have a distinct set of needs and represent an important market both for consuming products and services for themselves and for the individuals they are caring for.

In this expert roundtable, we'll discuss:

• Who are today's caregiver?
• What are their needs as well as the needs of those they care for?
• Implications of the "cost of caregiving"
• Why caregiving is an important issue to businesses today
• What are some product and service solutions for caregivers (i.e., aging in place, housing, technology, finances)
• How best to communicate and resonate with caregivers

PANEL PRESENTATION: Boomer Perspectives from Around the World

Consider these statistics: Over 50% of Europe's wealth is in the hands of the 50+ population; In the U.S, Boomers account for over 55% of all spending. In Japan, the 60+ population holds 52% of all household savings while in Canada, "Zoomers" (those 44 to 62) control more than 77% of all Canadian wealth.

This exciting, interactive panel will offer the latest trends and perspectives on aging from various vantage points around the world. Our panel of experts, each representing a global brand and a particular region, will offer a worldwide tour of the aging opportunity as a sign of things to come.

PANEL PRESENTATION: The Grandparent Life Stage: A Multibillion-Dollar Marketplace

As marketers have come to the realization that purchase decisions are driven less by age and more by key points or stages in life, grandparents have emerged as the latest consumer group to be courted by marketers. At more than 70 million strong, today's grandparents represent one of the largest and most powerful consumer segments who are key purchase influencers in many surprising categories. From products to services, automotive, to educational investments and more, the avenues for their spending are varied and deep.

In this exciting panel, Grandparents.com, the premier life-stage destination for today's new generation of grandparents, will provide an inside look into the fresh ways grandparents are interacting, engaging, consuming and staying connected. You'll also hear how today's leading companies are fueling growth by tapping into the enthusiasm of this emerging market of grandparents who are eager to spend discretionary income and consume child-related products and services that they have not considered for decades.

The Future of Retirement Across the Globe: The New Old Age

Hear fresh perspectives and new data on the ever-changing role of retirement based on HSBC's annual survey of 21,000 people aged 40 to 79 in 21 countries and territories, representing the most comprehensive study into retirement across the globe. HSBC will share insights from the latest study as well as trends emerging since the study began in '05:

• When and why will people retire? What will they do?
• How much and how often do they provide for their family and communities?
• How are men and women's retirement expectations and behaviors different?
• How does that differ around the world?
• What does health have to do it?

Winning with 55+ Women at Retail

Appleseed's, a retailer of apparel targeted to women 50+, has had tremendous success by building segmented consumer personas based on multiple data streams that take into consideration both generational and life stage influences. This session will share how Appleseed's has become a thriving multi-title multi-channel business that's in tune with the changing needs of Boomer women and cover:

• Managing a portfolio in a multi-channel business with different customers by channel
• Why you can't target a 55 and a year 35 year old the same
• Retention rates - how to retain her by finding what she knows and loves.
• How to keep listening and building your relationship with her

PANEL: Motivating Boomers: Lessons Learned from the Financial Services Field

When it comes to communicating to Boomers, marketers and advertisers in the financial services field have been ahead curve. During this roundtable, leading executives will candidly share best practices and lessons learned in communicating to Boomers. Going beyond broad strokes such as "be positive, don't scare" and "make it about them not you", panelists will speak to the intricacies and subtleties involved and how they translate into imagery and words that truly motivate and engage this market.

PANEL: "Healthcare Unbound": How Boomers are Demanding (and influencing) a New Healthcare Landscape

From retail health clinics, on-line health portals and wellness centers to cosmeceuticals, functional foods and proactive health technologies, Boomers' quest for health, wellness and longevity has taken on new meaning. To demonstrate how wide and varied the health landscape has become, our diverse panel of experts will share the latest trends for real time, connected, on "my terms" products, services and solutions and offer their perspectives on where future opportunities lie.

• What conditions are top of mind for Boomers?
• Who do they see as best positioned to help them?
• What are they doing to enhance their well-being and maintain longevity?
• How does new information about wellness make its way into a Boomer's mindset?
• To what extent are Boomers turning to alternative source of information?
• Who do they trust when it comes to managing their health?
• What are the implications for putting consumers the center of the health system

PANEL: "Variety is The Spice of Life": Envisioning The Next Generation of Boomer Housing and Community Living

Where will Boomers live? What will they seek from their community? How will they maintain an active lifestyle? These answers have implications for all companies beyond those in the housing market. Join our panel of experts to learn the latest trends in housing including aging in place, affinity housing, co-housing, NORCs, smart homes, green building, reverse migration and more. And learn how Boomers quest for choice, control, and continuity are creating a new generation of housing options, as wide and varied as they are.

Online Campaign Optimization: Influencing Boomers through Meaningful Online Engagement

Being an influential brand with baby boomers online is the result of meaningful engagement. Your brand should not only be a part of the conversation, it should influence it. This starts by defining what meaningful engagement means for the largest and fastest growing group of consumers on the Internet.

In this presentation, we will:

• Define meaningful online engagement as it relates to boomer consumers
• Show how you can turn your brand into an online influencer

Changing Food & Beverage Consumption Among Boomers: Reimagining the Future

As Boomers age they are reimagining their lifestyle choices and specifically those related to food and beverage consumption and dining in American culture. This presentation will provide a current view of Boomers' changing approaches to food and well-being which are bearing new economic and cultural resonance that cannot be ignored by tomorrow's competitive manufacturers, marketers and retailers.

How to Target Hispanic Boomers

There are over 7 million Hispanic Boomers in the U.S. Differences such as acculturation levels, income, health, education and culture all will impact the decisions they make about the types of products and services buy. Communications required by the Hispanic marketplace vary from the general market, but it is not all about language.

Designing, Launching and Evolving Jitterbug

The Jitterbug phone is perhaps one of the most well-known new product launches for the 50+ market in the past year. It addressed various age related impairments through sensible design and smart functions customizable to the personal needs of Boomers and their parents. Hear the story behind the launch and evolution of Jitterbug and learn valuable lessons in creating and marketing a new product for this important market.

• The principles around building the Jitterbug offering
• The obvious design and implementation characteristics
• Marketing lessons learned

The SHIFT Report: Strategic Insight on Boomers & Sustainability

When it comes to purchasing decisions, what are the top areas Boomers' are making socially responsible and sustainable choices? Which ones rank highest? Which ones rank lowest? Which communications tools are Boomers looking to determine whether a brand is socially responsible, or not? This presentation, based on a 5,000 person North American general population study and segmentation analysis will provide the answer to these questions, discuss the importance of avoiding Knee-Jerk Green Marketing and more.

Web 2.0 and the 50+ Demographic: The Latest from AARP.org

Earlier this year, AARP re-launched its Web site, AARP.org incorporating a social networking platform, multi-player games and tools for tapping the collective wisdom of its 38 millions members. Hear from one the leads behind the new AARP.org, learn how users are leveraging the site, and get a preview of what AARP sees as growth areas for online engagement.

• AARP.org re-launch: successes, challenges and lessons learned
• Social Networking and User Generated Content - establishing credibility with the 50+ audience
• Observations on 50+ online behaviors: wants, needs and motivations
• Opportunities for broader engagement with the 50+ demographic