Canadian baby boomers now range in age from their mid-40s to mid-60s. This confident and rebellious generation has broken new ground at every stage of life; late middle-age and retirement will be no different.
Most boomers are healthier than their grandparents could have hoped to be at the same age. Some have made the pursuit of physical, mental, and spiritual health an all-consuming occupation. They're having a great time and intend to experience the next 30 years not as a decline into infirmity, but as the satisfying second half of their adult lives.
Stayin' Alive will look into the future and speculate what the aging of the boomers will mean for public policy, consumer marketing, the world of work, investment, philanthropy, tourism, retirement living (here and abroad), health care, and the rituals associated with death.
Michael Adams is president of the Environics group of marketing research and communications consulting companies with offices in the United States and Canada. He has written three bestselling books, including Fire and Ice: The United States, Canada and the Myth of Converging Values, which won the prestigious 2004 Donner Prize for the best book on public policy in Canada.
"A thorough and revealing reflection on the values of the Baby Boom generation, with a surprise @ its core: we're not as uniform a group as the hype contends, and our nostalgia goes back a lot farther than the Sixties." - Moses Znaimer, founder of Zoomer Magazine + Media
"As an 'Autonomous Rebel,' I appreciated the insight into all the Boomer tribes. This book is invaluable for anyone for whom the attitudes and behaviour of the Canadian Boomer generation is a significant factor." - Alan C. Middleton, Schulich School of Business, York University
"Packed with laser-sharp Aha! insights, this is required reading for everyone from marketers to NGOs and politicians. Stayin' Alive drills deep into the mindset of Boomers and beyond—the generations that will profoundly shape our next few decades." - Jeannette Hanna, Co-author of Ikonica, A Field Guide to Canada's Brandscape