The world’s population is ageing, with profound consequences for society and the economy. And yet serving older fans, participants and customers is barely mentioned in conversations. Kevin McCullagh spoke to Peter Hubbell and others to find out why.

Why does the Eagles’ greatest hits still finds buyers. “It’s timeless music for ageless people, Boomers don’t want to be young again, they just want to be ageless.”

If I was in charge at ABC, I know exactly what I would do. I would air re-runs of Lassie. That’s right, Lassie. The way I see it, a quick Lassie fix would fix a lot of what seems to be so wrong these days.

Many marketers believe that millennials tune out conventional media and that the only way to engage them is with spectacular tactics that command attention.

BoomAgers is applying its creative imagination to help children imagine a future with a cure for pediatric brain cancer.   We support Imagine An Answer, who seeks to find a cure for pediatric low grade gliomas.

Peter Hubbell says creativity endures, and always will at Cannes. Here are 5 reasons why the business carnival is still a festival of creativity:

Peter Hubbell is back at Cannes after a 12 year hiatus.  He’s posting his “on-site insights” real time on social media.  This page is collecting his experiences in the Palais and on the Croisette that is affecting marketing in the age of aging.

After 12 years of a self-imposed time-out, Peter Hubbell is back at Cannes. Something dramatic had happened to lure him back, but it didn’t happen overnight.

Most businesses dismiss the Boomers on Social Media. Think someone in their 60s isn’t sitting on Facebook or scrolling through pins? Think Again.

You don’t have to look far to understand why marketers don’t embrace generations of age like the Baby Boomers. Marketers love “new” and they’re always chasing the next new trend. Being old is anything but new, so it’s not surprising that marketers are ignoring the most valuable trend in business.