Matt Thornhill Has Spent 25 Years Asking One Question:
WHAT HAPPENS WHEN AMERICA GETs OLD?
AND WHAT DOES IT MEAN FOR MARKETS, COMPANIES, ORGANIZATIONS, NONPROFITS AND COMMUNITIES?
THE ANSWER SHAPED HIS CAREER AND CAN RESHAPE YOUR ORGANIZATION’S FUTURE
IN THIS DECADE the number of people 65+ IS growING by 30% — while no other age segment will change by more than 2%!
THIS IS THE “AGE WAVE” WE WERE TOLD WAS COMING.
IT’S HERE. NOW.
WHAT’S NEEDED NOW IS HELP STEERING ORGANIZATIONS INTO THIS NEW AGE OF AN OLDER AMERICA.
THAT’S MATT’S MISSION.
It started in 2001.
Matt was working in advertising and market research when he noticed something most people were ignoring: Baby Boomers had begun turning age 50 in 1996 and by 2001 it was apparent that marketers were dismissing them as no longer relevant. Worse, they were treating them like retirees, stepping aside and fading away.
Matt knew Boomers weren’t “done” at 50. The largest, wealthiest, most influential generation in American history was about to bring a whole new mindset to what it means to be over 50.
So Matt made a decision.
He co-founded The Boomer Project—one of the first research firms dedicated exclusively to studying that generation as it grew older. Not as a niche. Not as an afterthought. But as the primary focus.
For the next two decades, Matt conducted original research, advised Fortune 500 companies, co-wrote the award-winning book Boomer Consumer, and delivered over 1,000 keynotes to help organizations understand what was coming and what to do about it.
And then Ken Dychtwald's prediction came true.
The Age Wave that Ken had been talking about for 50 years arrived. And suddenly, every organization faced the same challenge: How do we navigate this new reality?
That's where Matt comes in.
He has spent the last 25 years charting this territory. He knows what works, what fails, and why. And he helps organizations navigate the Age Frontier successfully—whether they are Fortune 500 corporations, membership associations, senior living and care operators, healthcare systems, nonprofits, or government agencies.
AGE FRONTIER STRATEGIST
Now is the time
to learn from
Matt Thornhill
Matt Thornhill has spent more than two decades helping organizations understand the economic and cultural influence of older adults—and how that influence changes decisions today. In 2003, he launched the Boomer Project, a think tank to study the behaviors of Boomers over the age of 50. He co-wrote the book on it: Boomer Consumer. Since then he’s given over 1,000 keynote speeches and workshops to help organizations better understand the growing Gray Market opportunity.
The nation’s authority on the emerging Openly Gray Market and Mindset.
