Wolfe is the author of Serving the Ageless Market (McGraw-Hill, 1990), an internationally translated book that was the first business book to describe how developmental stages of life play a major role in shaping adults’ worldviews, needs, motivations, and overall behavior.

Wolfe’s newest book, "Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority (Dearborn, Nov. 2003) details why ageless marketing is often more effective than traditional niche marketing. In short, ageless marketing extends a brand’s reach across generational divides, letting a company preserve its position in younger markets while benefiting from the lift forces of the rapidly growing older population. The key is marketing to values rather than to age. Ageless Marketing can be sampled at http://www.agelessmarketing.com.

People over 40, by virtue their majority status, have changed the rules of marketplace engagement and dramatically altered the calculus of supply and demand. This is because narcissistic and materialistic influences on consumer behavior subside in the second half of life. Aspirations become more aligned with experiences than with “things.” As a result, the customer experience has become a major source of competitive difference because it often proves to be more compelling than the product experience.

Wolfe has authored over 100 essays and articles, many of which have appeared in well-known trade and professional publications. He is widely known for turning new insights from brain research about how people take in information, form perceptions, think and make decisions into actionable marketing concepts.

Wolfe’s reputation for cutting edge ideas about marketing and serving older people has led to assignments as afar away as Asia, Africa, and Europe.

His position as a provocative and cutting-edge thinker is evident in the academic world. He has lectured at numerous schools including George Mason University, St. Louis University, Loyola College, Bentley College, University of New Hampshire, and the University of Southern California.

Wolfe is a frequent keynoter at business and professional conferences and conducts private workshops tailored to client needs and circumstances.

Wolfe’s clients include American Express, Alexander Life Insurance, AARP, Coca-Cola, Del Webb, Ford Motor Company, Kimberly-Clarke, Marriott, MetLife, PacifiCare, PruCare, Schwann’s Foods, and Textron.

Baby boomers, Business, Aging, Management, Marketing, Leadership,