Roger Chiocchi, author of Baby Boomer Bust? and principal of Brandloft, revealed results from his study conducted for his book on how baby boomers around the nation have been impacted by the recession and where they stand in terms of retirement.

3. Six Major Themes/Dimensions: 1. Budgetary Restraint 2. Institutional Antipathy 3. Liberal Antipathy 4. Slippage 5. Credit Card Avoidance 6. The Blame Game

6. What They’re Saying: On Retirement: “ The idea of retirement has become further and further away.” “ I have enough to live on, but not to retire.” “ I will not be able to retire and maintain my present life style.” “ As a Texas teacher, my retirement pension will be appx. $3900 per month before taxes and medical insurance. Retirement becomes a joke.” “ I have no retirement plan. We have a little savings and that’s it. I will work until I can’t and die.”

9. What They’re Saying: On Blame: “ Really mad at Wall St., big banks, investment firms and mortgage companies. They were all very responsible.” “ Treating homes as casino chips was a poor idea, and packaging loans into traded derivatives was destructive.” “ Small banks that stuck to the tried and true are fine today.” “ I’ve been fiscally responsible and now I’m supporting the slackers.” “ I witnessed the rampant greed and puffery led to the current credit/mortgage situation….there were few controls and zero accountability.” “ Most people in government and executive positions are immoral – until that changes our country will go downhill. ‘The Fall of Rome.’”

13. What They’re Saying: On Employment and Consumption Patterns: “ Both my husband and I had jobs eliminated last year.” “ Husband had to fire half of his department and is seeking to take package and leave before company’s benefits decrease.” “ I have cut up most of my cards. I used to pay them off when extra money came in but then the extra money stopped. I found myself with $28K in credit card bills.” “ They decreased my limits on my cards and increased my finance charges. I have decided not to pay.” “ Haven’t been to the beauty salon for nearly a year. I’ve been cutting my own hair and it isn’t pretty.” “ All non-essential expenses were reduced significantly or eliminated.” “ The 46 inch flat screen will have to wait… A bigger TV doesn’t make me happy.” “ We’re going to cut back – Anna Wintour was recently quoted at an ostentatious fashion show: ‘That’s so Dubai.’ In other words: ‘that’s so over.’”

17. What They’re Saying: On Declining Home Values and Stress: “ Pity the people who lost their investments plus the house decreases and they if they lose their job – times will be very tough.” “ If I lose my job, my house will be foreclosed within two months.” “ The only way to get assistance is to stop paying the mortgage, which I don’t want to do. “ I always worry about my job.” “ I definitely feel more stressed about my retirement savings. I’m hoping I won’t have to work until I’m 80! “ I’m mad as hell and I don’t know who to complain to.”

18. Baby Boomer Survival Guide

19. How Can Boomers Possibly Survive? Cut Back on Spending NOW! Fill in the GAP. Re-Invent Yourself Seek Out Affordable Living Alternatives

20. Baby Boomer Marketing Opportunities

23. www.babyboomerbust.net www.Brandloft.com