Reimagining the balance of work and play for the Baby Boomer generation, as the digital age evolves to be more connected while boomers are unable to retire.

2. LARGEST GENERATION IN AMERICAN HISTORY!
!
48-66 YEARS OLD!
Born 1946-1964 during post-WWII baby boom!
!
77.3M IN THE US!
Women: 39.5M (51%)!
Male: 37.8M (49%)!
!
LEADING EDGE (1946-1955) !
Came of age during Vietnam War era, the rise of rock n’ roll,
the civil rights movement, mass entry of women into the
workforce, and Kennedy/King assassinations.!
LATE BOOMERS (1956-1964) !
Came of age during Watergate, cold war, oil embargo, and
went from hippies to yuppies. !
Baby boomers
were born into a
post war culture
of affluence and
optimism.
Neilson and BoomAgers, 2012

3. !
We’re not just
old people!

4. Of US disposable
income!
70%! 41%! 59%! 91%! 53%!
Of customers
purchasing
Apple Laptops
Purchase online Use Email On Facebook
Source: Neilson and BoomAgers, 2012
Boomers spending habits are different than their other cohorts.
They make the most money, spend what they make, and want to
keep working to sustain their lifestyle. They are more tech savvy
and marketing friendly than is believed. The boomer market
potential too valuable to ignore.!

5. !
Global Outlook!
Local Outlook!
No Plans !
to Retire!
Retirement
Plan!
Hopeful Wanderer!
I’m planning on spending my
retirement connecting to my
family and friends all over.!
I’m planning on spending my
retirement connecting to the
people and places near me. !
Homeland Rancher!
Perpetual Connector!
I don’t plan to stop doing what I
do while staying in touch and
connecting with everyone. !
I’m going to continue to invest
in my life here. I’m digging in
and staying put. !
Homefront Builder!

6. Mary is a Perpetual
Connector, the center of
vibrant social circles of
friends and family.
But she struggles to stay
connected with all the
relationships she cares
about in her busy work life.
She feels extremely guilty.

7. And Mary’s not the only one. We heard this from all the Perpetual Connectors we interviewed.

8. In-depth interviews!
Between 52 and 66 years old!
Living across the US!
!
“I’m addicted to my
iphone. It is my
connection to the
world. I text and
email constantly!”!
“I worry about the well-
being of my loved ones. I
feel guilty when I can’t call.”!
“Skype and face-time help maintain
relationships with my friends and
family all over the world. It helps to be
able to see their faces to feel close.”!
“I wish I could let
them know what I’m
up to, when I’m
heads down and
when I’ll be back in
touch.” !
“I’m so busy all the time with
charities, work, and events. I
have many friend circles and
professional networks. I wish
there was a better way to
manage them.”!
“I wish there were
more integration over
my devices, of my
material. My devices
work for me, not me
working for my
devices.”!

9. Wouldn’t it be great if
BABY BOOMERS LIKE Mary
knew when & how to connect
with family & friends
and avoid feeling guilty about
keeping in touch?

10. Let’s
Empower Mary to make informed and timely decisions
to connect with people she cares about most.
By
Using state-of-the-art instrumentation, analytics, machine learning, and data
visualization to create a simple dashboard to increase awareness of complex
social behavior patterns. We can leverage familiar tools & metaphors to make
connecting easier and guilt free. !

11. The social forecast app
that helps visualize the strengths
of your relationships.
!
FOLKAST !
Folkast is a personal social forecast that learns who’s important to you and
anticipates the right time and way to connect or reconnect with the people
you care about most.
Avoid feeling guilty when you miss a chance to connect! Folkast empowers
you to reach out and stay close.
It’s a personal assistant you can trust that’s always with you wherever you go.
It’s smart, useful, convenient, and private.

12. 01 / Check Status
If you have a moment in your day or
month, you can check the statuses of
your relationships – it’s been 2 months
since you spoke to your niece. !
02 / Be Gently Reminded
Business has been taking over and
catching up with folks isn’t priority. Be
reminded on scheduled phone calls and
important dates you’ve set. !
03 / Forget and Still Connect
Headed out of town but didn’t let anyone
know? Folkast can push contacts based
on your location. Serendipity engineered
to work for you. !

13. Taylor Brown Mariana Quiroga Paolo Malabuyo Isaac Buwembo Sally Yee!

15. Client Pitch Day: Photos by Kimberly Bainum, Visual Recordng by Anthony Weeks