Wednesday, June 12, 2013

Life Reimagined: Rebranding to Reinvent


The AARP (the new name for the American Association of Retired Persons) is transforming its mission.  The new mission is to work with Baby Boomers to get them to reimagine their careers.  Retiring is not an option for most Boomers.  The focus is on anything to start a second career, to think in terms of extending one’s work life.

To facilitate their new approach, AARP has created a “Life Reimagined Institute” and developed extensive online materials for Boomers to “explore” the future.  It all starts with an online assessment and then provides tailored applications.  The resources are specific and extensive, and those retired persons not really interested in a new direction may tire half way through.  But for the serious, these are extremely valuable insights and resources.  One does not have to be a member of the AARP to enroll in the process.

Helping Boomers to navigate the future has turned into a big business, and the AARP isn’t the only player.  It does have a head start since they have 37 million members, almost one quarter of the size of the U.S. labor force.

Employers and others interested in the trend can learn more at:

Similar sources:

Boomers: “Your new calling is calling.”