In Age Power, author Ken Dychtwald notes that in the 1950s and 60s, the sheer numbers of leading edge Baby Boom kids overwhelmed the American school systems. They were often crowded two to a desk. Schools were forced to offer double and triple sessions and extend school years to accommodate demand. Later these same kids hit college in record numbers. The number of college students tripled between 1965 and 1975. They fought for every spot.

For many younger Boomers, their life lessons began as pre-schoolers. In 1968 Mr. Rogers hit the TV screens, and one year later Big Bird debuted with Sesame Street.

The result? The most educated generational cohort ever.

This movement towards lifelong learning actually began with an older generation. It was the GI Bill that gave 15 million WWII veterans access to higher education, once reserved for the wealthiest Americans.

For today’s 50-plussers, the love of learning has gone far beyond classroom walls. The popularity of self-help books … heck, even Jane Fonda’s Workout tapes … all were early examples of businesses that profited from the generation’s drive to learn and improve themselves.

How are various industries responding to this enthusiasm for education? Community centers, cable TV and the Internet all feature instruction on the arts, hobbies, vocations and more. University continuing education programs are beginning to respond to demands from 50+ers seeking out programs on everything from flower arranging to career re-training.

Elderhostel was founded in 1975. It created and defined a new niche – learning while traveling. This non-profit organization now sponsors 8,000 “learning adventures” for 160,000 older adults each year. Boomers especially are seeking out trips that include experiences ranging from education to volunteering to adventure.

A new understanding of how the brain ages also plays a part in the growth of learning options. Mature consumers want to “use it or lose it” and will seek out new experiences that help them do just that. Nintendo has tapped into this motivation with their Wii system as well as their “brain games” software releases.

Many of our clients are tapping into the desire for lifelong learning. One community partnered with a local community college. Together they developed health and wellness programs specifically targeted to the interests of active adult residents. Another client teamed up with The Osher Lifelong Learning Institute (OLLI) and has opened an OLLI campus right in the community. A third has found a wealth of knowledge in their own residents – they put on educational programming featuring homeowners as "guest lecturers."

Quick: Can you name three ways that your company can tap into the lifelong learning movement? Better understanding the educational desires and motivations of 40+ consumers can help you attract new leads, strengthen relationships and build profits.

As seen in many of this years 50+ Award entries, resources for continued education are more than just an amenity. Boomers are expressing the desire for self-improvement and lifelong learning within the comforts of their community.

--------------------