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This paper is my report of the learning experience at the AARP workforce Issues Taskforce located in Washington DC. It investigates how the retirement of the baby boomer generation from the workforce and the resulting skills shortages it is likely to create. The empirical and academic research performed here is aimed to assist the Taskforce in their creation of the marketing strategy framework developed by Punam Anand Keller at the Tuck School of Business at Dartmouth.