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David Baxter


David Baxter has over twenty years experience leading groundbreaking research and consulting initiatives that enable clients to develop a deep understanding of their customers and create highly effective customer engagement strategies. He has developed a deep expertise in topics such as: 

- How demographic trends are reshaping today’s marketplace and economy 

- Population aging and the age 50+ marketplace
- The impact of changing demographics on the workforce 
- The emergence of the new retirement

- Generational and lifestage attitudes & behaviors 

David has overseen national and global thought leadership studies which have been widely featured in top media, including The Wall Street Journal, TIME magazine, Forbes, USA Today, the Washington Post, and CBS MoneyWatch.

He has worked with leading companies in the financial services, healthcare, housing, technology, travel, food, and entertainment industries, including Ameriprise, Bank of America, Charles Schwab, Genworth Financial, HSBC, Merrill Lynch, United Healthcare, and Viacom.

David is frequently featured in the media as a leading expert, is coauthor of The Handbook of the New American Workforce, and is contributing author to Longevity Rules. David is the Executive Adviser to the Berkeley Forum on Aging and the Global Economy (Berkeley-AGE), a center at UC Berkeley designed to forecast the economic implications of global population trends, and to help corporations, governments, nonprofits, industry groups, and the media understand and navigate challenges in a new era of unprecedented population aging. He is also a keynote speaker recognized for his educational, actionable, and entertaining presentations.

Prior to founding the Baxter Consulting Group, David was Senior Vice President at Age Wave, a research company focused on demographic trends and the age 50+ marketplace. He also served as an intelligence officer at the Central Intelligence Agency, where he orchestrated intelligence collection efforts and briefed key decision makers in the Commerce, Treasury, and State Departments on strategic developments in overseas markets and industries. David received his MBA at the Kellogg Graduate School of Management at Northwestern University, and his BA from Williams College.

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