Excerpt from Advertising to Baby Boomers © 2005:
Nine years later:
Older, Richer, Wiser? Don't underestimate the over-50s
Another misconception that was blown out of the water at this year’s event was that retirement and old age is a time for winding down …. The session gave the audience a real-world view into the hearts and minds of mature customers and the fact that they no longer see retirement as a chance to wind-down but more as a chance to rediscover and reinvent themselves.
Just for fun:
Going Nutty Over Older