2006-08-17 / Living Well

How Old Are You?

Baby Boomers Redefine Aging in the New Millennium


'Boomers are trading shuffle board for skydiving, Cadillacs for Vespas and denture glue for sunscreen.' 'Boomers are trading shuffle board for skydiving, Cadillacs for Vespas and denture glue for sunscreen.' and taboo-shattering, these Americans continue to challenge the status quo, even as the first wave enters their "golden years." [The first Boomers turned 60 last January].

It's no surprise that as Boomers have aged, their trendsetting beliefs have deeply impacted their personal lives, careers, retirement decisions and relationships with the world around them. In a reversal of previous "getting old" mindsets, Boomers are trading shuffle board for skydiving, Cadillacs for Vespas and denture glue for sunscreen.

As healthcare improves, so do the lives of Boomer Americans who, as beneficiaries of the "Longevity Revolution," will have more years to contribute to society and accomplish their life goals than any previous generation. In fact, most Boomers plan to continue working well into their 60s and 70s as was the case of Arthur Wilson, the Los Angeles bus worker who decided to finally retire on his 100th birthday this year. As lives are extended well beyond outdated natural life expectancy, Boomers are setting their sights on the future and planning for a great one.

The Boomer legacy will leave behind a distinct set of values, but most notably inspiring, inviting, informing and spirited lives. For them and generations to follow, a new life begins at 50. Boomers are showing America how to live without restraints, armed with the confidence to look into the future and to continue building fulfilling lives. Boomers are not bound by typical roles and limitations in their "Age of Mastery," as dubbed by acclaimed author Gail Sheehy. Many Boomers are moving past dealing with "empty nest syndrome" and a larger number are actively dating. It's a natural transition for Boomers with more spare time and freedom to take exotic vacations and to spend liberally, enjoying life to the fullest.

For many Americans, turning 50 is seen as a chance to finally take risks and explore options they have always thought about, but never had the time or money to accomplish. There has been an increase in volunteerism and even entrepreneurship among people aged 50 and older. By the year 2015, about one-fifth of the workforce is expected to be 55 or older, making older workers even more vital to private and non-profit industries.

Not only are Boomers one of the most commanding consumer groups, but they are just as influential in almost every facet of society. Boomers are discerning, innovative and many have large amounts of expendable income. Well educated, many are healthconscious and some even prefer gray hair and wrinkles to collagen-filled lips and facelifts. Recognizing the power of Boomers and seniors, more companies now resonate with the specific needs and interests of these rebellious Americans.

For instance, one new company catering to Boomers is challenging them to live the biggest life possible and is helping them make their dreams and life goals come true. Eons, recently founded by Jeff Taylor (former CEO and founder of Monster.com), has created a contest that gives Boomers a chance to win $15,000 to fulfill a lifelong goal before they turn 100. People can enter the sweepstakes online at www.eons.com until July 10, 2006, for a chance to finally make their dreams a reality.

Boomers are quickly overtaking Gen Y's reputation as America's most influential age group as they continue to break ground on new territory for those 50+. Boomers have shown time and time again that even as they age, they will not be put out to pasture. Taylor may have said it best, echoing the Boomer agenda with his motto, "Let's live to be 100 or die trying." If history has taught us anything, Boomers will try and most likely succeed.

- Courtesy of ARA Content

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