Focusing on the Baby Boomer generation, this argument explores how this group is permanently destroying previous attitudes toward aging, retirement, senior citizens, and even the concept of death. An analysis of welfare rates and health-care costs demonstrates that the “Boomers” are influencing everything from education and employment to housing, health, beauty, and sex. With solid statistical support, this groundbreaking study takes a closer look at new kinds of social relationships as well as new products that can reduce or even eliminate the effects of aging. The topics covered offer a sneak preview of an imminently new society?one in which receiving a gold watch at the age of 65 will simply mean the first half of life is over.

David Cravit's profile page

David Cravit is the senior vice president of marketing for Fifty-Plus.Net, Inc. He has more than 30 years of experience in advertising, marketing, and consulting and has participated in the creation and placement of more than $5 billion worth of media advertising. He lives in Toronto, Ontario.

"A 30-year advertising veteran presents a strong case for why marketers need to put Baby Boomers back on their radar screens." “Direct Marketing News