Fade age spots. Look years younger with a Lifestyle Lift. Great taste helps lower cholesterol. The suspicion that the target age group of mass media has altered in an upward direction is confirmed by a simple glance through the magazine section of the Sunday newspaper. Born during a 19-year period after World War II, the generation known as the “Baby Boomers” are now closing in upon retirement age. But more and more often, they are choosing to stay in their careers or to engage in a second career of more meaning to them than to retire to the golf course and the bridge table as have done previous generations.
By sheer numbers, this group is causing changes in urban planning, marketing, and even in the English language. In 2006, 12 percent of the American population was age 65 or older. These “seniors” are senior in more ways that one: 76 percent of them have graduated from high school compared to 24 percent in 1965. Median income in this age group has increased by 79 percent since 1974.
More than 6,600 people are celebrating their 65th birthday each day. Couple these sheer numbers of better educated, wealthier retirees that grew up in an age of intense social change with their willingness to volunteer to effect social change and you have a vast pool of available talent that is underutilized. Senior centers offer a number of physical fitness options as well as the usual social choices, but why not health and wellness along with travel and wine courses? Include CPR and First Aid with travel classes. The audience is there and the centers are being built; now is the time to provide input into how they are being built and to capitalize upon the potential resources that are exist.