Changing Perceptions of Aging

Older people are behaving differently today, and advertising and marketing agencies are starting to catch on. Brands and advertisers are recognizing that the over 50 market is significant and diverse, with punk rockers now in their 50s and 60s. The 50-plus market has significant purchasing power, with a third of the workforce being 50-plus and over 50s spending a greater share of the nation's income. The perception of aging is changing, with a focus on staying healthy in body and mind. Age is now seen as a state of mind, and older individuals are embracing life, showing their bodies and personalities, and participating in activities typically associated with younger generations.