Need Recognition by Older Consumers‪.‬

INTRODUCTION For the next several decades the U.S. population will include a large and expanding number of older consumers. Several reasons account for this phenomenon. Since the turn of the century life expectancy has increased and will probably continue to some maximum age, perhaps 120 (Hayflick, 1994). Further, the "baby boomer" cohort group, the largest and most affluent in U.S. history, begins to turn 60 in the first decade of the 21st century. When the individuals in a large population cohort with high discretionary income live longer than their predecessors, marketers take notice (Moschis, 1992, 1994).