Isn't it amazing! After decades of more or less ignoring the mature segment of our population, suddenly, that segment is garnering just oodles and oodles of attention! Well, a Boomer might reason, why not! Are we not exceptional in every way? Have we not re-defined aging? Have we not played a major role in incredible advances influencing every aspect of society? Are we not being told it is widely accepted that we intend, en masse, to never retire, but remain in the workforce, providing a lifetime of invaluable experience, and proving we are anything but over-the-hill! No wonder we are finally receiving our due!

Wrong! What is the real reason for all this sudden, positive exposure? It's all about the money.

Look at the Boomers through the eyes of marketers...We're fast becoming the largest segment of the population, the majority. Unlike a large portion of the younger set, most of us are not neck-deep in debt. Our children have been raised, educated, and are now out of our households, and living on their own. Most of us have actually endeavored to do some financial saving, some squirreling away of funds. The majority of Boomers certainly, are not wealthy. Yet, the mere fact that many of us actually have funds available to spend, as we see fit, has the marketing faction salivating.

Thus we Boomers will see a continued effort to pry from our grasp every dollar possible. We will be stroked, and lauded, and courted shamelessly, by every purveyor of goods and services. Any mention of retiring will be met by a plethora of articles aimed at keeping us in the earning category, maintaining our status as active and highly desirable, consumers. For that is our real importance, the reason for all this glorious, ego-inflating hype concerning the Incredible, Marvelous, Youthful, Boomer Generation.

---Jeannine Schenewerk
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