Bulging Wallets and a Sense of Adventure

As Boomers age, AARP is changing to profit from the age wave they were first in taking seriously.

They are not alone.

More companies are waking up to the fact that the 76 million baby boomers - those born in the United States from 1946 to 1964 - are moving into old age in huge waves. Indeed, some 10,000 boomers turn 50 every day, and they are entering their later years with bulging wallets and a sense of adventure.

The New York Times reports AARP is selling more products - not just car insurance, but cruises, CDs and concerts, investment funds, a consulting service and a "seal for approval" program where it will endorse for a fee, products it likes. They are looking for

a telecommunications partner to help it devise an elder-friendly cellphone service, and for vendors who will make easy-to-open luggage, better home lighting and other products that AARP can sell. and investing $10 million to do so. In addition, they formed a subsidiary AARP Financial to create a range of financial products and services for members.

AARPs notion of what being older is really like is changing as well.

"We're going to downplay grief and loss, widowhood, death and dying, and emphasize ways to help people stay productive and age comfortably, in the place of their choice," said Nancy A. LeaMond, group executive officer for social impact.
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