NEW YORK: Active baby boomers are reinventing themselves while marketers track their resilient purchasing power.
As the first wave of the baby boomer generation turns 70, precious few of them act their age. It’s a new kind of older generation, more affluent, healthier and more adventurous, with spending patterns and a cultural presence that defines ubiquity.
Their music is everywhere, the soundtrack for hit movies like Guardians of the Galaxy, The Martian and Our Brand is Crisis. Their heroes are iconic, like Diana Nyad, who swam from Cuba to Florida without a shark cage at 64, inspiring adventurous and challenging destinations on boomer bucket lists.
“I’m really struck by those extreme examples of boomers pushing their bodies beyond what we thought an aging body could handle,” says…