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get the latest trends affecting the aging population.

AGE DATA
Gerontology Strains in Advertising
As baby boomers come of age, the demographic population shift in America looks much different than it did a decade ago.

Older Americans by Population
Our cultural perception of aging as an uncomfortable subject we prefer to downplay, overlook, or gloss-over leaves a conspicuous vacancy and need within the advertising industry.

7 Reasons to Market to Boomers and Beyond
Learn how to gain the competitive edge you need for a more favorable position in the aging marketplace.

RESEARCH REPORTS
Are Americans Talking with Their Parents About Independent Living: A 2007 AARP Study Among Boomer Women
November 2007—Most boomer women have had conversations with their parents about their ability to live independently as they get older, but less than half have actually begun planning for care their parents might need. Findings from this survey of women age 45+ suggest that significant opportunities exist for educating the public in this area.

AARP Research Report:Boomer Wealth: Beware of the Median
September 2006— Reports suggesting that boomers have retirement savings of $50,000 or less underestimate the amounts that boomers have and are likely to have at retirement. In this AARP Public Policy Institute Data Digest, John Gist finds that the oldest boomers have significantly more than younger boomers, and those closest to retirement still have several more years to work and accumulate assets.