That said, there is a generation gap of sorts in how people ages 45-59 determine personal value from organizations such as AARP, as compared with older segments. Extending the AARP brand means translating broad, favorable attitudes on the part of younger audiences into the personal value connection that will encourage them to become members, and remain members. This is the most family-oriented stage of life. The boomer generation has defined the trends in American culture at every stage in life, and promises to change the way we view aging. They were the first consumer and media generation, and are better educated and more sophisticated in their needs and desires than their parents' generation.
Boomers have such a different idea about retirement that the word itself is misleading.
They are sophisticated about accessing multiple sources of information and services and trust themselves to handle their own problems. But the boomer cohort is very diverse, and nearly one in four are very anxious about retirement, and an additional one in ten struggle to make ends meet now, let alone consider the future. They always have done things differently than the way things were done before, and as they get older they will continue to demand products that fit their individuality. AARP is working to support the baby boomers as they move into their 50s and beyond, by helping them make choices about how they want to live life, giving them a voice in the public forum to protect their and their families' interests, and reflecting their unique attitude about life in general, and life after 50 in particular. All rights reserved.