Ironically, many companies pay lip service to the value of older employees.
Elder employees tend to be loyal, hardworking, conscientious and reliable.
But these same employers, Steinhauser explains, might also complain that senior workers are costly, less adaptable and lack technological savvy. Because of their sheer numbers, and potential wealth, the postwar generation will redefine how America ages. They won't see themselves as old but will want accommodations made to fit their needs and interests. They will push society to the limits based on what they want. This is a huge market.