From Publishers Weekly
The compilers of this comprehensive view of the "baby-bust" generation, i.e. tomorrow's adults, are marketing consultants to firms that court the 50-plus consumer. As they take a speculative look toward the year 2000, when adults over 50 will represent an $800 billion market, they conjecture on directions in lifestyles, politics, health care and other areas in the next century. Based on analysis of current trends, this informative survey offers a wealth of material, especially for those born since the 1950s.
Copyright 1989 Reed Business Information, Inc.
Copyright 1989 Reed Business Information, Inc.
From Library Journal
The media has "discovered" the elderly, and this book is a a sweeping, fairly general, and glitzy coverage of the subject, much like Ken Dychtwald and Joe Flower's Age Wave ( LJ 3/15/89). This touches on early retirement; Social Security; the future roles of elderly women; the possibility of intergenerational warfare; and even sex and the elderly. The authors emphasize the so-called baby boomers (those born 1946-64) and how their elderly years will differ from those of the current elderly. Reflecting the advertising background of the authors, the elderly are viewed to a great extent as consumers. A specialist in the field or a highly interested layperson might find this book superficial and not very new, but to a general reader, it may provide an overview. Readers wanting greater depth might prefer Our Aging Society , edited by Alan Pifer and Lydia Bronte ( LJ 4/1/86). See also Richard J. Margolis's Risking Old Age in America , reviewed in this issue, below.
- Ed. -- Dale Vinyard, Wayne State Univ . , Detroit
Copyright 1989 Reed Business Information, Inc.
- Ed. -- Dale Vinyard, Wayne State Univ . , Detroit
Copyright 1989 Reed Business Information, Inc.
