Chapter 1. A Global Overview of the Boomer Market

We are on the cusp of a revolution. Since January 1, 2006, a baby boomer has turned 60 every seven seconds. This transition will continue for the next 19 years.[1] It will bring a revolution in longevity, and its impact will be felt for decades to come.

Millions of people who are now celebrating their 60th birthdays can expect to live longer and more active lives than 60-year-olds could expect a generation ago. What makes this “bonus round” especially compelling is the size of the potential customer base around the globe. There are 77 million baby boomers in the U.S., but the United States was not the only country that saw a sustained increase in fertility during the post-war years. In developed ...

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