In this article in Forbes, authors Ken Dychtwald and Bob Morison examine why companies and marketers have it all wrong about age. Older (retired) Americans cannot be painted with one broad brush of age. Their experiences, circumstances, situations, interests, wants, expectations, and yes, age, cover the gamut. They can be newlyweds, starting a new business, getting their college degree, beginning a new career, or any number of other scenarios not typically connected with people in this age group.
The authors also created a segmentation of retirees. Which group resonates with you?