Perhaps there is never an exciting time to get really old, but, heck, that’s a long way off in the minds of Australia’s Baby Boomers. The extraordinary demographic swath of 5.5 million people born between 1946 and 1964 is determined to rock on. While largely ignored by advertisers and media that stubbornly skew their pitches to the 18 to 49-year-old sector, market research shows Baby Boomers control more than half the country’s wealth. In other words, they are in a bargaining position, and they will not be told how to lead their lives as they hit the traditional retirement age. They shook up the world in their youth and now the trail-blazing generation is set to do it again, redefining how we think about the third stage of life. “I get really offended when people refer to someone over 70 as old,” says Margaret Sutherland, of New Town, in one of our interviews. David Coleman, of Battery Point, is pre-Baby Boomer, but that doesn’t stop him from leading a full and active life. Indeed, he suggests, 80 may be the new 60.