ed’s let­ter

Mercury (Hobart) - Magazine - - UPFRONT -

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.

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