What happens when the generation that couldn't trust anyone over 30 turns 65-and what will they do in their spare time? How will they spend their Social Security checks (assuming they actually get them)? Where will they buy their golf clubs (assuming they even like golf)? Who will clean their houses? If they're divorced or widowed, how will they get back into the dating scene?
These are the kinds of questions franchisors and franchisees are already asking as they gear up for the passage of baby boomers (those born between 1946 and 1964) into retirement. Nearly one-quarter of America's citizens will be age 65 or older by the year 2030, and 3 million will turn 50 in each of the next 15 years-making aging baby boomers the hottest "new" market around. Not only are they the largest segment of the population, they're also the wealthiest, most educated and most active generation in American history.
This article was originally published in the October 2000 print edition of Entrepreneur with the headline: The Aging And The Restless.
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