More seniors, like this elderly man water-skiing with bare feet, are among today’s adventurous and well-heeled silver-haired set. The wellness industry now wants to cash in on the elderly market. Photo: Getty Images

Health and wellness companies target boomers – fit, active and the healthiest ageing 50-plus generation ever

  • Perceptions of ageing are changing rapidly; as Jennifer Lopez showed in her Super Bowl halftime show, for many life really does begin at 50
  • Many advertisers don’t see baby boomers as young at heart, but shrewd players in the wellness industry see there’s money to be made in the ‘silver economy’
Topic |   Wellness
More seniors, like this elderly man water-skiing with bare feet, are among today’s adventurous and well-heeled silver-haired set. The wellness industry now wants to cash in on the elderly market. Photo: Getty Images
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