While past generations were known for entrenched habits, frugality and sedentary lifestyles, today's consumers in their 60s, 70s and 80s are showing a willingness to travel, dine out and adopt new technologies. That's why the advertising world is changing their approach on how to reach older consumers, particularly as more and more baby boomers enter the upper bracket. How should advertisers be marketing to baby boomers as they reach old age?

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