Americans over the age of 50 are responsible for half of all discretionary spending in the United States [source: Rogers]. Boomers also have the lowest unemployment rate of any age group in America [source: Carter]. So it's no surprise that, with their relatively deep pockets, stable financial footing and sheer numbers, boomers have the full attention of marketers and producers of medical goods and services.
Just as their business has been coveted at every stage of their collective development, boomers will continue to find that companies looking to tap into this large demographic will anticipate their medical wants and needs.
As such, there will be a growing effort to develop and sell to boomers devices aimed at extending personal independence, or "aging in place." As boomers move through their 80s, 90s and beyond, there will be increased demand -- and the supply to meet it -- for services and products that facilitate wellness and mobility. This means boomers will be bombarded with ads for everything from vitamins to video games that are purported to prevent or delay dementia.
Market-driven increases in medical research will be beneficial for boomers, but they'll also be pitched plenty of devices and services that don't deliver as promised, meaning that there will also be a growing market for services that help boomers decide which is which.
Next: When boomers speak, others listen.