As longevity gets longer, people of age are redefining what it means to be old. It wasn't that long ago that old age was seen as a dreaded phase of life, sandwiched between one's "prime" years and one's "final" years. Then along came 76 million baby boomers with the self-interest and determination to change the way we see aging. Gone are the days of surrendering to age, as aging is now a positive — a privilege earned over time. The boomers are taking back control and their active approach to aging is creating new, high-growth markets with profound potential.