The scientist Lewis Wolpert once lamented "How can a seventeen-year-old like me suddenly be eighty-one?" While it's human nature to want to turn back the clock, there's actually evidence that suggests that most of us continue to feel young as we age. If you're marketing to baby boomers, you're going to need to understand the difference between chronological age and the psychological reality that's affecting the behavior and choices of this incredibly valuable generation.
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