Wednesday, March 14, 2007

Think Attitude, Not Age

"...age is not a concept relevant to understanding baby boomers. Indeed, the active rejection of a traditional concept of aging is more reflective of what motivates boomers. The nullification of anything strictly tied to age typifies boomers. This is reflective of an underlying sense of youthfulness that has long been the defining generational essence of boomers. But age nullification is not about reverting to adolescence. Rather, it's about refusing to let age and its restrictive stereotypes hold back or repress a spirited, continually evolving approach to life. Age nullification means a felt sense of permission to do anything one is interested in and capable of without worrying about age appropriateness. Age is not a barrier that defines or restricts alternatives. Age is not a source of embarrassment. Age is simply not relevant. Boomers just take it for granted that age doesn't apply."

-- J. Walker Smith, president of Yankelovich, Inc.

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