In the not-so-distant past, senior citizens often disappeared from the mainstream activities of society. Businesses did not consider them a viable demographic market, community organizations labeled them recipients rather than contributors, and when they were included in commercials, movies or news segments, they were portrayed as unhealthy, unproductive and uninvolved: a burden on the economy and the younger generations. The tide has turned, however, and the image of the feeble and fragile senior is quickly being replaced. Seniors can no longer be ignored, and in an ironic twist, they have become the future concern of corporate America. In contrast to a traditional focus on the younger generations, the marketplace is scrambling to address the needs and concerns of its newest discovery: the aging population. With more financial resources and an increasing awareness of their power as consumers, the seniors of today are redefining the "golden years." The issues facing today's seniors are not dramatically different from those of the past. However, they are definitely dealt with......

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