Linda Stern

It's Not All Downhill for Boomer Retirees

You've seen the commercials: hippie vans, long flowing hair, Woodstock music and rhetoric about "the generation that swore it would never grow old." As members of the postwar cohort head into their 60s and beyond, marketers are portraying them as free spirits who are set to defy the stereotypes of old age. "It's been said that the [baby] boomers have reinvented every stage of their lives and they will reinvent retirement," says Bill Novelli, head of the AARP. "But we don't know yet.