During my 20 years as publisher of YourLifeChoices, Australia’s largest baby boomers’ website, I learned a lot from the 250,000 members. Frequent surveys taught me a great deal about older Australians and ageing, retirement, money and relationships.

A few truths cut through:

• Older Australians are not interested in ‘stepping back’ or seeking a more passive existence. Most declare they still feel like teenagers.
• Instead, most are seeking ways to enjoy ‘the opposite’ of retirement – the chance to re-engage in a new ar3na and do something they love.
• Most baby boomers are far from rich, greedy and hellbent on spending the kids’ inheritance. Most put family first with their savings. But they are increasingly frustrated by an unfair and overly complex retirement income system.
  
  

I’m no different. I’m loving the challenge of working with B2B clients who wish to better engage with boomer customers, through the right word, strategy and execution.