While aging is an inevitable part of life, the American population is living longer primarily due to better living conditions and advanced healthcare. As a result, the stereotypical "senior citizen" no longer exists and many Americans want to look as young as they feel. Older adults are becoming a more significant group in the general population. In fact, the number of adults aged 55 to 64 will increase 47.6% from 2000 to 2010 as the older Baby Boomers move into this age group. In addition the number of people aged 65 to 74 will increase 16.3% during this same time period. With the large Baby Boomer segment becoming the next "older generation," it is important to understand attitudes towards aging and how they will affect, and likely change, the marketing of related products and services in the marketplace.

While aging is an inevitable part of life, the American population is living longer primarily due to better living conditions and advanced healthcare. As a result, the stereotypical "senior citizen" no longer exists and many Americans want to look as young as they feel. Older adults are becoming a more significant group in the general population. In fact, the number of adults aged 55 to 64 will increase 47.6% from 2000 to 2010 as the older Baby Boomers move into this age group. In addition the number of people aged 65 to 74 will increase 16.3% during this same time period. With the large Baby Boomer segment becoming the next "older generation," it is important to understand attitudes towards aging and how they will affect, and likely change, the marketing of related products and services in the marketplace.

Aging adults will spend upwards of $30 billion on anti-aging products in 2003. The significant amount of money willingly spent by consumers to remain youthful and vital combined with an aging population make it clear that this market will continue to grow. As a result, it is crucial for companies to understand attitudes toward aging among the current senior citizens in America and among the aging Boomer generation.

This volume presents consumer research focusing on attitudes toward aging, including what consumers think, feel and believe about aging and anti-aging products and services.

Attitudes Towards Aging: Volume I focuses on the cosmetic aspects of aging (preventing and treating wrinkles rather than preventing and treating arthritis for example), and covers market factors, consumer trends and an examination of anti-aging products.