The older population now covers more than 40 years. You have grandparents (90+ year olds), parents (70+ year olds) and children (50+ year olds ) that are treated as one group and you look at them as all the same! This group of 75+ million, are Active Agers open to trying new things and are very savvy. Branch out. This is a very large group of spenders with huge purchasing power. Look to update your advertising and be where Active Agers are.