Reading about this website publication, which describes itself as a “global community for people over the age of 50,” brought to mind a recent news story about the rise of “marijuana parties” thrown by aging baby boomers living in retirement villages. The 50+ crowd is a lot more youthful and hip than it used to be. Its ranks include some of the world’s most celebrated “hunks” – Brad Pitt, Colin Firth, Johnny Depp, to name a few. So, it is interesting that the only 50+ publication that comes to mind is AARP’s. Its story content feels aimed at soon-to-be geriatrics, and its advertising weighs heavily toward adult diapers, chair lifts for stairs, arthritis drugs and walk-in bathtubs. Both the design and content of the AARP magazine feel like they were meant to appeal to the generation who lived through the Great Depression and World War II. Age 50 was probably set as the dividing line for seniors around 1950 when life expectancy in the U.S. was 65.
Consider this: those entering the so-called senior generation now came of age in the 1970s when disco reigned and Nixon resigned. To them, everything that happened before that is ancient history, not nostalgia. So it is interesting to note that High 50 is looking at the 50s as its own unique demographic segment, a smart move. Three-fourths of the nation’s wealth is controlled by people over 55, and by 2050, 40% of Americans are expected to be over 50.