This document discusses marketing strategies for targeting older consumers, referred to as "golden agers", "babyboomers", "youngtimers", and the "silver generation". It notes that advertising is often a "song nobody wants to hear" for these groups. The document then profiles "John", born in 1955, and discusses how his marketing needs and experiences will change as he ages, such as changing work conditions, health care developments, and finding new icons and models for campaigns. It suggests viral marketing and bridging gaps between generations as potential strategies, while stopping an emphasis on associating aging only with problems and disabilities.