November 24, 2005
Putting Retiring Baby Boomers to Work
As the first baby boomers are about to turn 60, a new advertising blitz is beckoning them not only to a new stage of life, but also to one built around making a social contribution.
"Lead the retirement revolution," one advertisement tells sixtysomethings; swap your roots in the "counter culture" for a new life in "counter retirement."
Another features a beaming boomer wearing a stethoscope, surrounded by children in the developing world. The banner reads: "Work for world
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