Seeing “people who look like me” is also crucial when reframing the perception of marginalized groups. We’ve seen efforts in recent years to increase positive visibility for various groups, so it makes sense that the same effort is now being made when it comes to older adults.

That effectively pushes the outer edge of what we’ve historically called “midlife” to around 75. And this is without any of the medical advances we’ll likely see in the next 10 to 20 years that will extend not only lifespan but healthspan.

Plus, the actuarial tables at the time said that even if you did make it, you’d only collect for about 12 years, tops. Nowadays, more people reach the age of 65 than ever before. And if you do make it that far, you will likely keep going for another 20 years or more.

Our modern idea of retirement was created by marketers based on a temporary set of circumstances that hasn’t existed in over four decades – and yet the popular conception persists.

From a marketing standpoint, that won't mean much if those older people don't spend money. The assumption has been that they don't, all thanks to the idea of retirement at age 65.

Within a decade, the largest economic group will be the population above age sixty, which will give rise to the “gray market”—the largest consumer bloc of all. By 2050, one in six people worldwide will be over 65, one in four in Europe and North America.

People age fifty and over already account for more than half of consumer spending in the United States and 83 percent of household wealth, with both numbers expected to increase significantly.

You can’t escape hearing about the shift. Lower birthrates and longer lives mean older people are becoming a force that can’t be ignored any longer. And why would you want to ignore this level of economic clout?