The What’s Next Boomer Business Summit has shed some incredible light on the boomer market and their aspirational attitudes toward life.

“Aging is no longer a bell curve,” said Jody Holtzman, Senior Vice President of AARP’s Thought Leadership group, during his keynote speech to begin the conference, and it was a remark that immediately struck me.

Gone is the idea that life hits its peak at midlife. Way gone. Aging boomers today are seeing life with more and more opportunities than ever before. They are traveling more, starting more businesses, and spending more money than any generation.

It is important for marketers to realize this and not put boomers in a box. Boomers are rebels, dreamers, and energetic go-getters, and any business looking to target products or services to this powerful consumer group will have to reach them by creating valuable relationships with their customers.