By the uninformed, they are called seniors, retirees, golden agers, seasoned citizens or mature adults.

But, no matter how you might want to classify people over the age of 70, chances are they see themselves completely different than you do – younger, more vibrant, educated, adventurous, and self-reliant.

Why does all this matter?

It matters because we all, regardless of our age, represent a lifetime of distinct experiences, decisions – both good and bad – and brilliant moments of grandeur and whimsy. It matters because we are intelligent individuals who know how we want to live and we come to the table ready, willing, and able to live life on our terms.

It has nothing to do with age and everything to do with just wanting to be yourself.

That's exactly why we work a little bit harder and try and be a little more creative, because marketing to Bob, Kate, Steve, and Robin is no longer the same "old" story.