Everyone knows the 50-plus market is a huge opportunity. Between 2000 and 2010, the number of U.S. consumers over the age of 50 will increase by 30%. This group earns more than 50% of discretionary income and buys one trillion dollars of goods and services each year.

Despite this, many companies fail to leverage this opportunity. Why? Because they are strangers in a strange land. They fail to appreciate the complexity of this three-tier marketplace. They believe inaccurate age-related stereotypes. And they communicate with 50-plus consumers in inappropriate and ineffective ways. Result: lost sales, lost customers, lost profits. There is a better way.