Shoppers of a Certain Age: Somehow, the Media, Marketing, Advertising Have Lost Track of Women Over 50

The current issue includes articles on first dates for women getting back into the social scene and small-plate dining at restaurants. Also discussed on the site is "aging in place," or home design that accommodates the fast-rising number of elderly in this country, by Shankman-Cohn, a specialist in the area from Memphis.

Curbless showers and stronger lighting are elements of it, she said, but it's really about design for everyone. Wider doorways and hallways and fewer steps aid moms hoisting groceries and babies, as well as seniors in wheelchairs or walking with care givers, she said.

Often the "gray" trend overlaps nicely with the burgeoning "green" trend too, she noted. Deep, padded carpet, for example, is dangerous for people on walkers and terrible for wheelchairs. Much better are sustainable floors of natural hardwood or cork which are also easy on joints. Florescent bulbs can have a life cycle of 10,000 hours, aiding both energy conservation and seniors leery of ladders.

"People ask for it (aging in place) without knowing it," Shankman- Cohn said. "They're downsizing and they want lower maintenance and more open rooms."

At 55, Shankman-Cohn said she personally is living "the best time of my life. I'm more confident and independent with nothing to prove anymore."

She concedes that younger people in her office often have to explain to her the new technologies.

"But it's a two-way street," she said. "I have things I can teach them about design."

The lives of Shankman-Cohn and Leicham dovetail with Heisser's own life and experience of baby boomers today. "It's a very vibrant time of life," she said, with more women working at things that truly interest them, starting new businesses, getting involved again in humanitarian issues.

"Boomers have never done things the way they're supposed to," she said. "They forge new trails, make things happen. And this time of life won't be any different."