"From childhood on, were barraged by messages that it's sad to old. That wrinkles are embarrassing, and old people useless. Author and activist Ashton Applewhite believed these messages too, until she realized where this prejudice comes from and the damage it does. Lively, funny, and deeply researched, [this book] traces Applewhite's journey from apprehensive boomer to pro-aging radical, and in the process debunks myth after myth about late life....

The director of the MIT AgeLab argues that companies have misidentified the market potential of seniors, and discusses how companies can achieve growth through a better understanding of what this demographic wants in such areas as housing and consumer products.