Many companies have used census and survey data to develop new marketing strategies focused on older customers, a population segment that has often been overlooked in the past.7 A study by AARP, the advocacy group for people over 50, found that, for many products, the majority of people over 45 were not loyal to a single brand. Companies have begun to realize that this segment of the population is increasing in size, may have more discretionary income than younger groups, and may respond to approp1iate advertising.