At the mention of AARP, do you conjure geezers? Orthopedic shoes and rocking chairs?

So do I. And I’m eligible for membership (age 46+).

Time marches on, and apparently, I too am now old.

Although I’m quick to point out that age is relative. For example, I’m younger than 70-year-old Ringo. Is this why I continue to throw away AARP’s frequent invitations to join? Am I an ageist?

If so, I’m not alone. Nielsen asks, “Why aren’t TV advertisers targeting Baby Boomers, a demographic with proven clout at the cash register and demand to spare?”

Even though the 76 million Boomers are living longer (thanks to better healthcare) and continuing to work (thanks to the recession), many marketers are sticking to the historical age targets: 18-49 and 25-54. Long-term, this may be a good strategy for building brands with younger consumers; short-term, marketers may be missing the boat.

Neilsen’s research found:

• Boomer households represent more than 50% of sales in 98 of 122 product categories analyzed.
• Boomers account for 55% of sales of 4,000 popular household brands.

To say AARP represents retired people is no longer accurate. About half of its 40 million members are still working. In 1999, it dropped its name, the American Association of Retired Persons, in favor of the acronym. “We like to say we’ve retired the word retired,” said AARP senior manager of media relations Michelle Alvarez. “(Boomers) are starting to change the way people see aging. People aren’t retiring at 62 or 65, and sometimes that’s because they need to for economic reasons, but large percentages of entrepreneurs are over 50. They’re starting restaurants. They’re going back to school.”

Which is why AARP now features celebrities such as Bruce Springsteen, who is approaching (gasp!) 61, on the cover of its magazine.

For marketers interested in shaping messages to reach Boomers, Mintel Research Consultancy identified through recent research what they are thinking.

• Aging boomers are both hopeful and pragmatic about the future.
• They are still learning to age gracefully. They seek peace of mind, not the fountain of youth.
• They care about value, sensibility and financial conservatism, not indulgence and escapism.
• They plan to spend more time at home with family.

Gotta go — early bird special!