Richard A. Lee

Americans in their fifties and beyond have significant economic power, Richard A. Lee asserts in the following viewpoint. According to Lee, a marketing consultant, these adults have substantial discretionary income that they often spend on their children or on the formation of new households after a divorce. In addition, Lee maintains that as these consumers age and become physically weaker, they are likely to devote their income to services that assist with tasks they no longer have the strength to complete, such as mowing the lawn or heavy lifting. He argues that advertisers need to target these consumers and not neglect the economic power of the aging.

As you read, consider the following questions:

1. What is the average discretionary income for people between the ages of 55 and 64, according to the author...