Ageing is no-go area for baby boomers

[20 June 2007 - The Guardian] In sharp contrast to their US counterparts, Britain's baby boomers are not yet ready to embrace positive ageing, it seems. Launched last May with investment of £5m, Heyday, a membership organisation aimed at the over-50s, was "a step too far too fast", its parent and backer, Age Concern, admits. The venture hoped to attract 300,000 members, for a subscription of £26 each. Benefits include a magazine published six times a year, and offers on goods and services. But its membership stands at 44,000 and the majority of members are aged between 65 and 80. The Charity Commission has queried the organisation's aims, and three senior managers have resigned over the last year. In a statement last week, the charity said: "Age Concern England has accepted that its strategy to engage with baby boomers in their 50s and early 60s has not worked. Younger people did not join in the numbers anticipated." More