, a New Website Devoted to Active, Healthy Baby Boomers Launched May 1

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New website is "a dialogue about how we can live, work and play in an ethical, sustainable way. And enjoy every second of it."

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RSS, a website devoted to active, healthy baby boomers, launched May 1.

There are 77 million baby boomers in the United States alone. When it comes to the internet, they are either ignored, reviled or pandered to.

"The first American boomers just turned 65 the last are 50, but almost every so-called boomer website on the web is peddling diapers and retirement homes," says Lloyd Alter, founder of "In fact, many in the 50-65 generation are starting new businesses, reinventing their lives, coming out of the closet, getting fitter and healthier than they have ever been."

They should be a marketers dream, controlling $13 trillion of the nations assets and spending $ 2.9 trillion last year, buying the most vacations, cars, and luxury goods. They buy the best cameras, own a third of the iPods and half of the Macs. Yet Seth Godin notes that "most traditional advertisers are stuck in the mindset that thirty is the end of your chance to find a new customer or build a new brand."

But Alter, who also writes for the world's largest green lifestyle website, , claims the post-fifties are not just interested in fancy watches and resorts.

"I think we are better than this."

"We can't just spend our money having a good time while the planet continues to be overcrowded and overheated. We have to do it right. We have to go beyond doing the green thing; we have to do the ethical thing."

"This website is about doing it right. About making the choices that let us live healthy, happy and active lives without leaving the bill to our grandchildren. Its content is relevant to people of any age, because we are doing the things that people of any age do; but there is a tone and nuance that speaks to a more experienced crowd that has been around the block and had their share of successes and failures. Authenticity matters. Ethics matter."

"We are going to open a dialogue about how we can live, work and play in an ethical, sustainable way. And enjoy every second of it."

Talented and experienced writers from the USA, Canada and the United Kingdom are contributing to the new site.

Visit or contact lloydalter(at)gmail(dot)com.

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