Most baby boomers research studies aim to define current attitudes and segment a market that dominates by its sheer size. Everything about this group has been the subject of scrutiny: their shopping behavior, media preferences, living arrangements, politics, and more recently, their views of retirement and needs for financial planning.

As boomers move into their 60s and 70s over the next 20 years, they will not only carry their revolutionary history with them. They will extend it into a new realm. Biology, the very basis of human life, will be up for grabs as boomers make choices about physical aging that no previous generation has had to make.