Dychtwald argues that as the boomer generation continues to mature, life's second half is about to be further transformed, and that in the next several decades, this age wave will shift the epicenter of consumer activity from a focus on youth to the needs, challenges, and aspirations of maturing consumers. Because of the aging of the boomer generation, we are about to see an explosion of maturity-oriented products and services such as: nutraceuticals, cosmeceuticals, fitness communes, re-careering, philanthropreneuring, career-transition coordinators, smart homes, long-term care and longevity insurance, equity-release, reverse mortgages, college campus-based retirement housing and Internet cemeteries. However, the age wave will also put unprecedented pressure on families, communities and governments as multiplying numbers of older adults strain entitlements, eldercare, healthcare delivery and pensions.