The baby-boomer generation is the biggest population in the U.S., and they're responsible for 67% of consumption. But only 5% of marketing budgets are geared toward them. Boomers appreciate and will pay for design. They came up with recyclability and organic products. They don't want to retire and move to Florida, and they don't tolerate physical discomfort. Right now, pharmaceutical products don't fit the notion of how these people plan to live