suited for commuting and carting kids to soccer practice; price often plays a more important role than brand during this life stage. The baby-boom buying frenzy of the 1980s and 1990s, character- ized as the Need Economy, put retailers on Easy Street to growth and profits. Today, however, the Need Economy is giving way to the Want Economy, which ticks upward every seven or eight seconds, as another baby boomer someplace in the United States turns 50! Often, these peers of Mick Jagger are at the height of their careers and earning power, have low or no mortgages to pay, and have generally reduced family responsibilities.* Yet, as they reach age 50, their need to buy things to build a household is decreased, unless they have to furnish a second home due to divorce. For the most part, as they become empty nesters-with children out of the house and later out of college-they find themselves with too much stuff. They are in the unique position of having the ability to buy what they want but without the immediate need. Boomers have freedom both to spend and withhold spending. Because they already have enough housing, cars, and clothing, they not only have the freedom to spend on what they want; they have the freedom to withhold until they find exactly what they want, whether thats a Jaguar, a Hummer, or a Cadillac. This elevates the importance of brands in reaching growing, profitable market segments. If brand managers can create fans among aging baby boomers, the likelihood of converting interest into a sale is greater, because the boomers can     *However, Mick Jagger himself seems each year to discover another new family responsibility, if you follow the paternity suits filed in various places. th e ro l l i ng s ton e s: b e yond s at isfac t i on | probably afford to buy it. Thats a major difference in their lifestyle compared to a decade ago. Aging baby boomers become fans of brands that fulfill certain expectations-quality products that are aesthetically pleasing, per- sonally satisfying, natural, convenient, easy to use, and, if possible, noncaloric. Expect empty-nester boomers to indulge in luxury travel, restaurants, and the theater, which often means they need more fash- ionable clothing, jewelry, and the designer brands found in depart- ment and specialty stores. They watch their waistlines and diets and are good prospects for spas, health clubs, skin care products and cos- metics, beauty parlors, and healthier foods. As they approach retire- ment, they purchase condominiums and begin to take more frequent but perhaps value-oriented vacations, often purchased online. They need financial planners with financial products oriented toward asset accumulation and retirement income-perhaps even stocks that pay dividends.