It’s someone’s 50th birthday every 8 seconds in the US, but retailers are still obsessively focussed on young people. A study by Credit Suisse First Boston, for example, found that in the US there 7,700 clothing chains selling to the teen market (with a theoretical sales of US $5.8m per store) but only 1,800 (with theoretical sales of US $19.2m per store) targeting baby boomers. As populations age more people will want to spend more time at home and they will want to make their lives as comfortable as possible. The implications of this demographic shift include everything from a boom in gardening to employing seniors (B&Q) and designing food packaging that people with old hands and poor eyesight can actually open.