The latest buzzwords for Baby Boomers are "reinvent," "reimagine," "encore"—anything that suggests a second chance or a new chapter.
And because Boomers are such a huge market, all sorts of businesses, organizations, authors, life coaches, financial advisors and others are trying to serve the needs of this generation of an estimated 76 million to 79 million, many of whom bristle at the thought of slowing down.
Helping Boomers navigate the future is turning into a big business, spawning career websites such as Encore.org, and books including Second-Act Careers and Reboot Your Career. Life coaches and financial advisors offer more personalized attention, often with a hefty price tag.
But now, there's a freebie: LifeReimagined.org, launching today by AARP, the nonprofit advocacy group serving the over-50 set. The site is free to anyone who registers, not just AARP's 37 million members. "It has an ageless feel to it, and that's by design," says Barbara Shipley, AARP senior vice president of brand.
The site offers goal-setting advice for careers, health and relationships; there's also a private social network called Sounding Board. Organizers envision local events with face-to-face time among peers. Pilot events are planned in Arizona, California, Georgia and South Carolina. There's also the online Life Reimagined Institute for Innovation, which could have a physical home by summer.
LifeReimagined is the latest step for the AARP (formerly known as the American Association of Retired Persons) as it continues to rebrand itself and become the go-to address for feeling good about aging.