ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book examines the assumptions underlying the concept of generational equity from a political economy perspective enriched by a consideration of the moral economy notions in which attitudes toward the old are embedded. It also examines the various factors contributing to the new business image of the old as a potent new market with considerable financial assets, a high level of discretionary spending, making this group ripe for all manner of new products and services. The book suggests the eagerness of business and industry to capitalize on the “gray market” may also reinforce age separatist policies and approaches, and create artificial needs, frequently by reinforcing gerontophobia, the cultural dread of aging so prevalent in American society. Political and moral economy perspectives share some important similarities, the fact that both ground the analyses of topics such as aging in considerations of broader sociohistorical processes.
