Those turning 65 and aging in to Medicare make up one of the largest sectors of consumers and, therefore, have captured the attention of marketers. Unlike their parents, who wanted to relax during retirement, today’s age-ins want to get out and do all the things they’ve always dreamed of doing. They’re more active and health-conscious than their own parents were, and medical technology makes it possible for them to live healthier and longer. This indicates that they will likely need insurance for a longer period of time and will seek out plans that suit their needs. Learn more about how this group shops and buys and what moves them to make decisions.