Society has stereotyped the elderly as those who are unable, dependent, institutionalized, and handicapped in various other ways. Stereotyping older people in this manner allows them to be cast aside in the market as well. The marketing community should concentrate more on this thriving aggregate, for they have disposable income--some for the first time in their lives--and time to spend it. Average per capita income of households headed by someone over 65 is only $500 less than that of the working population as a whole. Despite these figures retailers still do not pay meaningful attention to this potentially lucrative market. The Marriott Corporation has taken a new approach to the elderly by trying to find out what the needs of this group are and how to meet them. They have come up with a "new service business" called Lifecare, a residential retirement community that not only provides personal care, health care, and all the necessities, but is designed to keep older people active and full of life by doing things with other people their own age. More marketers should overcome the archaic concept that those past middle age stay at home, clean their dentures, and worry over arthritis. They clean their homes, watch television, go to restaurants, and travel. It is time to cash in on this growing, robust market segment and reap the benefits. (Thirty-three notes are included.) (MS)