Mature Markets -- Elderly Growth Patterns in U.S. Counties

Using 1990 U.S. Census data, this paper explores the shape of emerging "elderly markets" brought about by the rapid growth of the elderly population in this country over the past two decades. There is wide variation in recent elderly growth across the nation's 3141 counties. Areas with fast-growing senior populations are excellent targets for a focus on the better-off "youthful" elderly. Many of these are retirement areas that attract long-distance elderly migrants. Other fast- growing senior counties increased their numbers of young, prosperous elders through "graduation"--working-aged populations moving into seniorhood. Counties with increasing elderly populations will become more common as the 1990s wear on, and greater attention will have to be given to these populations.