Those Hard-Working Geezers | Adweek Those Hard-Working Geezers | Adweek
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Those Hard-Working Geezers

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When old folks talk about working beyond the usual retirement age, you may picture them dabbling at occasional, part-time occupations. An article in the Bureau of Labor Statistics' Monthly Labor Review paints a different picture. Among 65-69-year-olds, 34 percent of men and 26 percent of women were in the labor force last year. And of those in this age bracket who had jobs, 70 percent of men and 53 percent of women were working full-time. Even among the smaller contingent of people 70-plus who had jobs, 55 percent of men and 41 percent of women were working full-time last year. Marketers who target old folks need to get past the notion that they're all wallowing in golden-years leisure.