Management: Growing Younger

How profitable services and a savvy marketing campaign are fueling AARP's torrid growth

Everybody loves Grandma, right? But what if she's going to bankrupt the country? Every seven seconds an American turns 50, and the oldest baby boomers will reach 65 in four years. That generation accounts for 78 million Americans. They consume 40% of the federal budget through such programs as Social Security and Medicare. And policy experts fear that the coming wave of seniors could swamp those programs--leaving a gift of higher taxes and reduced benefits for their kids. "The crisis is coming--we know that," says Bill Novelli, CEO of AARP.

That's why, Novelli says, AARP will leverage its increasingly powerful brand...

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