WORLD’S MOST POWERFUL BABY BOOMER, PRESIDENT GEORGE W. BUSH TURNS 60, THE MID-POINT OF THE NEW “MIDDLE AGE.” RICHMOND, VIRGINIA -- July 6, 2006 This Thursday, July 6, 2006, President George W. Bush will celebrate his 60th birthday. This was once thought of as the first year of “old age” but now, according to new research among Baby Boomers, is only the mid-point of “middle age.” The Boomer generation, forever known for its youthful indulgences, has begun to turn the notions of old age on their ear. In a recent national study among Boomers by the SIR Boomer Project and Survey Sampling International, Boomers, those ages 42-60 this year, report that “Middle Age” now starts on average at age 48 and ends at age 73. That puts age 60 as essentially the mid-point for “Middle Age” now. “If you think about it, Boomers have been in Middle Age since they were in their mid-30s, and from the looks of it, plan to stay there until they hit their mid-70’s,” said Matt Thornhill, president of marketing research and consulting firm, SIR Boomer Project. “President Bush is well-known for his physical fitness, with his cycling and jogging. He could be the poster child for not being considered ‘old’ at 60.” Bush is not alone crossing this milestone in 2006. Other leading-edge Boomers reaching 60 this year include Bill Clinton, Donald Trump, Sly Stallone, Diane Keaton, Candice Bergen, Cher and Steven Speilberg. In fact, later this year wife Laura will reach 60, as will that parrot-head Jimmy Buffet. Boomer Project research indicates Boomers at 60 will remain active, vital consumers across all industries and categories for 20 or more years to come. So although in two years President Bush has to give up his day job, at least at 62 he still won’t be “old.” Contact Matt Thornhill, 804-690-4837, or matt@boomerproject.com for more information. Back to News