Transitioning during the 1960s and mid 1970s, the time of increased birth rates age was the principal gathering of youngsters and adolescents with their own spending power and accordingly their own advertising power (Macunovich 2000). The adolescent market for items, for example, music, design, films, and autos, was a central point in making a young situated culture. As this gathering has matured, it has reclassified being youthful, moderately aged, and, presently, old. Individuals in the boomer age would prefer not to develop old the manner in which their grandparents did; the outcome is a wide scope of items intended to avoid the impacts—or the signs—of maturing. Past ages of individuals more than 65 were "old." Baby boomers are in "later life" or "the third age"