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'V' for vitality

Healthcare Strategist Trend Watch, February 2, 2007

There's a new nickname for Baby Boomers: Generation V.

Four out of 10, or 38%, of Boomers say that they are making their overall wellness a priority, according to a survey taken by The Segmentation Company, a division of consumer research firm Yankelvich Inc. These boomers rank physical and mental vitality above wealth, professional achievement, and social status, says Hal E. Quinley, vice president, author and researcher at The Segmentation Company.

According to the survey, 81% of Generation Vers stay current on the latest health information, and 55% make nutritional supplements a part of their wellness regimen. Ninety-seven percent said that they are proud of what they do to maintain their health and vitality, and 95% define themselves by their ability to remain active and do the activities they enjoy.

The telephone survey was conducted among 42- to 60-year-olds during November 2006.

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