Magazine article ADWEEK

Boomers Plotting Their Next Move

Magazine article ADWEEK

Boomers Plotting Their Next Move

Article excerpt

If you live next door to uncongenial baby boomers, take heart: There's a decent chance they'll move. A report released last month by AARP, based on polling conducted among 45-64-year-olds in late summer, found 79 percent saying they'd like to stay in their current home "as long as possible." Nonetheless, 26 percent expect to move to a different home at some point in the future.

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Fifty-nine percent of these prospective movers will be "looking for a single-level home that is more comfortable or convenient," says the report. Fifty percent will be in the market for a home that's newer and 49 percent for one that's smaller. A warmer or better climate is a lure for 41 percent of the boomer men and 25 percent of the boomer women who plan to pull up stakes.

THE RISE OF KID FOOD ALLERGIES

As if dealing with kids' food issues weren't hard enough, food allergies are increasingly common. As of last year, says a report recently issued by the Centers for Disease Control and Prevention, about 3 million Americans under age 18 had suffered a food or digestive allergy in the previous 12 months. The incidence of reported food allergies among kids is up 18 percent from 1997. Ninety percent of kids' food allergies come in reaction to eight types of food: milk, eggs, peanuts, tree nuts, fish, shellfish, soy and wheat.

NO SHORTAGE OF STRESS

While the grim economic news has focused attention on people's financial worries, non-economic irritants exert their own stress. …

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