Kirk Johnson of The New York Times has written an excellent piece that clearly identifies a new frontier for Blue Ocean Strategy opportunities:  the ever expanding market of aging Americans.  From the article:

Intensely active older men and women who have the means and see the twilight years as just another stage of exploration are pushing further and harder, tossing aside presumed limitations. And the global travel and leisure industry, long focused on youth, is racing to keep up.

“This is an emerging market phenomenon based on tens of millions of longer-lived men and women with more youth vitality than ever imagined,” said Ken Dychtwald, a psychologist and author who has written widely about aging and economics.

And the so-called experiential marketplace — sensation, education, adventure and culture, estimated at $56 billion and growing, according to a new study from George Washington University — is where much of that new old-money is headed.

Simply put, this market size is a remarkable opportunity and must be in the mix for every company over the coming years.