A UN report, which comprehensively documents the advance of global population ageing, was released on 1 October 2012, the International Day of Older Persons. In the West, this development has been accelerated by and will be profoundly experienced by the baby boomers. As they reach ages historically linked with retirement their numbers are rising, as are expectations for annual age-related public spending. Vulnerabilities are regularly being exposed in terms of medical care, social care and inadequate retirement planning. This makes acceptance (...) of the traditional narrative for ageing, including passivity, complacency and accelerating dependency, patently unsustainable. Medical and technological advancements have given this cohort an achievement award in terms of longer, healthier lives and there is a choice to make. Either substantive changes to redefine this life stage are made or the salutary lesson afforded by the new longevity could be squandered. (shrink)