Boomers have profoundly impacted every decade through which they've passed. It is therefore reasonable to expect that as the Boomers enter their golden years, their life experiences and expectations will radically transform what we mean by 'design for aging,' from products to services, from health care to leisure. Given the size and purchasing power of this demographic, it is all the more remarkable how so few companies are addressing this generation on their terms. Recognizing this gap in understanding, as well as an opportunity to design products and services that are better in tune with the values and aspirations of Boomers, IDEO is engaging in an ongoing effort to use its toolkit of empathic research techniques to get to know this group. The resulting 'point of view,' Thrive, serves to inform our design process across many industries. We'll share key findings from this study as well as take a brief look at several antecedents from the world of health care to show a shift in the conceptual landscape as the design world expands its focus to encompass broader lifestyle concerns. IDEO (www.ideo.com) helps companies innovate. We design products, services, environments, and digital experiences for organizations seeking new ways to provide value for their customers. IDEO creates visible and tangible strategies for innovation and executes all aspects of design and development, from conception through production.