Across the country, legions of plastic surgeons, skin cream manufacturers, dietary supplement makers and others involved in the anti-aging field are chanting, "The Boomers are coming! The Boomers are coming."
According to statistics, almost a third of all Americans are considered Baby Boomers. The generally accepted definition of a Baby Boomer is someone born between Jan. 1, 1947 and Dec. 31, 1964.
In our family alone we have two members of the Baby Boomer generation and one almost-member. Son Tim, born in January of 1965, misses the accepted Boomer time frame by only a few weeks.
As the nation's millions of Boomers add candles to their birthday cakes, they're becoming increasingly concerned about the inroads time is making on their bodies and minds.
And, in answer to the Boomers' concerns, the massive anti-aging industry is pulling out all the stops.
And their offerings are being met with a growing infatuation on the part of Baby Boomers searching for anything that promises to hold aging at bay.
A check on the Internet, that modern repository of both information and mis-informaiton, showed over 59,000 web sites ready and eager to offer another method of holding back the march of time.
One offer I saw, called Ceregenics, touts itself as Age Management Medicine (AMM).
Those who join this movement to become Ceregenic patients are, "provided with a team composed of a physician, nutritionist/exercise counselor, wellness coach and personal service coordinator."
The goal of the "personalized age-management medical program" is to move the Baby Boomer client/patient through the restorative steps necessary to hold time back.
According to one authority in the field, the message from all the anti-aging proponents is the same: "Aging is your fault and we've got the cure."
And, in order to take advantage of these opportunities...,many of which are shockingly costly... Baby Boomers are paying fees ranging from $10,000 or more for cosmetic surgery for such "fixes" as a skin-care product called Peau Magnifique that costs $1,500 for a 28-day supply.
Among the newest "fountain of youth" promises on the market is the area of hormone replacement therapy. Such supplements as testosterone, given in injections to "improve energy and strength" can cost more than $5,000 or more a year.
But those who are praising the results of such therapy justify the expense with, "It's hard to put a price on good health."
In the midst of all this unsubstantiated hype, authorities in the mainstream medical establishment feel the overwhelming outpouring of unproven remedies for aging has become the nation's fastest growing health fraud.
In the end, the National Institutes on Aging has brought some sanity to the discussion when they issued this statement: "Our culture places great value on staying young, but aging is normal."
Their best advice for aging well is basic common sense. "Eat a healthy diet, exercise regularly and don't smoke."
Since I'm well out of the Baby Boomer age range, I don't expect to invest any of my hard-earned money in miracle anti-aging products on the market. I can't help but feel that my wrinkles and sags are well-established parts of my identity. And, with my luck, if I tried to turn back the clock, I'd simply break the spring. Then where would I be?