From the Forbes Article:
For three decades Ken Dychtwald has been proclaiming that a demographic tidal wave is approaching America. He calls it the Age Wave, which is also the name of his Emeryville, Calif. consultancy and a book he co-wrote back in 1989. Learn to ride it, he tells businesses, or you will be crushed and drowned. Now that the wave is beginning to hit full force, more and more businesses are listening.