Smiling people over the age of 55, sometimes with friends or family, often outdoors. They’re physically active, hanging with family or tackling that bucket list—and having a damn good time doing it.

Why do images like this appeal so broadly? They’ve got the money, honey. In North America, thanks to aging baby boomers—the biggest generation the world has ever seen—we’re in a “senior boom”. (Not that you should call them seniors, old or elderly. They don’t like it.)

Read more and see our gallery