Because of increased life spans and lower fertility rates, adults over 65 will continue to comprise a larger proportion of the population. The traditional emphasis on individual and family care of older Americans has been replaced by an emphasis on the obligation of society. Currently, poor health is the most prevalent problem reported among older Americans, although approximately 80% of the elderly are mobile and self-sufficient. Greater attention is needed for chronic health problems. Despite age stereotypes, more older people report that they prefer to work past age 65 and to remain active and productive. Older adults can be an important human resource. The present size and diversity of this group also present a potential market for many kinds of business during the 80's. A better understanding of the product and service needs of the elderly would enable business to serve these needs effectively. (JAC)