Unilever (ticker: UL) says the campaign, for its Dove soap, challenges the "only-young-is-beautiful stereotype."

"America's shifting demographics are also on the mind of Pulte Homes (PHM) of Bloomfield Hills, Mich., which bought the Del Webb development company in 2001 when "we kept running into them trying to capture the 'active-adult' market," says Richard Dugas, Pulte's chief executive officer. There are now 51 large Pulte communities in 20 states aimed at adults aged 55 and over, up from 14 when the merger took place. These communities are more profitable, bear higher margins and have low contract-cancellation rates; nearly 50% of buyers pay cash and so are unfazed by the interest-rate worries now hammering the overall housing market."

"Grandparent discounts," like those already offered by toy maker Fisher-Price, a unit of Mattel (MAT), will become more common.

"That certainly hasn't been lost on AARP, which markets a variety of services to its members, including car insurance from Hartford Financial (HIG)..."

Aimed squarely at more seasoned fashionistas.

Aimed squarely at more seasoned fashionistas.

Gap's (GPS) Forth & Towne unit is aimed squarely at more seasoned fashionistas.

"It's a demographic trend that the troubled Ford is pursuing assiduously: In the mid '90s, alarmed by higher fatality rates for over-50 drivers, Ford developed the "Third Age Suit" that mimics for designers the physical limitations that can mark old age. It even includes goggles that simulate cataracts. Today, it's being used by other firms to design products friendly to users with a lot of miles on the odometer."