ABSTRACT
Extension of life and improvement of the quality of the later years present significant challenges to health care providers, researchers, and educators. The "new older persons" population is, indeed, a segment of society that has never existed before. Many traditional approaches to health education will continue to be effective, but newer techniques must be explored. Changing circumstances mandate an openness of mind rarely before required of the health community. New alliances, based on the common goal of helping older persons enjoy life and mutual respect, founded on true professionalism, must be forged. Vital roles and responsibilities exist for both "hard" and "soft" scientists, for industry as well as for government. Most important, however, is establishing an active role for the individual older consumer.
