A new public relations firm [3], After50 Marketing [4], was launched "with the expressed purpose of targeting baby boomers and senior consumers," writes PR Week. The firm will specialize in healthcare, adult living, legal and financial areas. By 2015, 45 percent of the U.S. population will be 50 or older, according to After50. The firm also estimates that the household net worth controlled by baby boomers is $19 trillion. After50 president and founder Kelly Kroll says that, due to her target demographic's "experience making decisions about their valuable resources," her firm will provide "more honest content and feedback." After50 is a sister firm to Marketing Renovations, which has offices in New York, Washington and Detroit.