suites and laundry rooms and handicap- accessible doorways and bathrooms. And those with financial freedom may buy second homes.     The bottom line is that firms need to monitor these types of trends to anticipate how aging baby boomers are likely to change their wants and buying behavior.         emotional chord in all of us with his tribute to the September 11 tragedy, but he represented well the emotions of boomers. The Rolling Stones relate to the desires of boomers to be active, ener- getic, and young at heart, as Aerosmith connects with the lifestyle and desires of fans who want to be young again, not defined by the traditional chronological definitions of age. Even with the desire to be young again, boomers cant escape the realities of aging, including natural weight gain. In fact, most women in the United States today wear size 14 or higher. Lane Bryant, a 100-year-old brand in the $32-billion plus-size market, celebrates curves and uses rock and roll to help position its brand as hip and upbeat. Its 2003 fashion show featured Roseanne Barr     as emcee, singer Kelly Osbourne, who endorses Lane Bryant fashions, and model Mia Tyler-daughter of Aerosmiths Steven Tyler. Lane Bryants 2002 runway show featured KISS, singing the opening words "You show us everything you got," from "Rock and Roll All Night" as the lingerie-clad women strutted their stuff on the runway. Jennifer Peterson, director of brand devel- opment at Lane Bryant, says, "The brand is empowering women by making them feel better about themselves and their bodies." By focusing on sexy plus-size fashions with rock-and-roll stars, sales in the 18 to 34 group of women also have increased by 30 percent without losing any of the older age groups.    Use music to connect to boomers. Whether it is Elton Johns "Rocket Man" in an AT&T commercial about a father who trav- els a lot for work and misses his family, or Steppenwolf s "Born to be Wild" in a recent Valvoline ad, classic rock connects with boomers. Some evoke a tear; some cause even the most staid executive to play a little air guitar; all bring attention to the brand being advertised. "Using a rock song that boomers already love in an ad allows products to piggyback on established emotional connections and connect with customers," says Eric Steinhauser, vice president of J. Walter Thompson. "Breaking through the clutter is easier when they not only recognize the music but relate to it and become actively involved with it." The power of music is massive. It enters the minds of con- sumers peripherally, without the filter of thinking about direct