Boomers Aren’t Willing to Sacrifice Style for Arch Support

$100-and-up comfort shoes are the current hot trend in women’s footwear, thanks to Boomers who aren’t willing to sacrifice style for arch support. But retailers must tread carefully so not to set off their “elderly” alarm: Just the word “comfort” made one 66-year-old proclaim, “I’m not old enough to be wearing awful, ugly shoes.”

—NPR