The baby boomers generation reaches 80 years and rearranges aging. In the US, 15 million people are over that age, with the number expected to double in two decades. According to Joseph Coughlin of MIT AgeLab, Boomers «reinvent old age», claiming better health care and quality of life. Their expenses shift from travel to health services, with 15.4% of the expenses directed to medical care. Their purchasing power creates new professions and products, and requires innovations such as telemedicine and treatments against dementia.