Life cycle theory is a key element in the practice of advertising and marketing. Over recent years, the emphasis has been on the young, particularly the YUPPIE. Today the emphasis is being redressed because YUPPIES mature and turn into w hat? In 1988 LWT interviewed a number of mature Londoners about their lifestyles; this is what we discovered. The questions were posed by a professional LWT reporter in the Waterloo area of London. The sample does not pretend to be representative but does give insights into the attitudes and behaviour of older people in the modern world.