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Baby Boomer

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Baby Boomers or simply "boomers" comprise the generation of Americans born between 1946 and 1964, the years after World War II and the invention of the birth control pill.[1]

As of 2007, baby boomers:

  • Have more discretionary income (wealth) than any other age group
  • Control 70% of the total net worth of American households - $7 trillion of wealth
  • Own 80% of all money in savings and loan associations
  • Spend more money disproportionately to their numbers
  • Are not fanatically loyal to brands
  • Watch television more than any other age group
  • Read newspapers more than any other age group
  • Account for a dramatic 40% of total consumer demand[2]

Author: Melissa McAvoy, CATEA