Baby Boomers Market Reports

Baby Boomers, defined by the Census Bureau as those born between 1943 and 1964, number 75 million in the U.S.   Long a top focus of marketers due to their population size and spending power, Boomers are often analyzed in terms of older Boomer and younger Boomer age cohorts, each spanning a decade. As Boomers represent an increasingly large share of the population, they, along with other older American consumers, are becoming responsible for an ever-greater proportion of consumer spending.  In this report collection we analyze the latest information on Boomer shopping preferences, media and advertising preferences, and more.