For almost 60 years now, marketers of all kinds have been following the whims and mores of the largest, most educated, most affluent—and most fickle—group of consumers ever amassed. The Baby Boom, born between 1946 and 1964, has moved from hippies and yippies to yuppies and dinks (dual-income, no kids) to parents and homeowners—and even Republicans. Now, the boomers are amid change again as the leading edge of the generation begins to retire and the rest become empty nesters.
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