Baby Boomers are Changing the Face of 50+
Xenia P. MontenegroUnited States.
INTRODUCTION
Generations are an enigma for those who study human nature, including marketers who want to know their consumers. Each generation is different, because of the experiences and the circumstances that shape their lives, especially in their formative years. AARP has served four American generations aged 50 years and older in the past 57 years: the pre GI generation, the GI generation, the swing or silent generation, and now the Baby Boomer, or Boomer generation. AARP has a membership of 35 million, including 31,000 from other countries,...