Born between 1946 and 1964, an era of prosperity and relative peace, America's 78 million Baby Boomers grew up with full bellies, homes brimming with consumer goods, and spending money in their pockets. Telephones, television and jet planes shrunk their world while space travel opened up the universe. They witnessed the first moonwalk and the first televised assassination. They also were the first to use computers and the Internet. But just as Boomers transformed the society, they were also being shaped by the times in which they lived. Although a far from homogenous group, the Baby Boom generation shared life experiences that left their mark on its members. As a result Boomers as a group possess certain characteristics and attitudes that make them unique. Some efforts to define them are too general. Most are platitudinal. How about defining them through their music?

R-e-s-p-e-c-t

From the beginning, Boomers' sheer numbers forced businesses and governments to respond to their demands. They needed houses with more bedrooms and cars with more seats, so suburbs sprung up and Detroit created station wagons to haul them around. When Boomers began buying their own homes, they drove up prices and spurred development of new housing types such as condominiums and townhouses. Because they transformed the marketplace at each stage of their lives, Boomers developed a sense of entitlement about having their needs met. Moreover, they came to believe that everything could be changed and they could change everything to suit their desires.

Satisfaction

Permissive parents also shaped Boomers' expectations. After the deprivation of World War II, Boomer's parents worked hard to give their children the security and material goods they themselves never had. Boomers came to expect instant gratification. They grew up more self- aware and self-confident than their parents but also more self-indulgent. They earned another label - "The Me Generation".

Suspicious Lies

Boomers grew up self confident and self-centered but political events in their lives turned their innate brashness into skepticism. The Bay of Pigs, the assassinations of the Kennedys and Dr. King, race riots, Viet Nam and Watergate taught them to question authority. Their efforts in support of civil rights, women's liberation and a cleaner environment showed them they could oppose the status quo and win

Dr. Feelgood

Money and technology vastly improved healthcare since World War II, resulting in longer and healthier lives for Boomers. Vitamins, good nutrition and the free time for outdoor recreation enabled them to grow strong and tall. Regular doctor and dentist visits, vaccinations and fluoridated water kept them that way. Their parents and the government worked to protect them from hazards such as lead paint, pollution and automobile crashes. Birth control pills, allergy shots, quadruple bypasses and Viagra convinced them that modern medicine could cure their every problem. Boomers expect the best health care, the latest drugs and a clean, safe environment. If their expectations aren't met, they don't hesitate to speak out.

Forever Young

Baby Boomers grew up in good times. They were fat and happy with all the TV and rock and roll they wanted. Their parents' world was a bummer - full of war, riots, inflation, uniformity and responsibility. Like Peter Pan, Boomers vowed, "I won't grow up". And they didn’t. Scratch beneath the pin stripes suit of a 50 year old executive and you'll find a blue-jean wearing, air-guitar-playing kid who can sing the Brady Bunch theme.

Different Strokes for Different Folks

Remember, Boomers are not homogeneous. The world changed over the 18 years this generation was being born. There are really three decades of Boomers: Early Boomers, late 1940s; Core Boomers, 1950s; and Trailing Boomers, early 1960's. Jobs were plentiful and interest rates were low when Early Boomers entered the employment and housing markets. Core Boomers battled 21% credit card interest and sky high mortgages. Computers came on the scene when Trailing Boomers finished their education and they entered a job market being transformed by this technology. And the cloud of AIDS dramatically altered their dating scene. The free love practiced by many of their older siblings became a death-defying act.

More than half of these Baby Boomers, America’s largest generation, are already 50 or older and the last of them will turn 50 in 2014. The needs and desires of Boomers will have a major impact of the marketplace for the next 40 years.