Baby boomers are individuals born between 1946 and 1964. The values of this age group were influenced both by the Vietnam War era and the career-driven era that followed. They also came of age with early television and with TV commercials serving as a backdrop to most of their lives.
Baby boomers are a lucrative segment for marketers because of their numbers and income levels. Baby boomers wield spending power estimated at $7 trillion, which is why businesses try to woo this group. Boomers tend to value health and quality of life, a fact not lost on marketers for products such as organic foods, financial investments, travel, and fitness. But boomers are also quick to embrace new technology, even as they age. The motorcycle industry has boomers clearly in its sight because boomers, as a group, are significantly more physically active than their counterparts in previous generations.