Baby boomers are considered the generation who grew up during a time of dramatic social change, in which the world was being introduced to new technologies that would forever change how people live, work, and play. As of 2019, they are considered to be between 55–and 73 years old. They have loyalties to particular brands and tend to be politically conservative.

Baby boomers are widely credited with creating a more equal, open, and accepting community than their predecessors. While they were once infamous for their workaholic nature and concern with material gain, baby boomers are generally known for being self-expressive, down-to-earth, adaptable, and community-minded. They tend to value acceptance by their peers, independence, freedom of choice, and control over their destiny. This has motivated many companies to market products specific to this generation to increase profitability.

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