Marketing to Leading Edge Baby Boomers: Perceptions, Principles, Practices, Predictions

In the first part of this very interesting book – Perceptions – the author defines the Baby Boomer Generation as being born between the immediate end of World War II and approximately the end of 1964. [...]one of the author's key points is that in this marketing effort, marketers have disproportionately focused on the top 25 percent of the generation who were born to white collar professionals with post‐secondary educations v. the remaining 75 percent of the generation that came from poorer households, small family farms, or small family business backgrounds (p. 5). The author talks about the biased viewpoints held by society in general on the Baby Boomers, in particular regarding burning flags and draft cards, demonstrations, confrontations with the police and authorities, indicating that much of this bias was perhaps caused by the media's inappropriate focus on a smaller segment of the generation.