Baby Boomer- Brad Pitt?

By on December 16, 2012

By Nancy Padberg –

There is a lot of discussion these days in the media about baby boomers and their economic strength. It’s well known now that baby boomers hold 70 percent of the U.S. wealth and will be inheriting trillions in the next 20 years. However, who are the other marketing groups that make up our 312 million Americans? I believe it helps to have a face with a name. Here are the four main U.S. marketing demographics with famous icon examples for easy identification with spending statistics:

Dustin Hoffman is 75. Silent Generation: 67 – 87 Years Old

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Born between 1925 and 1945, saw the Great Depression, lower birth rates due to World War II, Korean War, icons such as Elvis, Marilyn Monroe, James Dean, better education, this generation tended not to protest or carry posters.

Don’t underestimate this demographic; they are grandparents spending over $50 billion annually on their grandkids’ education, trips, gifts and more. They also purchase the majority of luxury cruises. Note that Larry King is now the spokesperson for, a rapidly growing website helping grandparents to find activities, recipes, travel and games to help keep grandkids entertained.

Brad Pitt is 48. Baby Boomer: 48 – 66 Years Old

Born between 1946 and 1964 with cultural influences of rock ‘n’ roll, Woodstock, Beatles, Vietnam War, JFK assassination, “The Ed Sullivan Show,” “Happy Days,” women’s rights, civil rights, sexual freedom and new highways that encouraged travel.

This generation holds 70 percent of the U.S. wealth, a the main purchasers of most cars; in fact, three out of five new cars purchased were by baby boomers. Baby boomers own the most homes, eight out of 10 own their homes. KB Home recently partnered with AARP to create Simply Living, a collection of home options for aging adults in design, safety and technology from the kitchen to bedroom and bath. Websites featuring homes and boomer-friendly towns such as Best Boomer Towns  feature the best 21 towns to live in the U.S. This is due to the baby boomer’s’ desire to move away from the snow, cold, rain and, now, hurricanes.

Cameron Diaz is 40. Gen X: 32 – 48 Years Old

Born between 1964 and 1980. Gen X is also called the MTV generation, grew up with AIDS epidemic, 40 percent have divorced parents, dot-com bubble and attaining higher educational levels. A Census Bureau study released a few months ago found that those in the 35-44 bracket experienced the biggest percent decline in median household net worth between 2005 and 2010.

Justin Bieber is 18. Gen Y: 14 – 32 Years Old

Born between 1980 and 1998. The demographic cohort, also known as the Millennial Generation, Boomerangs, Echo Boomers, Trophy Kids and Eighties Babies. Grew up with computers, environmental awareness, high expectations for employment and tend to marry later.

This generation has been best known over the past year for moving back in with their baby boomer parents. In fact, 30 percen of Gen Y’s moved back in with their parents after college due to the job market.

Clearly, at this time in size and economic strength the baby boomers purchasing power is greater than any other generation. The brands who understand, connect and engage them will earn a share of their wallet and wealth!

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Baby Boomer- Brad Pitt?