Why, for that matter, are Baby Boomers acting nothing like their parents did in their fifth decade? Why does the forty-year-old of today have much more in common with her twenty-year-old self than with today's college students?

This book provides marketers with the strategies they need to understand and target these incredibly cohesive groups, including specific data on where they live, what they earn, what they buy, and what motivates them to buy. Brimming with graphs and charts - and real-life, real product examples of families, individuals, and their buying patterns - Rocking the Ages is the definitive guide to targeting your business's products and services to your ideal consumers.