MIM+Project-Team+6

  Approximately 77 million babies were born in the U.S. during the “boom” years of 1946-1964.   One in four Americans is a baby boomer. This is the largest population group in U.S. history.    A baby boomer turns 50 every 18 seconds and 60 every 7 seconds    Baby boomers comprise 28% of the U.S. population, nearly 3 in 10 Americans    Half of all baby boomers and 2/3 of younger boomers have children under 18 living in their    household. More than one third of boomers care for an older parent.   Nearly a third of all boomers – comprising some 25.8 million people – volunteered for a formal organization in 2005.   By 2040, Social Security benefits will need to be reduced by 37% if no changes are made to the system <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">Leading-edge boomers turn 62 in 2008  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">Another baby boomer turns 60 every eight seconds <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">In 2000, 35 million Americans were 65+ <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">76.4 million baby boomers  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">Average annual household earnings of boomers = $53,000  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">Average baby boomer will live to be 83  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">When Social Security was established in 1935, retirement age was established to be 65 but life expectancy was only 61  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">Married couples that are 65, have one in four chance of at least one spouse living to 97  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">Boomers will have 30+ years of retirement <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">59% of baby boomers plan to relocate <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: black; font-family: 'Trebuchet MS'; font-size: 7pt; language: en-US; vertical-align: baseline;">Retirees who are socially, economically and civically engaged will live longer The median age of Baby Boomers in 2007 is 51. nelson walton- baby boomer

A.J-generation y <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; language: en-US; vertical-align: baseline;">Approximately 77 million babies were born in the U.S. during the “boom” years of 1946-1964. <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">1 <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">80 million strong  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Grew up with school shootings, 9/11, Hurricane Katrina, Iraq  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Plagued with high levels of student debt  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Proficient with technology, often called “Digital Natives”  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Personality characteristics: confident, social, celebrate diversity, collaborative  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Half of all young people of color are Hispanic. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">About 40% of all young adults ages 18 to 24 were enrolled in either a two- or four-year college in October 2008. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Only 1/3 of Millennials say their current job is their career <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">31% of young workers are uninsured. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">One-third of young workers cannot pay their bills. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">7 in 10 young workers do not have enough saved to cover two months of living expenses. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Roughly half of households headed by someone under 35 carry a credit card balance. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">41% of younger households have auto loans. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">In 2008, 67% of students graduating from four-year colleges and universities had student loan debt. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Average debt levels for graduating seniors with student loans rose to $23,200 in 2008. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Only 58% of Millennials pay their monthly bills on time. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">On average, Generation Yers each have more than three credit cards, and 20% carry a balance of more than $10,000. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;">  <span style="color: red; font-family: 'Trebuchet MS'; font-size: 8pt; font-weight: bold; language: en-US; vertical-align: baseline;">Almost 40% of all Millennials have a tattoo (about half of those with tattoos have two to five tattoos and 18% have six or more). 70% say their tattoos are hidden beneath clothing. <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.3in; margin-top: 6pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.3in; unicode-bidi: embed; word-break: normal;"> 

fabion moffett-generation x <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">A Market 78 Million Strong in 1996 <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">More Than 44 Million 18- to 29-Year-Olds  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Figure 1-1: Generation X Population, 1996 (number)  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Xers Are Products of Divorce  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">The First Generation of Latchkey Children  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Xer Living Arrangements   <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Wealth Has Shifted from Young Adults to Older Americans  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Xers Are Non-Ideological  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Xers See Themselves As America's Clean-Up Crew  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Xers' Aggregate Income a Hefty $1.1 Trillion  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Table 1-1: Mean Full-Time Earnings and Aggregate Income of Xers: By Age, 1994 (dollars and number)  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Spending Power Will Grow as Xers Age  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Market to Grow by Two-Thirds in Next Five Years  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Table 1-2: Projected Market Growth, 1996-2001 (dollars)  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Overall Xers Spending Tops $765 Billion  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Nearly $290 Billion in Discretionary Spending  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Xers Even More Media-Oriented Than Boomers  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Conventional Media Targets Xers  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Yet Xers Are Hard to Reach Via Television  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Radio a Key Medium for Xers  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Print Was First Medium to Fill Void in Xer-Targeted Media  <span style="direction: ltr; display: block; language: en-US; margin-bottom: 0pt; margin-left: 0.57in; margin-top: 5pt; mso-line-break-override: none; punctuation-wrap: hanging; text-align: center; text-indent: -0.25in; unicode-bidi: embed; word-break: normal;"> ¡ <span style="color: red; font-family: 'Trebuchet MS'; font-size: 11pt; font-weight: bold; language: en-US;">Electronic Media the Wave of the Future