Baby Boomers is a term used to describe the generation born between approximately 1945 and 1964 during the post-world- wars surge in birth rate.
Baby boomers are noted as being hard working, career focused, and materialistic. While advocating for social change when young, they are typically loyal to the institutions and brands with which they now identify.
Other terms used include the “Me Generation” and “Boomers.”
- Common Language in Marketing Project, 2017.