- Born between 1946-1964
- 76 million born
- 20% of the population
- Controls 80% of disposable income
- Wants choice and flexibility in their lives
- Expected to live to 83
- Will work until after 65
- Motivated by self esteem, personal satisfaction, commitment to cause, making a difference, volunteering and giving back to community, health and longevity, and their legacy.
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