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Essay text:
Members of the Boomer generation share many characteristics, making it possible for companies to target the
group as a whole. But there is also considerable diversity. Boomers are more racially and
ethnically diverse than older generations. Up-to-date consumer research helps companies
target specific categories of boomers and develop products that take advantage of the
changes in this important generation. Tracking Baby Boomers such as their consumption
patterns, voting preferences and annual income has preoccupied demographic forecasters
ever since this huge generation came on the scene in postwar America...
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