NEW YORK — They’re America’s largest generation and control half the country’s consumer budget, making them a plum marketing target, but baby boomers’ purchasing behavior is highly individualistic and difficult to predict. Some are affluent empty nesters, while others are caught in the squeeze of supporting children and perhaps ageing parents. As a group, baby boomers are expected to redefine what it means to age in America — and to spend a growing share of wallet on personal care, adult education, travel, and entertainment.

This story first appeared in the October 23, 2002 issue of WWD. Subscribe Today.

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