Boomers Reach 50, Worth $1 Trillion

Baby boomers have finally come of age—middle age, that is. According to the U.S. Census Bureau, half of the boomer generation—those born between 1946 and 1964—will turn 50 this year.

Until now, the 50-plus crowd has largely been ignored by marketers and thought of as irrelevant, out of touch and stuck in their ways. But as a group, boomers—77 million strong, per the Census Bureau, with an estimated $1 trillion in spending power—are proving too numerous and wealthy to ignore.