The Baby Boomer: Americas first Baby Boomer, born January 1, 1946. The first of almost 78 million more to come.
The postwar economic prosperity of the fifties, sixties and seventies is the most critical generational marker for
Boomers. As Boomers grew up everywhere they watched limitless horizons stretched around them. They became
fixated on self-improvement, achievement and personal fulfillment. While this generation was credited for starting a
cultural revolution and stopping a war, now they are turning inward to try and stop the aging process. Boomers, free
wheeling and high spending are considered among the primary consumers which support the 16.5 billion annual
market of anti-aging and longevity medicine.

Generation X or GenX: They are the new pragmatists “twenty-somethings” who are turned off and turned on to just
about everything. The “trailing boomers” that were born between 1960 and 1964 influenced the Xer’s in their transition
from the more carefree sixties and seventies to the more careworn eighties, nineties and now the crossover into the
new millennium. Demographically this is the most diverse generation to date. They are linked through the shared life
experience of their formative years through things like pop culture, world events, politics, medical science and
technology. The generation xer’s new outlook is the guiding force behind current consumer purchasing and trends.