Boomers Prove Once Again, They're "Generation Buy"

Baby Boomers, aged 40 to 59, spend considerably more per month on themselves and their family members than do their younger generational counterparts, the Millennials and Gen Xers, so says a branding survey by TV Land and OTX.

Surprisingly, the study also found that boomers are less "brand loyal" than those under 40. "While we have always known that it's a mistake to underestimate the power of people in their 40s and 50s, 'Generation BUY' once again shows us that Boomers are a major source of consumerism in this country," said Larry Jones, president of TV Land

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