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Leaving Their Mark


This story appears in the December 2004 issue of Entrepreneur. Subscribe »

On the 10th of this month, my baby sister Jayne celebrates abirthday. Why is that important? Well, Jayne and the 300,000 or soother kids who were born in December 1964 are the last of the babyboomers to hit the big 4-0. This, in many ways, marks the end of anera. The generation that for so long has dominated Americanmind-sets and habits, that has permanently influenced fashion(think casual Fridays), cars (it's no coincidence that theMustang was born the year the first boomers turned 18), music, andso much more is now "officially" all grown up. Sortof.

Actually, one of the legacies we boomers have contributed to ournation is: No one acts their age anymore. A survey I saw a fewyears ago said that Americans aged 35 to 85 acted 10 years youngerthan their chronological ages. And for entrepreneurs, that's agood thing. It gives you a wider market to sell your products andservices to. Younger boomers like my sister have much in commonwith older Gen Xers. They share many of the same concerns andlifestyles-raising families, saving money, trying to balance workand home.

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