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They are 44 million strong and represent 17 percent of the US population, a size larger than all of Canada. They are between 18 and 29 years old and spend over $200 billion a year on goods and services, and they just may be a market that current marketers are overlooking. They have been called "Generation X", "twentysomethings" and "grunge kids". They are the offspring of the "baby boomers" and have been dubbed as the "baby busters" in William Dunn's book The Baby Bust: A Generation Comes of Age. If you have been wondering what this generation is like and has been up to, as well as where they may be heading, read this book.
Dunn is a contributing editor of American Demographics and a much experienced demographer. In the book, he presents a multitude of statistical data to uncover the baby busters' profile and underlying psyche. However, do not shy away from the book because of its statistical foundation, for Dunn presents this information in an interesting and coherent format that is a pleasure to read.