The oldest Matures remember World War I. Those alive during the stock market crash of 1929 and the Great Depression witnessed or experienced the effects of widespread job loss and poverty. Many served in World War II, whether fighting in the armed forces or scrimping, saving and volunteering at home.

These pivotal experiences taught Matures the value of hard work, self-sacrifice, discipline and team spirit. They literally pulled the country up by its bootstraps and through their labors created the booming economy of the 1950s.

Because they lived through prolonged war and depression, Matures learned to rely on the government, institutions and authority figures. Big government was created during their watch, and its reforms provided a safety net for those who were falling through the cracks.

Matures measure success in material terms: You sacrifice and work hard, and then you receive the rewards. In their youth, Matures didn’t have credit cards; they deferred gratification until they had cash in hand.

Their hard work has a couple of corollaries: First, they feel they deserve respect for their sacrifices and their accomplishments. Second, they feel they’ve earned their wealth, and they enjoy spending it, although they don’t waste money.

Matures don’t want to be on the cutting edge or the first to try something new. They’re not enticed by experimentation. But once a product or concept has proven itself, they’re interested.

• Concerns: Crime and personal safety; health

• Turn-offs: treating them as decrepit or irrelevant; not showing them the respect they deserve; harping on their physical problems; desexing them; labels with type too small to read

• Hot buttons: You’ve earned your payoff, and your rewards are sensible, high-value rewards; grandkids are for spending (Matures generate 25 percent of all toy sales)