Their parents, the Matures, saved the world. When the boomers came on the scene, the nation’s horizons looked unlimited.

Nearly everyone had a job. Home ownership had risen to new highs, and there was a radio—and then a TV—in every living room. The unbridled economy into which they were born gave the boomers confidence that progress and prosperity would never end.

They expected the future would always be better than the past—and believed they were entitled to enjoyable experiences and a sense of fulfillment. Prosperity encouraged idealism: There was plenty to go around, so why not share?

In their youth the United States put a man on the moon and declared war on poverty. It seemed there was nothing Americans couldn’t accomplish, no limits on our creativity.

Boomers felt they were special and prized their individuality. Rules were made to be broken if breaking them led to good experiences and personal growth. Unlike their conservative parents, boomers disdained authority and traditional values.

The Summer of Love and Woodstock Nation were cultural high points for boomers, but the generation was also rocked by the assassinations of JFK, Martin Luther King Jr. and Bobby Kennedy; the Vietnam War; the Kent State shootings; and the Watergate scandal.

As the boomers’ youthful idealism faded, they turned inward, seeking gratification through self-improvement and individual accomplishment. The young adults of the “Me Generation,” they sought satisfaction and meaning through work. Female boomers entered and often conquered formerly male bastions of employment.

Boomers still think of themselves as young and continue to seek adventure. They expect fulfillment in their careers and many expect to keep working past traditional retirement age.

Now a “Sandwich Generation” with both children and parents to care for, boomers have been called the most stressed generation in history. Eighty-four percent say they feel the need to reduce their stress; 81 percent want to simplify their lives.

• Concerns: high levels of stress and lack of time; guilt over lack of time for kids; aging

• Turn-offs: authority figures; being made to feel passé; messages that call attention to their age

• Hot buttons: personal services that can free their time; nostalgia for the music of their formative years; continuing education; products that accommodate them subtly without making them feel old (e.g., loose-fit jeans); anything that promises greater health and energy; entertainment and experiences they can enjoy with their children