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y Shoppers Characteristicsof the Teen Market Baby Busters: “Generation X” 46 Million Born Between 19601976 20’ s Busters Spend $125 Billion Yearly Formidable Market Segment Characteristics of “ Generation X” Many Diverse Segments Sophisticated Shoppers Purchasers of Beer, Fast Food, Cosmetics “Generation X” Segments Cynical Disdainers Most Pessimistic and Skeptical About the World Traditional Materialists Hippies Revisited Fifties Macho Tend to Espouse the Nonmaterialistic Values of the 60’s Believe in Traditional Gender Roles, Politically Conservative, and Least Accepting of Multiculturalism Upbeat, Optimistic About the Future, and Actively Striving for the American Dream Advertisers Spend $100 Million a Year to Influence Them The College Market