The Baby Bust: A Generation Comes of Age.

Marketers and demographic experts should be advised that the post-boomer generation has arrived--the baby busters.

Author William Dunn gives a comprehensive profile of this significant demographic segment. As he documents in The Baby Bust, Americans born between 1965 and 1976 (numbering

Dunn notes some specific differences in taste between busters and boomers when it comes to subjects like entertainment. While boomers favor musical groups such as the Rolling Stones and Led Zeppelin, busters are more likely to be listening to Pearl Jam or The Cure. Boomers watch reruns of the original Star Trek, while busters are more content with Star Trek: The Next Generation. And in fondly remembering the cartoons of yesteryear, most boomers look to Rocky & Bullwinkle, while busters favor The Simpsons.

Due to the overwhelming number of boomers drawing Social Security checks in the near future, the author predicts that animosity may develop between boomers and busters, since the younger group will have to pay more taxes to support their elders. Many busters believe that such a massive strain will bankrupt the Social Security system. Since bustersoften grew up as self-reliant latchkey kids, many are already making plans to save up money independently. A quote by one buster sums up their generation's outlook for Social Security: "We're not going to have enough money in the future. I just know that I am not going to count on it."

The author also touches briefly on the generation following the busters--the echo boomers. Born between 1976 and 1990, this follow-up generation is mimicking the baby boomers in size (about 63 million to the baby boom's 77 million). Echo boomers are already filling up schools to capacity, just as the original boomers did.

Overall, Dunn's quick-paced writing style makes this book an easy read for anyone. Whether they are busters seeing if they fit the stereotypical mold or boomers trying to figure out this new generation in the spotlight, readers will find The Baby Bust must-reading for getting a handle on today's changing world.