There has been a changing of the guard. The Baby Boom generation, which dominated the culture and therefore product design and marketing for at least four decades, is no longer in the driver's seat. The world now belongs to Millennials, who officially took the lead in 2016 in three key respects: Millennials overtook Boomers as the largest living generation, they surpassed Gen X to become the largest generation in the workforce, and 2016 marked the last national election year in which Baby Boomers and previous generations cast the majority of the votes.
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