Baby Boomers are the generation born between 1946 and 1964.34 They were born between the end of the Second World War and 1964 when birth rates intensified. Baby boomers value individuality, self-expression, and optimism. They define themselves with careers in terms of their characteristics, lifestyles, and attitudes and many of them are workaholics. While some are retired, many are planning to continue working and then move on to an active retirement.