The communication gap between Generation X and baby boomers creates more than just family problems. When marketing to Xers, middle-aged executives need to understand that consumer targets have values different than their own. For example, Xers are more likely to seek a balance of work and leisure activities than boomers were as young adults. They are more diverse and more accepting of diversity, whether it is defined by ethnicity or by sexual preference. Because young adults now remain at home longer, many marketers underestimate their importance as consumers. A single Xer with a high degree of expertise about computers, for example, may consult in several households and be a significant influence on purchasing decisions in all of them. Marketers in the future may need to vary product design, distribution, cost, and promotion, depending on the part of the prospect group they wish to conquer or to preserve. (Author abstract)