In their earliest years, the post-World War II baby boom generation were characterized as spoiled television-hypnotized consumption machines. As young adults they were often nonconformists-hippies, yippies, yuppies or preppies-who rejected or redefined traditional values. These baby boomers were associated with privilege and grew older during an extended time of affluence. The unprecedented size (76 million strong) of the baby boomer demographic bulge remodeled society as it passed through its lifecycle-often referred to as the "pig in the python." In 2010, nearly 40 million of these baby boomers are now called something else-credit union members.

Although the demographics will vary at each credit union, research suggests that over 40% of members typically are baby boomers between the ages of 46 and 64 years old. The average age of a credit union member is nearly 50 and growing older each year. These baby boomers now have a more seasoned take on life garnered through their experiences from parenting, from careers, from economic cycles and from societal shifts. But baby boomers will have to be dragged kicking and screaming into old age and retirement, since most believe that 60 years old is the new 40. And even if they were ready and willing to retire, many of them can't afford it.

These baby boomers are also facing the sober reality that Social Security, Medicare and other government-provided entitlements aren't mathematically sustainable.