The ‘baby-boomer’ is the largest and fastest-growing market segment in all Western economies and for the next two or three decades will be a major purchaser of services. Which of the following is not associated with this cohort? (a) They are often called GLAMS or The Graying Leisured Affluent Majority. (b) The over-50s possess over 80% of the UK’s wealth. (c) They mainly take a prudent approach, saving for a rainy day deferred gratification. (d) In the US some are classified as SKINS – Spend the Kids’ Inheritance … Now.