Individuals born between 1909 and 1945 form a group bound by their sense of duty, as highlighted in the Yankelovich report. For them, work is an essential responsibility to which they fully subscribe. They have long viewed the future with caution, perceiving potentially bleak prospects that justified their professional commitment. As consumers, they are valued by brands because of their loyalty. With most now retired, they represent an attractive market segment due to their availability for consumption and their generally comfortable financial situation. Nostalgia often proves to be an effective communication approach for reaching them. However, it is important not to succumb to stereotypes when drawing these observations.