Excerpt: Add it all up -- dwindling pensions, rising health-care costs, demand for benefits and the need for education -- and targeting demographics seems like a bottom-line necessity, perhaps akin to balancing the budget. Of course, reaching these demographics isn't easy. What works for baby boomers isn't necessarily going to work for Gen-Xers (generally, those born between 1965 and 1980), and especially the new kids in town, Gen-Yers (born in the 1980s and 1990s).  MORE >>