With the Baby boomers winding down and Generation X being less materialistic than prior generations the market is starting to hit up Generation Y, also known as the Echo boomers. Many companies are donating series amount of expenses to this generation. Scion is spending 70 percent of its advertising towards the Echo boomers and many more companies are beginning to shift in the same direction. This is not a bad idea since last year the Echo boomers spent $170 billion of their money and their parent's money. This is definitely a great market to tap into.