They were the pioneers of pop, the followers of Flower Power - and their good fortune has by and large given them a healthy and wealthy middle age.
Baby Boomer John and son, Chris Hollins go back to Chelsea
Who else could we be talking about, but the Baby Boomers?
The generation which was born at the end of the Second World War has had an incredible impact on the way we all live.
As teenagers, they fuelled the pop revolution of the sixties; as they settled down in the seventies, they brought in their wake housing and consumer booms.
And now, the generation which includes Bill Clinton, George Bush and David Bowie are cruising toward their sixtieth birthdays.
All this week on Breakfast, we're looking at how life has changed for the Boomers - and how they've changed life for the rest of us.
Babyboomers: Breakfast's series day-by-day
Friday 18 August: football crazy
John Hollins, father of Breakfast's Chris goes back to Chelsea FC, where he was a star player in the 1960s.
"If you work hard enough, you can achieve anything..."
John is 60 this year, but it was his generation of Baby Boomers that became the first mega-stars of the beautiful game.
And John's era paved the way for the Beckhams and Rooneys.
They'll talk about how the nation's favourite sport has changed over the past few decades - from heavy leather boots and knee-length shorts, to the superstar status of David Beckham and Wane Rooney.
To round up our series, Baby Boomers Kelvin MacKenzie, who was featured earlier in the week - and Eve Pollard came into the Breakfast studio
Thursday 17 August: eternal youth
According to the actress Lesley Joseph, 80 is the new 60.
Lesley Joseph: "You can get botox quicker than a gin and tonic"
The secret to eternal youth is something each generation has pursued - sometimes at great cost.
But in post war Britain, the beauty routines were simple and cheap.
For the baby boomers born into that era and now turning 60 - times have certainly changed.
Baby boomer, Lesley Joseph, tells us what she makes of the evolving secrets of staying young.
Wednesday 16 August: pop
Could you live in a world without music?
Pete: began as a DJ, playing his own record collection
Today's iPod generation might find it difficult to imagine life without a permanent musical soundtrack.
But pop music didn't exist until the Boomers provided it with a mass market - starting in the fifties with rock n roll.
This morning, pop impresario Pete Waterman, who was responsible for a string of hits in the 80s and 90s, looks at how the boomers' musical tastes made music into a multi million pound industry.
Tuesday 15 August: technology
Remember the Sun's headline Freddie Starr ate My Hamster - or its back-page photo spread of England Manager Graham Taylor as a turnip?
Technology has brought international events to our doorstep
The baby boomer generation transformed the print media, radio and TV into tools of mass communication. And leading the new tabloid shock-troopers was baby boomer Kelvin MacKenzie.
As editor of The Sun, he changed the landscape of Fleet Street forever.
But does he like the way things have turned out?
Monday 14 August: from women's lib to girl power
Once women were expected to be housewives and mothers. The feminist movement changed all that.
Mooney: did we fight for vacuous girls and oikey young men?
But is the current generation of women wasting the gains made by their mothers? The journalist and agony aunt Bel Mooney thinks so.
She's depressed by the world she sees in magazines: "vacuous girls and oikey young men. Is this the world we fought for?"
Are you a Baby Boomer?