Marketers spend billions of dollars to draw in millennial consumers. Enamored by their youth and consumption chops, they clamor to tap into their billion-dollar buying power. Meanwhile, they miss out on the deepest pockets of all. Baby boomers, born between 1946 and 1964, have spending power in the trillions. They spend the most across product categories, and they’re positioned to inherit trillions of dollars from their senior parents over the next two decades.