3. Marketing terminology

I started an agency 12 years ago to market to the youth and student sector. That sector has obviously grown up but still retains an edge that wasn't present in previous generations of 35+'s. For various reasons I could detail (but won't bore you here!) this generation is more into living life through experiences than through products.

The marketing bodies recognise this but can't settle on a name for what was previously simply known as middle age, so the terms I've seen so far for this new sector are:

Middle Youth (the first title)
Down shifters
Down marketing
Middle youthers (horrible!)

seen any others? Let me know...