For decades, Baby Boomers (born 1946 to 1964) have been the engine driving the American economy. With 74 million members (as of the 2016 U.S. Census), the Boomer generation has been society’s primary trendsetters – and every marketer’s primary audience.

But Census estimates indicate Boomers will lose their lead as America’s largest demographic cohort sometime in 2019. Millennials (born 1979-1995) are about to eclipse Boomers, writes Amy Hughes, Experian’s senior director of dealer intelligence in a piece for WardsAuto.