Significant medical and scientific breakthroughs beginning in the 1940s have allowed Boomers to be the first Americans to take responsibility for being healthy, not just avoiding disease; to be fit, in shape, and to live longer — in effect, taking charge of their lives in ways earlier generations could never imagine.

As a result, Boomers' financial obligations will also be long-lived. The children of the '60s had their own children later in life and, because they believed they could keep spending while meeting other financial goals, Boomers got a late start on retirement savings. Many Boomers also realize they're the "sandwich generation," caught between their growing children and aging parents, and (to their credit) are seeking ways to meet their financial obligations to both.

At the same time, Boomers are confident they can keep earning income later in life, either by postponing retirement, launching new careers or starting homegrown businesses. Ironically, though, according to the Yankelovich study, Boomers receive as much as 10 percent of their wealth from living parents.

Millions of Boomers began turning 60 in 2006, but you can still market to them as though they were still in their 40s or 50s. They don't want to be like their parents, and will always be young in their minds. Boomers may have been careless with money in the past, but you can help by giving them another chance to achieve personal financial security. Your message to this generation: it's never too late, but the sooner you start, the more you can do.