With Baby Boomers making up such a large percentage of the population marketers continue to go after members of that group, but efforts are more edgy than they were before, reports USA Today.

No longer are Baby Boomers seen as set in their ways and content to retire from both work and play and marketers have shifted their strategies to attract that group in response to the lifestyle change. Online dating service Match.com is running a campaign focused at the single Boomers.

It's just one of the companies that previously did not try to appeal to the group who are now going after it. Boomer advertising has traditionally been made up largely of financial services and beauty products.

Even those traditional marketers, though, are infusing a rebellious spirit into their campaigns. Actor Dennis Hopper is currently bringing his anti-establishment reputation to ad for financial planning company Ameriprise.