Sandwiched between generations

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Boomer Links

The biggest difference between those of the baby-boom generation and their elders is that boomers "will live a lot longer," says Jon A. Boscia, chairman and chief executive of Lincoln National Corporation, and, unlike current retirees, will tend to be sandwiched between two generations - their parents and their children.

Baby Boomers feel a sense of responsibility towards their parents, combined with evidence that their adult children never really leave the nest either, which leaves boomers feeling "really sandwiched" and in fear of losing their independence, Boscia said. "That is not something that we get a read of when we survey 70-year-olds."

"Our variable annuity lines continue to win whether the markets are going up, down or sideways against the competition," says Boscia. "We are doing an excellent job of taking market share." He said one of the company's strengths was the strong management of its mutual funds, which appealed to distributors and investors.

Boscia said the company is proud of its prowess in marketing to Baby Boomers, who are most interested right now in 401(k) plans and defined contribution plans, while the older generation is the strongest market for annuities.

Source: MarketWatch www.MarketWatch.com November 1, 2006