Marketing to Generation X & Y is by far more of a challenge than reaching Baby Boomers since members of these groups pride themselves on their individualism, shun traditional media in favor of splintered social networking, have become distrustful of financial services companies and investing following the recession, and are conservative investors who are fearful about their retirement prospects and more concerned about their present needs.

And yet, Gen X/Y is a formidable group in terms of its size, according to data from the Investment Company Institute.

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