What should you call someone born between 1946 and 1964? The answer is surprisingly simple. Although mature market language can be a minefield, new research finds that the Boomer generation actually likes its nickname.

According to a 2015 study by the Pew Research Center, Boomers are more likely to embrace their generational label then any other age group. 79% of Boomers identify with their name, versus 18% of the Silent Generation, 58% of Generation Xers and 40% of Millennials.

Marketing insight: Although terms like “senior” don’t resonate with mature market consumers, the next generation of retirees may react more positively to “Boomer.”