Baby boomers are epitomised by the phrase "wanting it now". This large group of the population is better educated, more technologically literate, generally wealthier than any previous generation and has high expectations of quality services and products. Just as they have led other social revolutions, baby boomers are expected to revolutionise the meaning of ageing and retirement. They are also renowned for their voracious consumption of information in all media, which means that libraries have good reason to be involved in planning and policy development if their services are to be considered relevant and timely. (Contains 4 endnotes.)