Consumer product strategists today often employ a generational lens when developing product strategies. Forrester's panel data reveals that consumer product strategy (CPS) professionals believe that generational targeting will only become more important over time. CPS pros are not the only role in their companies pursuing the generational opportunity, but they report holding a leading role most frequently. Today, CPS pros feel that they are comfortable reaching Boomers but will increasingly turn their attention to understanding and targeting Generation X.