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They also discovered that the aging of the population was the primary factor influencing these trends and other changes in consumer preferences. The baby boomers, who in their twenties had been interested in jogging, running, aerobics, tennis, and “shooting a few hoops,” were getting older and had growing families, by the early 1990s the first wave of boomers was switching from individual sports to things that a family could do together, and many more were expected to follow in the coming decade. In addition, the young professionals who were just starting into business in the early 1990s had grown up wearing basketball and running shoes. This group was not willing to give up comfort and was demanding shoe styles that provided the comfort of outdoor shoes in styles that provided the comfort of outdoor shoes in styles that were acceptable for business. The growing numbers of retirees and senior citizens, who had never “adapted” to athletic footwear, were looking for a similar shoe for shopping and leisure activities.