One of the most successful products recently to tap into that individualism has been Apple Computer Inc.'s digital music player iPod. Apple set out to market the portable device, which can hold thousands of songs, to people of all ages.

Last fall, its TV commercials featured a silhouette of a dancing Bono of the Irish rock band U2 singing "Vertigo." Apple was confident that younger consumers would see Bono -- who turned 45 today -- as the ultimate in cool: a hardened rocker who crusades for social and environmental causes. Apple was also betting that older consumers, whose fear of technology might have made them anxious, would feel reassured. If Bono, whom they'd listened to for more than two decades, could handle an iPod, so could they.

"We have huge youth appeal," said Greg Joswiak, Apple's vice president of iPod marketing. "With this campaign, we tried to reach across several generations."