By the early 2000s, the baby boomers reached middle age and were starting to save for retirement, though not necessarily enough. Seeking to increase their income and thus savings, many started investing, pushing interest rates to the floor. Borrowing became so cheap that some investors made rather risky decisions in order to get better returns. Financial analysts call this the "seeking yield" problem. But even the United States was not enough to absorb all these investments, so the capital flowed overseas, helping to fuel the considerable economic growth of various developing countries. Steve Gillon has suggested that one thing that sets the baby boomers apart from other generational groups is the fact that "almost from the time they were conceived, boomers were dissected, analyzed, and pitched to by modern marketers, who reinforced a sense of generational distinctiveness."