Understanding the Baby Boomer Generation
I actually feel more like a Baby Boomer than a member of the Silent Generation although I was born outside the range of years that include Boomers. One website said Boomers have cash to spend, are engaged in the workforce, show up on social media, like to create “content,” are somewhat tech-savvy, advocate for the environment, value authenticity and are generally happy. My granddaughters and now my great granddaughter, enjoy time with me performing “shopping therapy” which gives them lessons in making choices but is enabled by the fact that I can afford to indulge them. So I meet all the criteria I just named.
Baby Boomers earned that name because when World War II ended returning soldiers and their wives and sweethearts were eager to start families. That precipitated a Baby Boom. I was born on the cusp of the generation whose births occurred between 1946 and 1964. Until the millennials arrived on the scene, Boomers were the largest generational cohort in United States history. In another five years, every Boomer will be 65 or older. They have had to prepare for longer life expectancy and retirement.
Boomers have been part of the growth of the post-war economy, and have seen dramatic social change. They continue to influence both economics and politics. They have demonstrated an interest in equal rights, immigration and cultural diversity. They have watched the Berlin Wall go up and ultimately be torn down. They have witnessed man walking on the moon. They are independent, competitive, self-sufficient and rarely ask for help. They saw or may have participated in the Korean or Vietnam conflicts and make excellent mentors as they share their experience and expertise with younger generations.
They are themselves a diverse group of individuals who may still work due to their strong work ethic. They may have children still living at home or be helping to raise young grandchildren. They may return to school as they have long attention spans and the ability to focus on classwork. Overall, they appear to be committed to enjoying life.
This generation is considered the most prosperous on Earth. If they are retired, they may have more time and money to make choices about how they use those assets. They have credit cards and order online frequently. Many of my friends joke about their “Amazon order de jour.” Marketers are urged to make sure they understand the interests and values of this group of people who have strong purchasing power. I notice television ads aimed at seniors promoting drugs to reduce discomfort, increase activity, and improve mood and feelings of wellbeing. That’s another topic for deeper discussion. More later.
Although many images of this generation portray them relaxing, traveling and enjoying retirement, 40% of them are employed full or part-time or are self-employed. Many are still career-focused and enjoy working. Like many Boomers, I love setting and achieving goals, earning rewards and, even more importantly, being creative and productive. I have gotten tremendous gratification from writing for unique audiences and presenting psychological and spiritual information that I have spent decades acquiring and want to share before my time, energy and money do not allow me to do so.
Although members of Generation Z have been criticized for spending too much time on their mobile phones and other electronic devices, Baby Boomers are becoming more familiar with technology including social media. Statistics tell us that they have increased their social media time while Gen Z has decreased theirs. Like Gen Zs they are creating “content.” Many of my Boomer friends spend enormous amounts of time looking at YouTube, following gurus who share ideas about health, diets, exercise, investments, daily thoughts for improved happiness . . . the list is endless. Seminars are filled with attentive Boomers. They are wary of advertising, however, as they’re concerned about false advertising or that the ads do not address their specific needs and desires. Many spend time playing video games or solving various kinds of puzzles.
Baby Boomers are concerned about the environment and many recycle. There seems to be a growing awareness of toxins in the environment and, therefore, demonstrate a preference for organic and non-GMO fruits and vegetables. I see older shoppers using their own reusable shopping bags and reading labels. Many have quit smoking, joined fitness centers, or have become engaged in new activities with both their own health and the health of the environment in mind.