1. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
WORDS
TO LIVE BY Creative Research Summary: Spring/Summer 2010
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Creative Research Summary:
Spring/Summer 2010
42-23824430 © Gerhilde Skoberne/Corbis

2. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
42-21712229 © Monalyn Gracia/Corbis
B
aby boomers — the once self-absorbed world. Long regarded as the most narcissistic personal fulfillment above all else, they’ve come
“Me Generation” comprised of adults generation in history, boomers have earned a to expect the same for everyone — especially
between the ages of 45 and 63 — are reinventing bad reputation as self-absorbed overspenders their loved ones. They’re working hard to ensure
themselves again. Years of spending too much who refuse to grow old gracefully. They’ve everyone’s needs are met. Whether it’s caring
and saving too little, conspicuous consumption, been accused of possessing an innate sense of for elderly parents, sending their own kids off
and a sense of entitlement are giving way to a entitlement that has led many to blame them for to college, or welcoming grown children and
more mindful way of living focused on self- the economic crisis that we face today. However, grandchildren back into their homes to weather
actualization, personal relationships, and as boomers begin to reach their retirement years, the recession, boomers are focusing on the needs
altruism. The “Me Generation” is becoming the they’re replacing the self-indulgent pursuit of of others. They’re recognizing the importance
“Us Generation,” as worries about the economy leisure with continued employment, community of savvy financial planning to ensure the future
and the environment prompt a major shift in involvement, and personal growth, creating a security of their loved ones and are scaling back
values. new look of retirement – and of a generation – their own dreams wherever necessary. Career
that’s both active and altruistic. Photography goals are also taking a backseat as many are
Baby boomers represent one of the largest
that reflects this new look of maturity will choosing a work schedule that allows them the
demographic groups in history, spanning nearly
only grow in demand as the global population freedom and flexibility to care for elderly parents.
20 years. They’re 450-million strong worldwide
continues to age. Personal relationships are now at the center of
and make up one-third of the US population.
their lives and they’re finding those bonds hugely
Along with seniors (65+), they represent the Relationships are playing a key role. While
meaningful and sustaining.
fastest-growing demographic in the developed boomers were the first in history taught to value
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Creative Research Summary:
Spring/Summer 2010

3. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
T
he desire to connect with others is also with loved ones. Although they’ve lived through
keeping them in the workplace during recessions before and remain fairly optimistic
traditional retirement years. While some about the future, they’re scaling back their dreams
continue to work out of necessity, many are or putting them on hold as they focus on the
embarking on “encore careers,” launching new things that matter most. Volunteering rates are
businesses or consulting part-time in order to soaring among this demographic as boomers
stay active and engaged. They see themselves seek areas in their lives where they can make a
as multigenerational and are embracing real difference. “Voluntourism” — or volunteer
technology as a means of bridging generational vacations — has also grown in popularity for those
chasms. They’re seeking self-actualization by in search of vacations with meaning.
revisiting their own youthful ideals through
Despite economic worries, boomers are actually
community activism and support and nonprofit
more financially secure than any other age
leadership. Concerns about the economy and the
group today. They have more savings and home
environment have motivated them to become
equity, less credit card debt, and lower levels
advocates for the changes that will benefit
of unemployment than younger generations,
themselves, their loved ones, their communities,
making them a prime target for marketers.
and the planet.
Demand for images that capture the essence of
While the global recession may have prompted this demographic will only grow as the global
this shift in values, that’s only part of the population continues to age. However, in order to
equation. Baby boomers have redefined accurately reach these consumers, it’s important
that images abandon the typical cliches and
everything that they’ve touched – from the
stereotypes. A baby boomer turns 50 every 8.5
sexual revolution, to civil rights, to feminism.
seconds, and the look of maturity is changing even
Now they’re again choosing to stand apart from
faster. It’s no longer silver-haired couples strolling
previous generations by defining aging on their
on a beach or watching a sunset. Instead, it’s
own terms. Instead of fighting the aging process
both younger and older boomers who are actively
completely, they’re embracing the wisdom that
engaged in society, enjoying relationships, and
comes with getting older while keeping their
seeking meaning.
minds and bodies as active as possible. Most
importantly, boomers are finding themselves
in a position to correct past behaviors through
mindful consumption and shared experiences
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Creative Research Summary:
Spring/Summer 2010
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4. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
RELATIONSHIPS
Friends, children, parents, partners, and community — are at the core of the baby boom generation.
Volunteering, dating, activities with kids and grandkids, and socializing with friends are central to an
overall sense of happiness and well-being.
Concepts:
Connections Communication Community
Fun Love Teamwork
Togetherness Caring Trust
Individuality Support Belonging
Intimacy Understanding Comfort
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Creative Research Summary:
Spring/Summer 2010
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5. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
BUSINESS & FINANCE
More boomers are working into their retirement years than ever before.
However, it’s not just more of the same for many of this generation. They’re
launching new businesses, pursuing hobbies and dreams as a career,
mentoring younger employees, or working for nonprofits.
Concepts:
Communication Community Teamwork
Enjoyment Change Diversity
Wellness Flexibility Creativity
Customization Leadership Fulfillment
Transparency Security
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Creative Research Summary:
Spring/Summer 2010
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6. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
HEALTH, WELLNESS
& MEDICINE
Boomers prize health and vitality above all else. Health care and wellness in mind,
body, and spirit are top concerns. A healthy, active lifestyle represents the key to
aging with independence, enjoyment, and grace.
Concepts:
Wellness Authenticity
Prevention Natural
Freedom Progressive
Individuality Accessibility
Intimacy Care
Experimentation Strength
Alternative medicine
Responsibility
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Creative Research Summary:
Spring/Summer 2010
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7. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
PEOPLE & LIFESTYLES
Boomers are redefining aging and rejecting stereotypes and labels wherever
possible. They prefer to challenge traditional ideas about their age group by
establishing multigenerational social and professional networks, embracing
technology and trends, and pursuing dreams and hobbies.
Concepts:
Personalization Connections Aspirations
Relevance Vitality Simplicity
Style Relationships Individuality
Experimentation Self-actualization Wisdom
Identity Enjoyment
Creativity Giving
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Creative Research Summary:
Spring/Summer 2010
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8. WORDS TO LIVE BY
Creative Research Summary:
Spring/Summer 2010
TRAVEL & VACATION
Boomers are weathering the economy better than most and are
taking advantage of their unique positions in life to connect, explore,
and experience the world through volunteer vacations, as well as
multigenerational, adventure, and educational travel.
Concepts:
Discovery Experience Accessibility
Learning Authenticity Style
Connections Diversity Customization
Humanity Enjoyment Flexibility
Friendship Escape
Freedom Relaxation
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Creative Research Summary:
Spring/Summer 2010
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