Boomers are single-handedly re-defining what it means to age, giving rise to a brand new lifestage, 'The Second Act'. If you'd like a free PDF of BOOM! visit our site.

1. BOOM!
UNDERSTANDING
BABY BOOMERS
Prepared by THE SOUND
SEPTEMBER 2011

2. STRATEGIC INTERNATIONAL RESEARCH
VANCOUVER . TORONTO . CHICAGO . NEW YORK . LONDON
A BOUTIQUE GLOBAL
Understand Inspire AGENCY APPLYING
LEADING EDGE
RESEARCH
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TECHNIQUES,
TECHNOLOGIES AND
PSYCHOLOGICAL
MODELS TO
UNDERSTAND THOSE
Create WITH SOME ‘GROWING
UP’ LEFT TO DO
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3. BOOM! RESEARCH APPROACH
OUR INNOVATIVE APPROACH CONSISTED OF 3 STAGES
DEFINE EXPLORE EXPERIENCE
Expert Interviews 3 day Sounding Board 10 x Self Ethnography
3 x 1hr Depth - 50 respondents in video diaries
Interviews with total
Boomer Experts
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Stage Stage Stage
1 2 3

4. INTRODUCTION
WHO ARE THE BABY BOOMERS?
Born during post war baby boom: 1946-1965 - Aged 47 - 65
The largest generational cohort
Almost 15 million boomers in the UK, over 79 million boomers in
the US, almost 9 million in Canada
Wealthy...
Baby boomers hold 80% of the UK's wealth and bought 80% of
all top of the range cars
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...Unhealthy
Bought 77% of all prescription drugs
BOOMERS ARE THE ORIGINAL TEENAGERS!
Created a whole new lifestage
Defined the values of an age group:
Rebellion / Hedonism / Individualism / Risk taking
and, of course, an entirely new leisure &
entertainment industry
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5. WHY DO WE CARE ABOUT 47-65S NOW?
SHEER SIZE
Never before has our planet contained so many older people
• 2/3rds of all people ever to reach the age of 65 are alive today
• In the US another former youth turns 50 every 8 seconds
• In the US over the next 20 years, 74 million Boomers will retire
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CULTURAL INFLUENCE
The boomers were a demographic bulge that has remodeled
society as it passed through through each age cohort
They have always set the cultural agenda and influenced society
Today they are shifting the ‘psychographic centre of
gravity’ of the developed world
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6. WHY DO WE CARE ABOUT 47-65S NOW?
“Saying you are going to target 18 to 34 year
olds is so outdated. Marketers need to
respect and understand consumers over 35,
who are increasingly adopting new media and
staying active”
Andy Fennell - Diageo CMO
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7. WHY DO WE CARE ABOUT 47-65S NOW?
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8. UNDERSTANDING
BOOMERS

9. UNDERSTANDING BOOMERS
BOOMERS ARE SINGLE HANDEDLY RE-DEFINING WHAT IT
MEANS TO ‘AGE’...
SECOND LIFE
REDEFINING AGING
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I refuse Despite
to slow getting
down ... older
GEN-VALUES LIFESTAGE
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10. BOOMERS:
GENERATIONAL
VALUES

11. Generational Values
What makes Boomers tick?
“Rebellion works; it gets
attention ... We’re here!”
We weren't fighting for
Text social change, that was a
side-effect, we were selfish,
we just wanted to do what
we wanted to do!
BOOMERS HAD A REVOLUTIONARY YOUTH ...
As a cohort they’ve played a pivotal role in changing many aspects in all of our lives
Triggering these changes has taught them to believe they can get what they want!
Importantly, social change was a result of selfish desires more than philanthropy
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12. Generational Values
Social movements
We didn’t grow up in
the same world as our
parents, we wanted to
have fun... and I still do!
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AS TEENAGERS, BOOMERS FOUGHT FOR CORRESPONDING VALUES...
THEIR OWN INDIVIDUAL FREEDOMS
It is important to be cynical - authority should be
‣ Sexual revolution questioned not obeyed
‣ Gender Equality
‣ Civil rights movement Fun and personal pleasure is important
‣ Experimentation with drugs
Youth should be respected, old people are the enemy!
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13. Generational Values
Tech movements
I totally embrace
I think people technology and
underestimate us. I know a can’t wait to get a
few young people in their 3D telly and an
20's and 30's who think I am iPad!
better at the new social
media than they are. I think I
am just more willing to try Text
new things
OVER THE COURSE OF THEIR LIVES CORRESPONDING VALUES
BOOMERS HAVE SEEN (AND PLAYED A
ROLE) IN VAST TECHNOLOGICAL CHANGE Technology is amazing, and its progress can
solve problems and improve all our lives
‣ A TV in every home‣ Communications technology
that has shrunk the world
Humans really can do anything
‣ A man on the moon ‣ Devices that ease and
automate almost every Being able to adapt is important
domestic duty
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14. Generational Values
Health and fitness
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BOOMERS WITNESSED HUGE CHANGES CORRESPONDING VALUES
IN ATTITUDES TOWARDS HEALTH
‣ The commercialisation of fitness Recognise the importance of being your best health
- The rise of chain gyms, jogging, work out videos and wise - physically, emotionally and spiritually
the body beautiful
‣ The popularisation of healthy eating
Good health isn’t just down to luck, important to take
- Dieting trends and celebrity nutritionists care of yourself
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15. BOOMERS:
LIFESTAGE
EXPERIENCE

16. Lifestage Experience
Growing pains
... BUT THERE ARE UNDENIABLE DOWNSIDES TO GROWING
OLDER, BOTH CULTURALLY AND PHYSICALLY
‣ Physically, age is taking its toll
- Illness is more of an issue
- Harder to keep weight down
- Grey hair and wrinkles
- Less energy
‣ It’s a surreal experience for most
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‣ Boomers see their bodies getting older but their minds are still
young and vigorous
‣ They’re also starting to experience some ageism for the first
time - they’ve become the generation they rebelled against
“Grey hair makes me feel and look old and out of place at some bars in town...”
“I look in the mirror and think, ‘who is that old bloke looking at me?!’ I feel 40 but look
60”
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17. Lifestage Experience
Growing gains
THAT SAID, GETTING OLDER COMES WITH MANY BENEFITS ...
‣ With age comes wisdom and experience
‣ Boomers feel very comfortable with who they are and the decisions they make
‣ Despite the recession, they’re the most financially secure generational cohort
‣ They’ve reached the peak of their careers and shift their focus away from
achievement to simply enjoying the journey
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‣ They are at the top of Maslow’s hierarchy of needs...
‣ Few safety, social and self esteem issues
‣ Busy ‘self actualizing’ - pursuing personal interests
‣ Taking care of others, especially their (adult) kids
“I can pretty much do whatever I want. I don't have the same responsibilities I have
had through most of my life. I am financially in a good place and feel optimistic about
the future”
“I feel so uninhibited. With an easiness that I did not possess when I was younger, I don't
hesitate to do things that bring joy to me and/or may enrich my life.”
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18. REDEFINING
AGING

19. Redefining Aging
Welcome to The Second Act
BOOMERS HAVE REACHED AN AGE CULTURALLY ASSOCIATED WITH DECLINE AND SLOWING DOWN, AS EVER
THEY REFUSE TO CONFORM
THE ‘SECOND ACT’ EMERGES AS A RESULT OF THE TENSION BETWEEN GENERATIONAL AND LIFESTAGE
VALUES
‣ In many ways the ‘Second Act’ looks just like adolescence:
‣ Responsibility free / Abundant free time / A time of exploration traveling and adventure / discover and
experiment with new brands
‣ But it is defined by the need to SELF-ACTUALIZE and driven by a powerful desire to remain youthful,
healthy and active = obsessed with VITALITY Text
“We’re not slowing down or
taking it easy. We have a long,
active life ahead of us. It’s not
retirement. It’s a second youth”
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20. Redefining Aging
Redefining relationships with partners
GETTING OLDER DOESN’T MEAN THAT ROMANCE IS DEAD ...
‣ Boomers were the generation that pioneered free love, and did more to normalise dating and divorce than any
other generation
‣ Despite societal expectations around older age, Boomers are continuing to enjoy active sex lives, whether in
long term relationships or not
‣ Boomers see no reason to change the romantic habits that have given them pleasure thus far in life
‣ Now that older children have left they’re now even more time together, going out, staying in or traveling
Text
“The romance in my life is good. My
husband and I are still like a couple of
teenagers at times! We are both very
tactile and love each other very much and
are not afraid to show it.”
“Seeing my girlfriend could involve a wide
range of activities - visits to restaurants, bars,
dancing, cinema, day trips to walk
somewhere beautiful or a night in with a
bottle of rosé.”
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21. Redefining Aging
Redefining relationships with kids
PREVIOUSLY, THE GENERATION AT THIS AGE WOULD HAVE RELIED ON YOUNGER RELATIVES FOR SUPPORT -
BOOMERS DO THINGS A LITTLE DIFFERENTLY ...
‣ The most financially secure generation, Boomers feel they should be taking care of the family
‣ Increasingly Boomers are heading up intergenerational households, with room for Boomers’ parents as well
as their kids and even grandkids!
‣ They have a different relationship with their children - they are HEROES to the Millennial generation
‣ They’re friends as well as parents, and will often socialise together, going out to dinner, movies, sports games
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“I want to be of assistance to my
adult children as they reach different
crossroads in life. My assistance
could be financial advice or
emotional support. I want to be
around to see their progress and
their children's progress through life.
My most important parenting is
happening right now.”
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22. Redefining Aging
Redefining relationship with work
WORKING HARD IS A FUNDAMENTAL BOOMER VALUE AND IT DOESN’T WANE WITH AGE ...
‣ Economic realities and the increase in “desk” jobs (low physical labour) are breaking down age barriers in
the workplace
‣ Many Boomers are returning to work from retirement, either as employees, consultants or launching start-
ups - A UK study found: 42% claim to be delaying retirement. 25% claim they'll never retire
‣ Not only do they enjoy hard work, they’re keen to contribute as much as they can by making the most of
their skills and passing on what they know
‣ Work is also a great way to keep them feeling ‘youthful’
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“Work is a means to pay bills and
support my lifestyle, but it also serves a
function of giving structure to my week,
and giving me self esteem.”
“We now have laptops at work to give
greater flexibility and can now log on to
the network wirelessly from most places
within the organisation and from home. It
gives us a greater work life balance.”
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23. TAKING YOUR
BUSINESS
FORWARD 23

24. Taking Your Business Forward - BOOMER BRANDS
“Most marketing messages are ego centric or
materialistic, they project values associated
with lower level needs, i.e. self esteem, status,
the need to belong...boomers operate at a
higher level”
David Wolf - Boomer marketer
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25. Taking Your Business Forward - BOOMER BRANDS
SELF
GEN-VALUES ACTUALIZING LIFESTAGE VALUES
VALUES
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26. Taking Your Business Forward
THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO BOOMERS ...
THEY STILL FEEL 40 YEARS OLD!
HIGHLY INDIVIDUATED - DON’T TALK TO THEIR ‘GROUP’
THEY LOVE TECHNOLOGY AND NEW MEDIA
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REMEMBER TO SPEAK TO SELF-ACTUALIZED NEEDS - I.E
EXPERIENCES, PROGRESS, PASSIONS, LEGACY
THEY’RE STILL MAKING MONEY ... AND THEY WANT TO SPEND IT!
BOOMERS ARE HEROES TO MILLENNIALS