Baby Boomer Desires

Generational targeting has long been the cornerstone of consumer research. However, as these segments come with a set of imperfections, Trend Hunter's Chief Insights Officer, Armida Ascano, has developed a framework to work around them. The Micro-Generations Matrix breaks the typical generational segments down into smaller groups, creating a more nuanced, consumer-centric approach. In this module, we will explore the desires and tendencies of two Baby Boomer micro-generations: the Leading and Neo Boomers.

The Formative Years of Leading Boomers

The Leading Boomers were adolescents during a time when they were caught between a sense of revolution and tradition. This may be why 40% of Baby Boomers stayed with their employer for more than 20 years. But now, as they reach retiring age, Leading Boomers see retirement as a time to reach new heights of personal identity, a time for potentialism. Retirement is no longer just a time to rest; it is a time to explore new opportunities.

One key insight that highlights this desire for exploration is Aging Curiosity, which showcases services dedicated to helping aging customers try something new for the first time. This trend suggests that by 2025, Leading Boomers will start aging backwards. We can already see this in insights such as Boomer Lenience, which highlights how traditional millennial branding and marketing tactics are attracting this aging demographic.

Creating the Future for Leading Boomers

To create a successful future for Leading Boomers, it is crucial to treat retirement as an adventure. Show that you care about social issues that are familiar to the hippie movement, provide a sense of purpose by helping them enrich their own identity and educate themselves further, and share your brand story with the Asian customer. It is also essential to remember that Brand Story is not just for the millennial set.

The Neo Boomers: A Different Perspective

The Neo Boomers, on the other hand, see a lot of the same occurrences as Leading Boomers. However, these events happen later in their lives, and they hold different meanings. They believe the best way to be their best selves is to take action. This is why 70% of them are still in the workforce, and 79% of younger boomers provide financial support to their grown children.

This generation is living in what is often called extended middle age, where they take on responsibilities typically handled by those ten years their junior. Being action-oriented means still being the breadwinner of the household. In 2020, Neo Boomers are working hard and delaying retirement because of it. However, by 2025, they are expected to work smarter, not harder.

Creating the Future for Neo Boomers

To create a successful future for Neo Boomers, it is essential to focus on convenience, as this demographic is busy and has to work. Autonomy is also essential, as they value their independence and intelligence. Most importantly, communicate transparently with this demographic, as they are very sharp, smart, and independent.

Understanding the desires and tendencies of Baby Boomer micro-generations is crucial to creating successful business strategies. By exploring the formative years of both Leading and Neo Boomers and understanding how global occurrences have impacted their views, we can gain a more holistic understanding of this aging demographic. We can also anticipate what's important to these groups, how they are challenging stereotypes of aging, and most importantly, what it could mean for busin