What you need to know

Baby Boomers are aged 52-70 and are making the transition from parents to grandparents and from full-time employment to full-time retirement. Although Baby Boomers have entered the second half of their lives, they don’t necessarily feel “old” and want to continue to have exciting, active, and fulfilling lives.

The majority of Baby Boomers have a positive outlook on life and are optimistic about the future, despite the fact that some face financial uncertainty as they age out of the work force. A quarter of this generation have aspirations to live in a retirement community in the future, and a similar share plan to relocate to a warmer climate. However, given their financial situations, many may find that they have to sell their homes and move to areas with lower costs of living to finance their “second act.”

Definition

For the purposes of this Report, Mintel has used the following definitions:

  • Baby Boomers: the generation born between 1946 and 1964. In 2016, they are between the ages of 52 and 70.

This Report is the last in a series of four that focus on marketing to the key generations. Findings in this Report can be supplemented by analysis presented in Mintel’s Marketing to the iGeneration – US, April 2016, Marketing to Millennials – US, May 2016, and Marketing to Generation X – US, June 2016.

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