U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road

• Scope and Methodology
  • Scope of Report
  • Report Methodology
  • Two Boomer Age Cohorts
  • The Simmons Index System
  
  
• Lifestyles and Demographics
  • Boomers’ Lives Still Just Beginning
  • Boomers’ Demographic Clout Only Increasing
  • Ethnicity Largely White, Non-Hispanic
  • Comfort with Internet, Technology Facilitates Boomerpreneurship
  • Boomers Earn Higher Than Average Incomes
  • Figure 1-1: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
  • Money, Health Woes Keep Retirement at Bay
  • Boomer Cohort Much More Diverse Than Once Believed
  • “Green” Causes Gain Momentum Among Cohort
  
  
• Health and Anti-Aging
  • Healthy, Active Self-Image Keeps Boomers in the Game
  • Technology, Positioning Take Sting Out of Age-Related Complaints
  • Strong Focus on Nutrition, Exercise
  • Cosmetic Surgery Popular, as Are Scalpel-Free Procedures
  • Drugs, Therapies Combat Chronic Complaints
  • Older Boomers, Women Work Toward Well-Balanced Diets
  • Exercise Remains Popular Antidote to Growing Old
  
  
• Boomers at Home
  • Family, Finances, Career Guide Domestic Arrangements
  • Boomers Anticipate Greater Practicality in Later Years
  • Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
  • In-Home Tech, Electronics Preferences Reflect Family Priorities
  • Boomerang Effect Re-Mixes Generations
  • Boomer Home Caregivers Number in Millions
  
  
• Boomers at Work
  • Widespread Skepticism RE Social Security’s Staying Power
  • Financial Needs and Fulfillment Keep Boomers on the Job
  • Employee Health Benefits Add Incentive to Keep Working
  • Highest Earners Foreground Control, Dedication to Career
  • Figure 1-2: Indices by Selected Boomer Traits for Agreement with Statement: “I Look at the Work I Do as a Career, Not Just a Job,” 2007 (U.S. employed adults age 45-64)
  • Workplace Generation Gap Challenges Boomer Patience
  • Telecommuting Combines Comfort of Home with Comfort of Paycheck
  • Layoffs—and Self-Employment
  
  
• Boomers on the Road
  • Boomers Defy Convention in Vehicles and Vacations
  • Attachment to Automobiles Unlikely to Wane
  • Female Boomers Stress Safety; Males Big on What’s Under the Hood
  • Resurgence of Muscle Cars, Motorcycles
  • “Idealism Gene” Opens Minds, Pocketbooks to Green Options
  • Boomers Seek Meaningful Experiences in Vacation Travel
  • Majority Prefer Domestic to Foreign Travel
  • Internet Research Facilitates Customized Travel
  • From Cruises to Sports Vacations, Single Boomers Mixing It Up

Chapter 2: Lifestyles and Demographics

• Boomers’ Lives Still Just Beginning
• Cohort Plans to Regenerate, Not Degenerate
• Boomers’ Demographic Clout Only Increasing
• Age 60-64 Segment Growing Fastest
• Over-40 Contingent Swells Worldwide
• Ethnicity Largely White, Non-Hispanic
• Figure 2-1: Selected High-Indexing Demographic Traits for Hispanic Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
• Hispanics Cluster in Southwest, Pacific; African-Americans Embrace Southeast
• Most Boomers Still Work Full-Time
• Diverse Self-Employed Segment May Forecast Future Entrepreneurship
• Figure 2-2: Selected High-Indexing Demographic Traits for Self-Employed Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
• Social Responsibility, Self-Actualization Inspires New Ventures
• Comfort with Internet, Technology Facilitates Boomerpreneurship
• Boomers Earn Higher Than Average Incomes
• Figure 2-3: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
• Money, Health Woes Keep Retirement at Bay
• Fear of Disability Keeps Many on the Job: Health Insurance Highly Prized
• Some Gamble with Health: Drop Insurance, Wait for Medicare to Kick In
• Boomer Cohort Much More Diverse Than Once Believed
• Class of 1946 More “Ward and June” Than “Wyatt and Billy”
• Age, Culture, Experience Divide Younger, Older Boomers
• Older Cohort Boomers Better Educated, Wealthier, More Likely Retired
• Financial Divide Reflects Elders’ Greater Job Opportunities, Cheaper Housing
• Older Cohort Confident; Younger Boomers Stressed
• Famous “Boomer Inheritances” Going to Elders
• Younger Boomers Juggling Childcare, College Payments, Finances
• Hispanics, Asians, Blacks More Likely than Whites to Have Young Kids at Home
• Childless Boomers Skew High for Higher Education, Single Living
• “Green” Causes Gain Momentum Among Cohort
• Green Allegiances Transcend Age Group, But Tend to Increase with Age
• Hispanics, Asians, Lower Income Boomers Especially Eco-Friendly
• Central Marketing Region Claims Majority of Greens
• Figure 2-4
• Selected High-Indexing Demographic Traits of Boomers Who Are “Smart Greens,” 2007 (U.S. adults age 45-64)
• Green Concerns Align with Growing Emphasis on Social Causes, Self-Actualization
• Mature-Centric Trends Will Foster Youthful Lifestyles
• Table 2-1: Demographic Composition of Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-2: Demographic Composition of White (Non-Hispanic) Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-3: Demographic Composition of Hispanic Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-4: Demographic Composition of African-American Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-5: Demographic Composition of Self-Employed Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-6: Demographic Composition of Female Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-7: Demographic Composition of Male Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-8: Demographic Composition of Older Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 55-64)
• Table 2-9: Demographic Composition of Younger Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-54)
• Table 2-10: Demographic Composition of Baby Boomers With Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-11: Demographic Composition of Baby Boomers Without Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 2-12: Demographic Overview of “Smart Green” Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)

Chapter 3: Health and Anti-Aging

• Healthy, Active Self-Image Keeps Boomers in the Game
• Concepts of Youth, Health, Nature Intrinsic to Anti-Aging Trend
• Technology, Positioning Take Sting Out of Age-Related Complaints
• Many Boomers Feel Better Now Than in Their 20s, Despite Stress
• Tension Mounts Between Healthy Habits, Chronic Ailments
• Strong Focus on Nutrition, Exercise
• Figure 3-1: Indices for Selected Boomer Traits Favoring Strong Agreement with Statement: “I Make Sure I Exercise Regularly,” 2007 (U.S. adults age 45-64)
• Stress, Overwork Undermine Vibrant Boomer Profile
• Cosmetic Surgery Boosts Self-Esteem, Reveals More Authentic Self
• Liposuction, Augmentations Lure Women and, Increasingly, Men
• Multiple Procedures Save Time, Help Boomers Compete
• Scalpel-Free Procedures Booming
• Surgical Facelifts Sometimes Perceived as Risky, Unnatural
• Injectable Wrinkle Smoothers, Skin Plumpers a Booming Market, Despite Price
• Injections of Human Growth Hormone Stave off Middle-Age Spread
• What Price Youth?: Motivation to Spend Divides Along Gender Lines
• Figure 3-2: Percentage Who Agree with Statement, “I’ll Spend What I Have To, To Look Younger”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
• Injectable Fillers Steadily Accepted as Routine Beauty Maintenance
• Drugs, Therapies Combat Chronic Complaints
• Older Boomers Especially Prone to Hypertension, Diabetes, Arthritis
• Boomers Expect to Be Cured: Many Research Own Treatments
• High Cholesterol: Health Crisis or Marketing Bonanza?
• Pfizer Engages Jarvik to Sponsor Sweeping Lipitor Campaign
• Overstated Qualifications Hurt Pfizer’s Credibility
• Diabetes Drugs Especially Likely for Older Boomers
• Drugs for Hypertension, Heart Failure, Chronic Pain
• Boomer Segment Proclaims Peak Condition, Youthful Vigor
• Self-Perception vs. Scientific Findings: Somebody’s Fudging
• Wider Studies Confirm Boomers Are Often Too Fat, Out of Shape
• Denial Looms Large in Approach to “Healthy” Eating, Weight
• Older Boomers, Women Work Toward Well-Balanced Diets
• Nutrition, Healthy Ingredients High On the Shopping List
• Boomer Women Scrutinize Labels, Discuss Nutrition
• Boomer Women Highly Aware of Calories, Diets, Exercise Needs
• CDC Shows Overweight, Obesity Rampant Among Female Boomers
• Too Much of a Good Thing
• On the Upside, Boomers are Paying Attention to Diets
• Figure 3-3: Percentage Who Agree with Statement, “I Am Currently Controlling My Diet”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
• Figure 3-4: Percentage Who Agree with Statement, “I Am Currently Dieting”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
• Exercise Remains Popular Antidote to Growing Old
• Procter & Gamble Survey Says Many Boomers More Fit Than in Their 20s
• Anti-Aging Marketing Requires Optimistic Language, Segmentation
• “Natural” Approaches, Ingredients Popular Across Channels
• Less Invasive Facial Aesthetics Reveal Natural, Radiant Features
• Fresh, Natural Foods Offer Ageless Health and Beauty
• Vitamins and Supplements Boost Nature’s Anti-Aging Properties
• Figure 3-5: Percentage Who Have Taken Non-Prescription Nutritional Supplements in the Last 12 Months: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
• Functional Foods Defend Against Age-Related Disease
• Refrigerated Functional Mini-Drinks: Low-Calorie Cholesterol Busters
• Unilever Tippy-toes Around Health Claims, Encourages Healthy Lifestyle
• Souped-Up Cereals Promote “Smart,” Heart Healthy Whole Grains
• Web-Supplemented Campaign Shows Benefits of Smart Eating, Exercise
• Nutricosmetics: Youth-Enhancing Substances That Sound Good Enough to Eat
• Table 3-1: Attitudes Related to Health and Diet: Adults Overall vs. Boomers, 2007 (percent and index of U.S. adults)
• Table 3-2: Attitudes Related to Health and Diet: Female vs. Male Boomers, 2007 (percent and index of U.S. adults)
• Table 3-3: Attitudes Related to Health and Diet: Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
• Table 3-4: Boomer Traits Favoring Agreement with Statement: I Make Sure I Exercise Regularly, 2007 (percent and index of U.S. adults age 45-64)
• Table 3-5: Boomer Traits Favoring Agreement with Statement: I’ll Spend What I Have To, To Look Younger, 2007 (percent and index of U.S. adults age 45-64)
• Table 3-6: Health Ailments in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
• Table 3-7: Patterns in Seeking Medical and Health Information: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
• Table 3-8: Attitudes Related to Health and Healthcare: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
• Table 3-9: Use of Selected Prescription Drugs in the Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
• Table 3-10: Reasons for Controlling Diet: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
• Table 3-11: Participation in Selected Sports Over Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (U.S. adults) (percent and index of U.S. adults age 45-64)
• Table 3-12: Selected Non-Prescription Nutritional Supplements Taken in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)

Chapter 4: Boomers at Home

• Family, Finances, Career Guide Domestic Arrangements
• Current Income Supports Most Housing Requirements
• Future Cash Crunch May Cramp Spending, But Not Style
• Leading Edge Boomers Will Drive Housing Trends
• Downsizing, Convenience, Change of Scenery Motivate Relocation
• Adaptation to Changing Physical, Family Circumstances Part of Aging in Place
• General Attitudes About Home Life Mirror Overall Population’s
• Segmentation Key to Interpreting Specific Home Preferences
• Younger and Older Boomers Prefer Quiet Evening at Home
• Older Boomers Turn Up Noses at Fast Food, Prefer Mealtime Togetherness
• Empty-Nester Homes Reflect Personalities; Single Boomers Not So Much
• With Kids At Home, Married Boomers Foreground Kitchen; Not So, Singles
• Boomers Anticipate Greater Practicality in Later Years
• Simpler Tastes Doesn’t Mean “Hippie”
• The “Future” Is Here: Practical Luxury Already a Boomer Trend
• Empty Nesters Downsize: Reorganize Homes, Values
• With Kids Gone, Romance and Freedom Enliven Home Life
• What Empty-Nest Syndrome?
• Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
• Figure 4-1: Kitchen Remodeling Within Last 12 Months: Selected High-Index Boomer Cohorts, 2007 (U.S. adults age 45-64)
• Bathroom Re-Do Popular for Empty Nesters, Marrieds with Children
• Desire for Mobility, Independence Guide Kitchen, Bath Renovations
• Figure 4-2: Indexed Boomer Traits Favoring Agreement with Statement: “I’m Looking For New Ways to Improve My Home,” 2007 (U.S. adults age 45-64)
• Universal Design Promotes Security, Accessibility
• Elder-Friendly Amenities Foreground Sleek, Luxurious Efficiency
• In-Home Tech, Electronics Preferences Reflect Family Priorities
• Boomers Love TV, HD, Wide Screens
• Empty Nesters Will Splurge on Fancy Set-Ups
• Figure 4-3: Likelihood to Spend $3,000 or More on Household Television Sets: By Selected Boomer Segments, 2007 (U.S. adults age 45-64)
• TV Technology Gap Between Boomers and Millennials
• DVRs Are Fine, But Boomers Just Want to Watch the Show
• Even at Home, Boomers See Computers as Tools, Not Toys
• Most Boomer Households Own Computer
• Empty-Nest, Older Segments Favor Online Financial Management
• With Kids at Home, Education, Graphics, Entertainment Drive Computer Use
• E-Nurturing Frees Up Time for Empty-Nest Moms
• Empty-Nest Dads Often Gobsmacked by New Household Dynamics
• Boomerang Effect Re-Mixes Generations
• Return of Adult Children a Common Pattern
• Financial Woes, Filial Affection Can Make for Happy Home Life
• Career, Family Disasters Can Force Even Boomers Back Home
• Adult Kids and Grandchildren? Boomerang, Once Removed
• Childcare Can Add Additional Burden for Boomer Grandparents
• Elder Care Also Enters Equation
• Boomer Home Caregivers Number in Millions
• Home Care for Dementia, Alzheimer’s Presents Daunting Task
• Decline in Elderly Parents Adds Stress, Anxiety, Fear
• Boomers Want to Keep Parents Out of Nursing Homes
• Fear for Their Own Mental Health May Spur Boomer Planning
• Financial Generosity May Imperil Boomers’ Ability to Age in Place
• “Pivot Spenders” Finance Adult Children, Parents
• Disconnect Between Financial Help and Future Housing Realities
• Even Savings-Obsessed Japanese Dread Housing Crisis in Old Age
• Canadian Boomers Sandwiched Too
• Canadian Boomers Delay Plans for Long-Term Care for Selves, Elders
• Aging in Place Means Aging Smart
• New Urbanism, Live-Work Balance Allows for Efficiency and Fun
• Crosswinds Communities Build Live-Work Residences
• Condominiums Offer Low Maintenance, High Energy
• Not Your Parents’ Retirement Community
• “Gayby” Boomer Communities Offer Acceptance, Allow Honesty
• Shea Homes’ Victoria Gardens: “Certified Green” for The 55-Plus
• Recycling Patterns Suggest Boomers Will Snap Up Green Building
• Figure 4-4: High-Index Boomer Traits Favoring Agreement with Statement: “People Have a Duty to Recycle,” 2007 (U.S. adults)
• Green: It’s Responsible and Chic
• Green Retirement Niche Appeals to Blooming Social Values
• Table 4-1: Attitudes Related to Home Life: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
• Table 4-2: Attitudes Related to Home Life: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
• Table 4-3: Attitudes Related to Home Life: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 4-4: Home Improvement and Household Purchasing Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
• Table 4-5: Home Improvement and Household Purchasing Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
• Table 4-6: Indoor Home Improvement Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
• Table 4-7: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 4-8: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 4-9: Selected Boomer Traits Favoring Agreement with Statement: “I’m Looking For New Ways to Improve My Home,” 2007 (percent and index of U.S. adults age 45-64)
• Table 4-10: Attitudes Related to Home Media: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
• Table 4-11: Attitudes Related to Home Media: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
• Table 4-12: Attitudes Related to Home Media: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 4-13: Television Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
• Table 4-14: Television Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 4-15: Home Computer Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
• Table 4-16: Home Computer Purchase and Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
• Table 4-17: Home Computer Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 4-18: Household Computer Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
• Table 4-19: Household Computer Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
• Table 4-20: Household Computer Use: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 4-21: Demographic Composition: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
• Table 4-22: Selected Household Attitudes and Characteristics: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
• Table 4-23: Boomer Segments Taking Care of Someone with an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 4-24: Caregiver Indices for Selected Ailments or Diseases: Female, Male, Older, Younger Boomers, 2007 (U.S. adults age 45-64)
• Table 4-25: High-Indexing Demographic Traits for Boomers Who Are Taking Care of Someone With an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 4-26: Boomer Segments Taking Care of Someone With Alzheimer’s Disease, 2007 (percent, number and index of U.S. adults age 45-64)
• Table 4-27: Boomer Traits Favoring Agreement with Statement: “People Have a Duty to Recycle,” 2007 (percent and index of U.S. adults)
• Table 4-28: Household Recycling Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults age 45-64)
• Table 4-29: Household Recycling Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)

Chapter 5: Boomers at Work

• Social Security a Mixed Blessing for Potential Retirees
• Longer Working Life No Surprise, Especially for Younger Segment
• Figure 5-1: Boomers as Full-Time Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
• Widespread Skepticism RE Social Security’s Staying Power
• Applying Early: The Leading Edge Hedge
• Financial Needs and Fulfillment Keep Boomers on the Job
• Employee Health Benefits Add Incentive to Keep Working
• Squeezes in Government Pension, Healthcare Plans Extend Boomer Working Lives Internationally
• Employers Fear Boomer “Brain Drain”
• Sense of Purpose, Belonging Continues to Motivate
• Australians, Canadians Value Active Minds, Personal Freedom
• Career, Contribution Valued: It’s Not Just a Job
• Financial Wealth Emblematic, But Just Part of Boomer Work Ethic
• Highest Earners Foreground Control, Dedication to Career
• Figure 5-2: Indices by Selected Boomer Traits for Agreement with Statement: “I Look at the Work I Do as a Career, Not Just a Job,” 2007 (U.S. employed adults age 45-64)
• Earners Below $100K Less Control Oriented; Value Family Time
• For Boomers, Income Correlates with Career Commitment
• Figure 5-3: Indices by Selected Boomer Traits for Agreement with Statement: “I Am a Workaholic,” 2007 (U.S. employed adults age 45-64)
• But “Success” Not Measured In Dollar Signs Alone
• Figure 5-4: Indices by Selected Boomer Traits for Agreement with Statement: “Money is the Best Measure of Success,” 2007 (U.S. employed adults age 45-64)
• Workplace Generation Gap Challenges Boomer Patience
• Experienced Boomers Annoyed by Gen-Y Newbies
• Four Generations Now Butt Heads in Workplace
• Employers Look for Ways to Ease Intergenerational Friction
• Formative Years Key to Understanding Work Attitudes
• Technology: Another Intergenerational Flashpoint
• Boomers See Cell Phones as Tools, Not Toys
• Figure 5-5: Boomer Use of Cell Phones for Personal or Business Purposes, 2007 (percent of U.S. employed adults age 45-64)
• Trends in Internet Usage at Work Imply Better Boomer Boundaries
• In Office Interaction, Boomers Prefer the Human Touch
• Common Goals Lurk Behind Differing Work Styles
• Boomer Loyalty Contrasts with Younger Workers’ Get-Up-and-Go Tendencies
• With Upcoming Desire for Flexibility, Boomers May Take Hint from Younger Workers
• Telecommuting Combines Comfort of Home with Comfort of Paycheck
• Most Will Stay in Current Job Until Retirement, But Dreams of New Enterprises Beckon
• Figure 5-6: Boomer Indices for Selected Work Life Milestones in Last 12 Months, 2007 (percent of U.S. employed adults age 45-64)
• Boomers Fear Layoffs, Forced Retirement
• Loss of Job Can Mean Underfunded Future
• Self-Employment a Viable Option
• Male Boomerpreneurs Outnumber Females, But Gap Closing
• Severance Pay Can Finance New Venture
• Franchises Offer Independence and Structure
• Bright Star Healthcare Combines Compassion with Standardized Operations
• Home-Based Businesses Supplement or Replace 9-to-5 Gigs
• Web-Based Retail: Low on Politics, High on Casual Dress
• Multi-Level Marketing Offers Pre-Designed Program, Manageable Growth
• Gradual Transition to Self-Employment an Increasing Trend
• Especially for Boomer Women, Second-Career Planning is Key
• Boomer Coaches Especially Attuned to Cohort’s Needs
• Volunteering Can Provide Meaningful Work—Even Without the Pay
• Even in Volunteering Boomers Ask “What’s In It For Me?”
• Boomers Want Convenience, Fun, Transformative Experiences
• Stamp Licking a Bore: Engage My Strategic and Administrative Skills
• Online Volunteering Answers Need for Convenience, Recognition
• Even the Brits Have Trouble Recruiting Boomer Volunteers
• Speed Dating to the Rescue!
• Boomers Still Prove an Elusive Target
• Volunteerism Can Lead Boomers to New, Paying Positions
• Table 5-1: Boomers as Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
• Table 5-2: Boomers as Workers: Total Numbers for Boomers Overall vs. Selected Cohorts, 2007 (U.S. employed adults age 45-64)
• Table 5-3: Boomers as Workers: Indices for Selected Cohorts in Relation to Boomer Norms, 2007 (U.S. employed adults age 45-64)
• Table 5-4: Attitudes Related to Work Life: Employed Adults Overall vs. Employed Boomers, 2007 (percent and index of U.S. employed adults)
• Table 5-5: Attitudes Related to Work Life: Indices for Younger vs. Older Employed Boomers, 2007 (U.S. employed adults age 45-64)
• Table 5-6: Attitudes Related to Work Life: Indices for Male vs. Female Employed Boomers, 2007 (U.S. employed adults age 45-64)
• Table 5-7: Attitudes Related to Work Life: Indices for Employed Boomers by Work Situation, 2007 (U.S. employed adults age 45-64)
• Table 5-8: Attitudes Related to Work Life: Indices for Employed Boomers by Individual Employment Income Level, 2007 (U.S. employed adults age 45-64)
• Table 5-9: Attitudes Related to Work Life: Indices for Employed Boomers by Marital Status and Presence of Children in Household, 2007 (U.S. employed adults age 45-64)
• Table 5-10: Attitudes Related to Work Life: Indices for Employed Boomers by Race/Ethnicity, 2007 (U.S. employed adults age 45-64)
• Table 5-11: Work Life Patterns: Percentages of Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
• Table 5-12: Work Life Patterns: Total Numbers for Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
• Table 5-13: Work Life Patterns: Indices for Adults 18-44 vs. Boomer Adults 45-64, 2007 (U.S. employed adults)

Chapter 6: Boomers on the Road

• Boomers Defy Convention in Vehicles and Vacations
• Attachment to Automobiles Unlikely to Wane
• SUVs, Trucks Still Popular Despite Gas Prices
• Ability to Handle Rough Terrain Valued
• SUVs Associated with Active Lifestyles
• Figure 6-1: Indices by Selected Boomer Traits for Agreement with Statement: “An SUV Matches My Active Lifestyle,” 2007 (U.S. adults age 45-64)
• SUVs, Trucks May Need Image Makeover to Hold Boomer Hearts
• Female Boomers Stress Safety; Males Big on What’s Under the Hood
• But Flashy Ride Not as Important as Getting to Destination
• Resurgence of Muscle Cars Fueled by Youthful Yearnings
• Internet Makes Parts, Restoration, Advice Widely Accessible
• Muscle Car Auctions a Growing Trend
• Vintage Perfection Can Outprice Even New Versions of Classic Cars
• Forget Midlife Crisis: Fast Rides Signify New Youth, Not Lost Youth
• Muscle Motorcycles Promise “Bad Boy” Speed, Adrenaline
• New or Vintage, Motorcycles Feed Taste for Open Road
• Median Age of Motorcycle Owners Rises Steadily, to Over-40
• Figure 6-2: Indices for Selected Boomer Traits Favoring Motorcycling “Every Chance I Get,” 2007 (U.S. adults age 45-64)
• Injuries May Accompany Boomer Motorcycle Ownership
• “Idealism Gene” Opens Minds, Pocketbooks to Green Options
• Automotive Pollution Worries Increase with Age Bracket
• Similar Worries by Gender, Marital Status, Income
• Education, Politics, Region Are Clearest Indicators of Green Attitudes
• Figure 6-3: Indices for Selected Boomer Traits Favoring Agreement with Statement: “I Worry About Pollution Caused by Cars,” 2007 (U.S. adults age 45-64)
• Hybrid Owners Skew Wealthy, Democratic, Educated, Active
• Earth-Friendly Doesn’t Have to Be Drab
• Toyota Prius Sparks Boomer Love Affair
• Trucks, SUVs Step Up to Hybrid Plate
• Natural Gas, Diesel Power Make Green Inroads
• Mercedes-Benz Diesel Combines Fuel Efficiency and Luxury
• Boomers Save Energy with Conventional Gas Power Too with Mini Cooper, Honda Element, Et Al
• Honda Element Offers Low Maintenance, High Storage, Great Mileage
• Boomers Seek Meaningful Experiences in Vacation Travel
• Life Stage Influences Travel Choices
• RVs Attract Young Boomers with Kids
• Travel Tends to Increase Post-Retirement
• Creature Comforts Key Even When Roughing It
• Boomers Spend More Than Other Age Groups on Leisure Travel
• Domestic Travel Common Across Boomer Cohort
• Majority Prefer Domestic to Foreign Travel
• Hispanics, Younger Boomers More Open to Foreign Adventures
• Internet Research Facilitates Customized Travel
• Figure 6-4: Indices by Selected Boomer Traits for Agreement with Statement: “I Like Vacations Where Activities Are Organized for Me,” 2007 (U.S. adults age 45-64)
• Diverse Interests United by Desire for Experiential Travel
• Sports, Exercise Getaways Spell Big Fun for Outdoorsy Types
• Figure 6-5: Boomer Percentage of Total Enthusiasts Who Participate “Every Chance Possible” in Selected Sports, 2007 (U.S. adults age 45-64)
• Parents, Kids Share Hiking, Biking, Sports Adventures
• Backroads Vacations Stress Fun, Bonding
• Luxury Family Adventures Play Up Culture, Exercise, Education
• Ecotourism Offers Sustainable Travel and Volunteer Options
• Boomers Big on Voluntourism, As Long As Beds Are Comfy
• Tour Companies Must Stand Behind Green Credentials
• From Cruises to Sports Vacations, Single Boomers Mixing It Up
• Hooking Up Part of the Appeal as Well
• Girlfriend Getaways a Major Trend for Over-45 Cohort
• Shopping, Theater Packages Attract Gal-Pal Travelers
• “Mancations” Let Guys Be Guys
• Travel Helps College Buddies Extend Their Yesterdays
• Fairmont Mancations Offer Packages from Spa Treatments to Race Car Trials
• Table 6-1: Vehicle Ownership and Acquisition: Percentages by Adult Age Bracket, 2007 (U.S. adults)
• Table 6-2: Type and Make of Most Recent Vehicle Acquired: Percentages by Adult Age Bracket, 2007 (U.S. adults)
• Table 6-3: Personal Vehicle Features and Spending Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
• Table 6-4: Attitudes Related to Travel and Transportation: Indices by Adult Age Bracket, 2007 (U.S. adults)
• Table 6-5: Attitudes Related to Travel and Transportation: Indices for Female vs. Male Boomers, 2007 (U.S. adults age 45-64)
• Table 6-6: Attitudes Related to Travel and Transportation: Boomer Indices by Household Income Level, 2007 (U.S. adults age 45-64)
• Table 6-7: Attitudes Related to Travel and Transportation: Boomer Indices by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
• Table 6-8: Attitudes Related to Travel and Transportation: Boomer Indices by Race/Ethnicity, 2007 (U.S. adults age 45-64)
• Table 6-9: Participation in Selected Sports “Every Chance I Get”: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-54)
• Table 6-10: High-Index Boomer Traits for Motorcycling “Every Chance I Get,” 2007 (percent and index of U.S. adults age 45-64)
• Table 6-11: High-Index Boomer Traits for Agreement with Statement: “I Worry About Pollution Caused by Cars,” 2007 (percent and index of U.S. adults age 45-64)
• Table 6-12: Domestic Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
• Table 6-13: Foreign Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
• Table 6-14: Selected Travel-Related Habits: Percentages by Adult Age Bracket, 2007 (U.S. adults)