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

Far from dwindling into the mists of irrelevance, Baby Boomers are the largest demographic segment today and their influence shows no sign of waning. Born between 1946 and 1964, Boomers account for one-third of the U.S. population, spend about $2 trillion annually, and generally expect to stay in the workforce far past the age of 65. As the leading edge of the cohort move into what once was assumed to be retirement age, they continue to change traditional ideas about age, work and leisure activities, stubbornly maintaining their hold on youthfulness if not precisely “youth,” and in turn influencing the attitudes and expectations of the generations in their wake. People age 45-64 will soon become the fastest-growing segment of the U.S. population, as Census Bureau estimates project their numbers will swell from 77 million in 2006 to upwards of 82 million by 2030. Yet despite these huge numbers, marketers traditionally have lumped the “Me Generation” into one great mass, often assuming that just because they can (mostly) remember the ‘60s, Boomers represent a relatively homogenous cohort, essentially a generation of ex-hippies longing to return to the days of tie-dye and patchouli.

In this report Packaged Facts dispels common misconceptions about the Baby Boomer generation, examining the surprising diversity of the cohort across demographic segments. Drawing on uniquely cross-tabulated Simmons Market Research Bureau survey data from Fall 2007, along with government and private sector data sources, this report examines common attitudes and motivations linking the cohort, particularly their devotion to hard work and youthfulness. At the same time it delineates how cultural and financial divides inform the diverse ways in which Boomer segments respond to those commonalities. Unlike previous reports, this update foregrounds broad realms of Boomer experience rather than discrete retail channels, and analyzes how marketers across industries have responded to the multiplicity of values and purchasing behaviors within those experiential categories. The report gives special attention to growing environmental or green concerns among the cohort and their use of Internet research and networking services to pursue their goals, while also setting the discussion in an international context.

An overview of Boomer attitudes and spending trends introduces the following lifestyle chapters:

  • Demographics and Lifestyles. Segmentation by age bracket, marital status, ethnicity, gender, politics, education and employment income. Analysis of financial and cultural divide between leading edge Boomers (age 55-64) and younger cohort boomers (age 45-54), with emphasis on attitudes about Social Security and retirement.
  • Health and Anti-aging. From skin-plumping therapies to nutraceuticals, an exploration of current and developing technologies to combat the aging process. Parallel analysis of widespread health concerns and conditions that tend to contradict generalizations that Boomers are the healthiest generation ever.
  • Boomers at Home. Life stage, physical limitations, and career interests inform Boomers’ desire to “age in place.” Finances and family obligations, including boomerang children and elder care, suggest a shift to greater long-term practicality, but without sacrifice of style. Green construction and universal design gain appeal.
  • Boomers at Work. Most Boomers plan to work past traditional retirement age, not only because they need the money or the health insurance, but because they enjoy being challenged and engaged. Many will shift into part-time work or begin entirely new careers or entrepreneurial ventures. Few imagine that Social Security benefits will outlive them.
  • Boomers on the Road. Practicality, comfort, and eco-friendliness drive Boomer vehicle purchase, though style and luxury maintain a strong hold. Muscle cars and motorcycles tempt the young at heart. Customizable vacations slake thirst for experience, learning, adventure. Multigenerational and single-gender options expand.


Chapter 1: Executive Summary

  • 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)

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