Baby boomer food

Baby Boomer Food Trends | Gordon Food Service

[[{"fid":"43691","view_mode":"default","fields":{"format":"default","field_file_image_alt_text[und][0][value]":"Boomers Age Infographic","field_file_image_title_text[und][0][value]":"Boomers Age Infographic"},"type":"media","field_deltas":{"1":{"format":"default","field_file_image_alt_text[und][0][value]":"Boomers Age Infographic","field_file_image_title_text[und][0][value]":"Boomers Age Infographic"}},"attributes":{"alt":"Boomers Age Infographic","title":"Boomers Age Infographic","style":"width: 200px; height: 190px; float: right;","class":"media-element file-default","data-delta":"1"},"link_text":false}]]We think we know what baby boomers like to eat. We know that this aging demographic favors more traditional flavors and protein dishes, and while not as innovative as the flavors some of the other generations might crave, that doesn’t mean that boomers should be overlooked. As they begin to look for dishes that suit their health concerns, they’re also looking for restaurant menu items which amp up the dishes they already know and love.

Making up 26 percent of the total U.S. population, and harnessing $2.1 trillion in spending power, this generation is one you can’t afford to miss.

Flavors Baby Boomers Are Craving

Though not typically adventurous eaters, boomers tend to favor traditional beef, pork, and seafood dishes on restaurant foodservice operation menus. But that doesn’t mean that these dishes have to be bland or boring. Amp up the flavor on your menu with these favorites:

Ranch and Caesar dressings. These classic dressings are a can’t-miss opportunity on your menu. Whether using them to top traditional house or Caesar salads, or using them to top a signature house creation, it’s the creamy, familiar flavors that boomers crave. You can even use them to marinade poultry dishes, or make your own homemade version of these dressings to serve on your menu.

Hot sauce, buffalo wing sauce. From macaroni and cheese and bar-style wings, to chicken meatballs and turkey burgers, the possibilities to add hot sauces, or buffalo wing sauces to your menu are endless. Serve up buffalo chicken meatballs with a ranch dressing dipping cup and you’ll not only be offering a bold, flavorful dish, you’ll be marrying two boomer favorites in one.

Herbal, savory seasonings. Seasonings can add a depth of flavor to your dish, whether it’s a traditional meatloaf, salmon, or a plate of warm fries. From rosemary, dill, tarragon, oregano, or any other herb seasoning, adding a savory note to a variety of dishes can create a craveable flavor that boomers love.

Jalapeno, chipotle peppers. Jalapenos and their smoke-dried variation, the chipotle pepper, may owe their rise to popularity with baby boomers due to the love of barbecue - everything from ribs to the addition of barbecue sauces on burgers, sandwiches, and even pizzas. Technomic Inc. found that chipotle alone appeared on menus 82 percent of the time over the course of 2013, with this trend only expected to rise over the next few years.

Tangy Asian flavors. Teriyaki, sesame ginger, sweet and sour, and even spicy Sriracha can be added to a variety of dishes to suit the boomers’ craving for tangy Asian flavors on restaurant foodservice operation menus. From salad dressings to marinades, the ability to add Asian-inspired flavors to your dishes open up a wide world of possibilities.

Boomer Favorite Foods

More than 69 percent of baby boomers say that they would be happy to eat burgers and pizza once every 90 days, according to Technomic, Inc. But their favorite foods are far from constricted to these two, below are the foods they would be happy to order regularly, and the percentage of boomers who would do so:

  • Seafood/Fish - 63%
  • Chinese - 60%
  • Sandwiches (other than burgers) - 60%
  • Mexican - 58%
  • Barbecue - 57%
  • Salads - 56%
  • Beef dishes - 55%
  • Breakfast foods - 55%
  • Chicken dishes (other than fried) - 54%
  • Pasta - 45%
  • Fried Chicken - 41%

While boomers are the traditional meat-and-potato lovers, their tastes are anything but boring. Use a variety of savory herbs and bold spices to amp up the dishes on your menu, and offer an infusion of healthy salads, and you’re sure to create something that boomers will not only love, they’ll crave.

Foods Boomers love that Millennials won’t touch

Peredniankina via Getty Images

Condensed soup 

Homemade soup is a soothing, comforting meal that’s easy to whip up in just a few minutes — which explains why Millennials have stopped stocking their cabinets with this inferior product. You won’t catch young people cooking dinner by adding water to these already flavorless soups.  

Famartin via Wikimedia Commons/CC BY-SA 4.0

They’re more likely to lean toward bone broth from the local butcher, or pho from the trendy Vietnamese place down the street. When it comes to eating soup at home … many still reach for instant ramen, sometimes topped with an egg or some fresh veggies. It’s super cheap, nostalgic, and always hits the spot. 

Vienna sausages 

Can we, as a society, agree to move on from sausage in a can? These creepy cylindrical snacks are filled with sodium, their texture is weird, and they just look gross. What dish involves these that wouldn’t be better off with some other type of meat instead? 

Public Domain via Wikimedia Commons

It’s no wonder that these mystery meat monstrosities are no longer flying off the shelves. We have better options now — like literally anything else. Let’s just pretend they never existed. And to those of you who eat them straight from the can: Who hurt you? 


Ah yes, cheap ground beef mixed with an egg and some basic seasonings, mainly flavored with ketchup. What’s not to hate? Even when you try to spice it up with things like bacon or cheese, it’s still just a brick of generically flavored meat. 

LauriPatterson via Getty Images

Surely that same ground beef would be put to so much better use if it were made into chili, burgers, or tacos! Even the name of this dish is underwhelming. Meat. Loaf. Sounds appetizing, no? No. No, it does not. Millennials, it seems, are inclined to agree.

Breakfast cereal 

Most breakfast cereals are overpriced junk, and there are so many better options out there. It’s hardly a surprise that they’ve waned in popularity with recent generations. Back in the day, a bowl of Frosted Flakes and milk was considered a popular “balanced” breakfast. 

jirkaejc via Getty Images

Health-conscious Millennials, when they opt for breakfast, splurge on some satisfying avocado toast — which is more affordable than people think, especially when it’s prepared at home. The healthy fats in avocados keep you feeling full far longer than a bowl of sugary cereal would. 


Honestly, most Millennials aren’t overly jazzed about most types of cakes, but fruitcake has to be the worst offender when it comes to overly sweet, dense desserts. These edible bricks are usually packed with syrupy, gummy “fruit” bits dyed in bright colors, more reminiscent of soap than actual food. 

NWphotoguy via Getty Images

Also, if you hate fruitcake, I’ve got terrible news for you: It basically lasts forever without spoiling due to its high alcohol content. Some folks have been known to keep “enjoying” the same hunk of fruitcake for YEARS by regularly dousing it in booze. Younger foodies prefer to eat cakes that were baked at least this month. 

Watergate salad 

A bowl of this mint-green goop may have been a welcome sight at potlucks of the past, but these days, you’d raise some eyebrows with this vintage dish. A cloying combo of pistachio pudding, whipped topping, canned pineapple, marshmallows, and nuts makes for a pretty unappealing dessert. 

Mr.Atoz via Wikimedia Commons/CC BY-SA 3.0

Historical rumors say that Richard Nixon soothed his frayed nerves with a big bowl of this glop during the political scandal of the same name, but there’s no actual evidence to prove it (unlike with the scandal itself). Regardless of its historical value, we’ll take a pass on actually consuming the fluffy green stuff. 

Canned vegetables 

Vegetables can be some of the most delicious gifts Mother Nature has to offer, but they get a bad rap — and we think canned veggies are to blame. They take freshly grown produce, drown it in water, and seal it away in a metal can for months. Obviously, it’s never going to taste the same as it once did. 

FotografiaBasica via Getty Images

We get that canned veggies were the perfect solution when resources were scarce, but with modern-day farming techniques and field-to-table programs like CSAs, Millennials see no reason to eat limp, soggy vegetables that taste faintly of aluminum. They’d prefer some freshly picked lettuce, just-harvested beans, or even flash-frozen broccoli, please and thank you.  

Fruit cocktail 

This is just another example of abusing nature’s bounty by soaking it in water (or worse, syrup) just to make it shelf-stable. Crunchy-sweet pears turn into an unrecognizable mush, peaches become slippery and slimy, and don’t even get us started on the “cherries” they sometimes include.

David J via Flickr/CC BY 2.0

Though the fruit cocktail has long been a staple ingredient of so-called “classic” recipes, the younger generation is opting for fresh or frozen alternatives, without the added sugar. For a Millennial, a “fruit cocktail” is probably better defined as a White Claw with a slice of lime in it.    

Cottage cheese

Now, Millennials do love their cheeses. They’ve been known to shell out big bucks on local fruit and cheese platters at brunch, or pick up a spendy wedge of artisanal aged cheddar from the deli counter at Whole Foods to pair with a nice wine and crackers. 

USDA via Flickr/Public Domain

However, when it comes to the watery, lumpy concoction of curds that is cottage cheese — they’re not buying it the way their predecessors did. Maybe they’re still traumatized from being forced to eat it in their childhoods, usually paired with some equally unappetizing fruit cocktail. Whatever the reason, we won’t miss it. 


Margarine was invented to be a lower-cost option when butter was in short supply, and while it’ll do the trick in a pinch, real, creamy butter just can’t be beat. Millennials know even plant-based butters blow this fake, flavorless stuff out of the water.  

Gingagi via Getty Images

It’s also been touted as a healthier option because it contains less saturated fat, but some margarine can contain trans fat, which can lower “good” cholesterol levels. When given the choice between a tub of solidified oil and a tub of butter, we know what we’ll be choosing to top our toast with.   

Canned pasta

Sure, we all loved those über-processed “pasta” concoctions at one point in our lives, but now that we have grown-up taste buds, it’s hard to imagine wasting precious calories on something as mundane as ravioli from a can. 

BWFolsom via Getty Images

Especially when we know how truly delicious a well-prepared Italian dish can be — imagining eating a plate of this mushy, bland slop pretending to be pasta sounds unbearable. Give us a simple pot of spaghetti over this any day. Not even garlic bread can save this travesty of a meal. 

Canned/packaged tuna

Among the bevy of products Millennials are said to have “killed” is the humble can of tuna, a classic staple of sandwiches and casseroles from years past. People claim that they’re too lazy to open a can, or that they don’t even own can openers (presumably they killed those, too).

Marco Verch Professional Photographer and Speaker via Flickr/CC BY 2.0

Though it’s true Millennials aren’t big on canned foods, we’re thinking the more likely reason they avoid tuna is the sky-high mercury content in commercially produced fish. Perhaps it’s the fact that overfishing is depleting our oceans’ ecosystems at an alarming rate? Or maybe — just maybe, canned tuna is gross.  

Processed cheese product

What even is this stuff? It’s supposed to be cheese-like, but they can’t even legally refer to it as such. From the kind that comes in a gelatinous brick to the individually wrapped plasticky slices, the younger generation is abandoning “cheese product” for more delicious (and edible) options.

PeRshGo via Wikimedia Commons/CC BY-SA 3.0

On its own, this mystery loaf is bland at best. Some vintage recipes, unsatisfied with fake cheese being merely unpleasant, combined it with things like chocolate, pineapple, and even peanut-butter-and-pickle sandwiches to make it a truly horrendous nightmare meal.   


Bologna may have one of the catchiest jingles of all time, but that doesn’t make up for the fact that it’s basically the garbage disposal of meats. Take all the bits of meat that you can’t possibly sell on their own, grind them into a paste, form a log, and slice that bad boy up — you’ve got yourself some bologna. 

The_Termayonator via Reddit

Do we even need to explain why Millennials won’t eat this lamentable lunch meat? If it weren’t bad enough on its own, we’ve seen it combined with layers of mayo and spray cheese (offensive in their own right) to make an abomination called Bologna Cake. We’re sorry you had to see this. 


Something about this condiment causes major tension across the generations. Mayo seems to be a main ingredient in nearly every vintage-era recipe we could find, from so-called “salads” to the objectively horrifying Bologna Cake. 

Tom Kelley Archive via Getty Images

The viscous spread is rapidly declining in popularity among younger consumers, and it’s mainly because they consider the texture and contents to be pretty gross. Surprisingly though, “aioli” is on the rise, which those in the know will recognize as nothing more than fancy mayonnaise dressed up with some spices. Just don’t make a cake out of it, we beg you. 

Jell-O salad

Of all the crimes against deliciousness we’ve seen while researching this article, these wobbly towers from the 1950s may just be the absolute worst offenders. Young folks are turned off by this unholy combo of chunks and goo, and it’s faded from modern menus. 

Wandering Magpie via Flickr/CC BY 2.0

Unlike trendy foods like charcoal lemonade or avocado toast, various vegetables and fruits adrift in a wiggly sea of gelatin is not something you’ll see at the hottest new brunch place on the block. They’re staying firmly within the pages of Great Aunt Gladys’ cookbook, thank goodness. Also, just out of curiosity, why do they always have to use GREEN Jell-O?


There’s something to be said for using every part of an animal, but the liver’s entire function is to filter toxins … do you really want to grill one up and eat it? Despite its purpose, it has long been considered a healthy food, filled with nutrients and protein.  

Rodger Bosch via Getty Images

With that being said, even plenty of Baby Boomers grew up detesting the inescapable dish of liver and onions. It may be a healthy choice, but it’s hard to get over the overall “ick” factor. Nowadays, you’ll hardly ever see liver showing up on the dinner tables of Millennials, regardless of how many vitamins it contains.

American cheese slices

Despite its reputation for being plasticky, fake, and floppy, “American-style” cheese slices are still going strong among Baby Boomer shoppers. Why buy something that can’t even call itself cheese? With all the added ingredients, it’s surprising they can even call it food!

Savany via Getty Images

In addition to its status as a Frankenfood, American slices also generate a lot of plastic waste due to being individually wrapped. All the more reason to leave them behind, as an infamous footnote in culinary history.

Ham and Banana Casserole

This horrendous addition to the list of boomer foods is as repulsive as it looks. If your instinct is to gag when you see melted cheese over ham and banana, you’re perfectly human. It really boggles the mind that anyone would think to combine ham and cheese with fruit of all things.


This mid-century atrocity can be found in the McCall’s Casserole Cookbook, which is chock-full of cringeworthy concoctions. Believe it or not, this dish even made its way onto the Food Network in Paula Deen show.


Not only are these some of the most off-putting flavor combinations out there, but they even look like a science experiment gone wrong. They’re intended to be “fancy” dinner party dishes that show off the colorful ingredients inside, but the effect is far from appealing for most modern tastes. 

Peredniankina via Getty Images

They’re essentially meat stock-based jelly packed with “savory” ingredients like mixed vegetables (probably from a can, ick) and chunks of protein like hard-boiled eggs, seafood, or nondescript meats. We’re happy to leave this wobbly mess in the pages of vintage cookbooks forever, thanks.    

Miracle Whip

If regular mayonnaise wasn’t enough to make most Millennials’ skin crawl, Miracle Whip will certainly do the trick. It was invented in 1933 and debuted at the Chicago World’s Fair as a dressing for those weird creamy “salad” dishes that seemed to be so popular back then.

Jamie via Flickr/CC BY-NC 2.0

It has all the goopy texture of mayonnaise with an added “tang” that is supposed to set it apart. It does, in a way that most young folks find overly sweet and just kind of gross. Much like its cousin mayonnaise, Millennials are leaving Miracle Whip on the shelf.   

Frozen dinners

Do you love limp, flavorless food that’s only over- or undercooked? Well then, do we have just the meal for you! TV dinners were once thought to be the “food of the future,” freeing ’50s homemakers from the tedious chore of prepping and cleaning up after dinner each night. 

Twitter via @Super70sSports

We now know that these disappointing dishes served in plastic trays are not only high in sodium and always have one section that’s still cold in the middle, but they’re also lacking in flavor compared to their home-cooked counterparts. Kinda sad, if you ask us.  

National-brand beer

It’s no secret that craft beer has taken the world by storm. Millennials in particular have come to favor a thoughtfully made, artisanal brew over your typical canned lager. National brands, like the BBQ standbys of the older days you’d find in your uncle’s cooler, are the beers of the past.

Dorisall via Wikimedia Commons / CC BY-SA 3.0

We don’t see this trend changing any time soon, as the craft beer boom is far from over. Expect to see more and more microbrews hitting the market as Millennials continue to dictate the whims of the beverage market. Not a bad thing, if you ask us. 


The Golden Arches have not adapted well to the changing times, and it shows. Their prices keep getting higher for the same subpar food, and the younger generation has responded by choosing to eat elsewhere. 

BrokenSphere via Wikimedia Commons/CC BY-SA 3.0

Not only do they have a shocking lack of plant-based choices in this modern time, but the food they do have is disappointing and far from fresh. While Boomers were impressed by the burgers and fries back in the day, it’ll take more than a generic patty and oversalted fries to win the hearts of Millennials.  


Spam was originally created as a wartime food, engineered to keep meat edible by stuffing it with so much salt and preservatives it would basically never go bad. It became super popular after WWII, mainly due to its convenience. 

Ll1324 via Wikimedia Commons/Public Domain

These days, it’s not quite the hit it used to be. Young people are turned off by its ambiguously meaty qualities and the fact that it lasts almost literally forever in a can. Mystery meats, in general, don’t fare well with Millennials … and we can’t blame them.

Artificial sweeteners

When artificial sweeteners were first discovered, they were a big hit. You could have all the sweetness of sugar with none of the negative side effects (i.e., weight gain and tooth decay). That was, of course, until we discovered all the negative side effects.   

blowbackphoto via Getty Images

Artificial sweeteners are basically powdered science projects you can add to your drinks to make them taste sweet … and weird. While still a better option for diabetics than the real deal, fake sweeteners should ideally be limited as much as sugar. Millennials are realizing that a teaspoon of sugar is a far better option than 10 packets of sucralose.    

Blue cheese

Blue cheese is one of those polarizing foods that people either love or detest. Not only is it pretty pungent, but it also has a lovely ribbon of straight-up mold running through it. If this sounds gross to you, you just might be a Millennial. 

USDA via Wikimedia Commons/CC BY 2.0

Its sharp, tangy flavor isn’t many peoples’ cup of tea, even if you can get over its somewhat grody appearance (we can’t). Though it may be the humble hot wing’s best friend, the fact that it’s visibly moldy is turning younger diners toward ranch dressing instead.

Snack cakes

Look in any Boomer’s cupboard and you’re likely to find these old-school indulgences tucked in the corner. Once looked upon as the ultimate treat, packaged snack cakes have fallen out of favor when it comes to Millennials’ dessert choices.  

NV Dave via Wikimedia Commons/Public Domain

It’s easy to see why — these plastic-wrapped sugar bombs are dry, artificial-tasting, and chock-full of mystery ingredients. How exactly does one of these survive for years on end without spoiling? All we know is, we probably don’t want to eat it. Sorry, Little Debbie.

Fish sticks

Granted, this was the only way many kids’ parents could get them to eat fish of any kind as a child, but the whole idea kind of creeps us out now that we’re old enough to know what’s going on. Cheap fish, highly processed and deep-fried, does not sound like an ideal meal.

Griffin24 via Getty Images

Though they were the hot new thing after WWII, we’ve since realized that there are far better ways to enjoy fish, and far better types of fish to enjoy. Cheap remnants of various types of white fish are far from our idea of a delicious seafood dinner.   

Whipped topping

“Let’s take something that’s normally delicious and make it fat-free!” It seems to be a common theme in foods that Millennials just won’t touch. Fake, overly processed foods just aren’t impressing the taste buds of the younger generations, and whipped topping is no exception. 

Doug Waldron via Wikimedia Commons/CC BY-SA 2.0

It’s basically sweetened oil, furiously stirred until it becomes solid, and it’s a poor, chemical-loaded substitute for actual whipped cream. Some of us were even tricked into thinking frozen fat-free whipped topping was a replacement for ice cream as children, and maybe we’re still bitter about it.  

Chain restaurants

One staple of the Boomer diet is the family-style chain restaurant, serving up comfort foods in a friendly, predictable environment — just like grandma used to! Millennials, on the other hand, prefer their home-cooked food to be home-cooked. Who could have known?

Joe_Potato via Getty Images

When they go out to eat, they like to try buzzworthy new trends or the hottest spot in town. In other words, they’re looking for an experience they can’t get at home! Whether it’s clever cocktail mixology or an inspired new dish they’re after, you won’t find them at the local chain diner.    

Baby boomer generation - who are they, what are their features

2.8 (55%) 4 vote[s]

The unceasing conflict between parents and children is provoked by far from a personal phenomenon. This is due to incompatibility in the views of entire generations. Representatives of each of them have their own values ​​and attitudes towards the future, including the upbringing of children. The theory of generations is becoming more and more interesting to marketers who are sure that this information is one of the key ones at the time of searching for the target audience.

Table of contents
1. Who are baby boomers in simple words
2. History
3. Adolescence
4. Key features of baby boomers
5. Social and psychological characteristics
6. Behavior of baby boomers in the market of goods
7. How to sell goods to a baby boomer
8. Retirement contributions
9. How to prepare for retirement
10. Health problems

1. Who are Baby Boomers in simple words

Baby boomers (English "baby boomers") is a term applied by Neil Hower and William Strauss to the generation of people who were born between the 1943 to 1962. This name is due to the fact that in the post-war period there was a sharp jump in the birth rate.

Most of the life of baby boomers took place during the period of developed socialism in the USSR. At the time of growing up, a number of socio-economic conditions had a special influence on the representatives of this generation, one of the main ones was the development of the national economy in the post-war period. It also includes the influence of the Cold War.

Baby boomers saw the first launch of the Earth's satellite, and also witnessed the first manned flight into space. The “psychology of winners” forms the basis of the values ​​of this generation. This is due to the fact that during their maturation, the state set itself global goals, so the employees of each of the areas were ambitious people striving for the best performance in their field.

2. The history of "baby boomers"

Baby boomers appeared immediately after the end of World War II. At that time, almost all over the world there was an increased birth rate. That is why the representatives of that generation began to be called baby boomers. For example, in the United States in the first years after the war, more than 75 million babies were born. At that time, it was about 40% of the total population of the country.

Some historians associate the phenomenon of baby boomers simultaneously with several ongoing processes at that time. After the war and the Great Depression, people were ready to start families, which was necessary for them to start life. Thus, they were confident in the future, as a new era of prosperity and security had begun.

Almost everything happened in this way. For the first 10 years after the war, wages rose continuously. New enterprises were built and developed, which produced a large number of new and inexpensive products. The quantity of goods also grew as people could afford to spend money on the things they needed.

During all this time, young families gradually moved from big cities to smaller ones. This is due not only to economic prosperity, but also to affordable housing in such places, which the military was able to obtain. Thus, a large number of families were created in which the father was the main and breadwinner, and the wife was engaged in raising children and housekeeping.

3. Adolescence of baby boomers

Gradually, among families who moved to suburban settlements, new types of loans began to gain popularity. They were mainly taken for the purchase of televisions, household appliances, cars, as well as other consumer goods. In addition, marketers used special sales techniques aimed at the rising baby boomers.

As the representatives of this generation grew older and approached the age of adolescents, many began to express dissatisfaction with such influence and manipulation in order to impose a culture of consumption, which as a result influenced the emergence of a youth countercultural movement 1960s.

This includes a huge number of children who have grown up and now have to pay huge social security taxes. Also, this money should cover the pensions of grandparents and parents. Millions of people now reach retirement age every year, which also has its economic disadvantages.

Baby boomers are currently the longest living generation. As such, they are at the forefront of what might be called economic longevity. This happens regardless of whether they bring income to the country by working in enterprises or simply consume paid taxes by the younger generation in the form of various forms of social security.

Research shows that Baby Boomers spend approximately $7 trillion on goods and services. Despite the fact that they are beginning to age, economic and corporate power remains 80% in their hands.

4. Key Features of Baby Boomers

There are 3 key points to be aware of when studying the Baby Boomer generation, namely:

  1. Baby Boomers are now reaching retirement age. As a result, a number of problems have to be faced. One of the main ones is the financing of their pension payments.
  2. The Baby Boomer is a member of the huge generation that was formed between the Second World War and the mid-1960s.
  3. Due to the huge number of representatives of this generation and the prosperity of the countries at that time, the baby boomers acquired a great influence of an economic nature.

5. Social and psychological characteristics

The main character traits of baby boomers are responsibility and optimism. In addition, they constantly strive for personal growth and are endowed with a team spirit. Representatives of this generation are focused on building a career, but at the same time, they already in their early years started a family and gave birth to children. This did not prevent them from being workaholics and spending most of their time at work.

In their youth, the Baby Boomers were very determined and active. Even as adults, they did not lose their love for life and remained the same optimists. At the moment, it is the baby boomers who occupy most of the leadership positions in all CIS countries. They run large companies and are also in power.

Despite the fact that most of the baby boomers are already retired, they try to lead a healthy lifestyle, eat healthy food, sometimes go in for sports. This is due to the fact that representatives of this generation like to feel young. They rarely use the novelties of the technological world, but show interest in them.

Baby boomers remember their youth with joy. They told their children a lot about hiking, interesting and active student life, construction teams. In terms of work attitude, these people value productive teamwork, career opportunities, and a bureaucratic organizational culture.

Most baby boomers are workaholics. They also have patience, are quite thrifty, but are characterized by low individualism and egocentrism. If we talk about the most significant professional and social qualities of baby boomers, here we can highlight the readiness to help others, the feeling of professional competence and the need for their country.

6. Behavior of baby boomers in the goods market

For a baby boomer, an offline store is the main place to buy consumer goods. Visits to such points of sale are a necessity for people of this generation. The purpose of the trip is to purchase goods. If a baby boomer needs to buy a particular product, he can go around all the shops that are in the city.

One of the most attractive points of sale for baby boomers is specialty stores. This is due to the fact that these people value expertise and professionalism. They also like to get the most complete information and compare it. Therefore, the baby boomer does not buy the product immediately, unless you compare its cost at other points.

Representatives of this generation are willing to spend time choosing the goods they need. It is very important for them to make the right choice. After the purchase, they prefer to tell their friends and relatives that they were able to find something interesting and original. At the same time, the packaging of the product is not as important as the content.

The only thing the packaging has to match is the Baby Boomer's view of the world. In the process of making a decision, such a buyer will look for features in the product that will make it possible to understand why he needs this particular product. This behavior is typical for a baby boomer throughout almost his entire life.

7. How to sell goods to a baby boomer

Statistically, the majority of baby boomers live in the US (approximately 73 million). For marketers, this group of consumers is the most attractive. This is also due to one of the highest purchasing power of Americans. Marketers should be aware that Baby Boomers value traditional ways of communicating. This will affect the way in which products are offered.

In the process of choosing a product or service, baby boomers think about its rational use. They do not need things that will not be regularly used on the farm. Also, these people are supporters of the idea of ​​respect for all people. This is most pronounced during the civil rights movements. Baby boomers feel the same way about the products they offer.

These people have their own moral code. They are sure that in the process of using any things, it is necessary to pay tribute to their value. It is also worth remembering the flexibility of the mind of this generation. For example, if Generation Z can be reproached with a lack of desire to grow up, then Baby Boomers are ready to change priorities and adapt to current trends.

But despite this, experts believe that conservatism remains a key characteristic of baby boomers. Also, marketers should take into account that this is the first generation that grew up on information from the TV. This suggests that television advertising still influences these people, which cannot be said about later generations.

8. Retirement contributions

Baby boomers don't tend to save money. These people survived several waves of the global crisis, which also affected their retirement savings. Part of the baby boomers preferred investments, mortgages and start-ups during the development of entrepreneurial activity.

But after a few years, people realized that it was too difficult for them to get any benefit from this. The most unfavorable period was observed during the 2008 crisis. As a result, most baby boomers get the last money out of their stash and spend it. One of the common ways out in this case is borrowing secured by personal capital.

Even though real estate prices have risen, most people have not been able to sell their homes to buy cheaper ones, thus capitalizing on the difference in price. Since many people were heavily indebted, they stopped thinking about how to save and concentrated on finding sources of income.

9. How to Prepare for Baby Boomers' Retirement

The most acceptable retirement strategy is, on the one hand, absurd and consists of not retiring as soon as possible. According to experts, it is actually better to retire no earlier than at the age of 66-67. Depending on the physical condition, it is recommended to find a job or stay where it is, if possible, you can also go into counseling or work part-time.

Speaking of US Baby Boomers, they can take advantage of their Social Security benefits. It can be obtained upon reaching the age of 70. By setting aside these funds, retirees can earn up to 130% of their monthly initial stipend. This will make life much easier after retirement.

10. Health problems

Those baby boomers who reached the age of 18 in the 60s or 80s give the impression of being able to remain active into old age. Indeed, most of them are just that and are in excellent shape. Especially when compared with their predecessors at the same age. But, being in this form all the time will not work, since the body is vulnerable.

The most common illnesses among baby boomers are diabetes, hypertension, high cholesterol and obesity. The main causes of death are heart disease and cancer. Speaking of US baby boomers, they often suffer from dementia. According to research by the Institute for the Prevention of Dementia, every 10th man and every 6th woman who has reached the age of fifty-five suffer from dementia.

Approximately 70% of Americans do not have a vital will, such conclusions can be drawn from medical wishes. For example, about whether it is worth using a life support system in case a person cannot formulate his desires in case of health problems. And yet, the situation is not improving. Doctors will have to rely on the initiative of relatives if they are nearby.

Approximately 30% of US citizens over the age of 65 have not yet made a will about how their assets will be distributed upon death. In the future, this may turn out to be a big legal problem for relatives and other claimants to the property of the deceased. A fairly large proportion of Baby Boomers are already 70 years old, so the government must address issues of appropriate health care, as well as figure out who will be responsible for the lives of these people in case they are unable to make responsible decisions due to disability or illness.

Also consider the option of long-term care insurance, as well as alternative payment options for elderly care. This option remains most relevant for younger baby boomers. They will be able to use these services cheaper. Also, do not forget about where the person will be, in the absence of the opportunity to take care of themselves on their own. Here, relatives or specialized services can come to the rescue.


At the moment, baby boomers are the most influential generation from an economic and political point of view. They are run by large companies and hold high political positions. In addition, they have extensive experience in financial areas, as they have survived more than one wave of the global crisis. But, the time of the baby boomers is gradually fading away, soon worthy successors will take their place, whose actions will be under the watchful eye of researchers of new generations.

How baby boomers are changing global markets

Articles / Energy for the cause / How baby boomers are changing global markets

In modern society, speaking about social development, they mean mainly young people, it is in this direction that they invest their efforts and money, organize special programs. This is understandable and common. At the same time, we often forget about older people. But the situation in the world is unique - for the first time in the history of mankind, people "60 and older" are already numerically superior to the young, they want to remain active and healthy - although until recently this age was considered "elderly", "retirement", was considered as a time for rest and tranquility .

What's going on? Living a full and active life thanks to the achievements of medicine and environmental conditions, people of the age of "50+", "60+" change the rules of the game. They are doing what was previously not at all accepted at this age: mastering computer programs, working with the latest technical devices and trying themselves in sports that they had never played before. And they love it all!

Importantly, people at this age have already made a career and have sufficient financial resources that they are ready to invest in their full life, invest in outdoor activities, sports, travel, technical innovations.

The actions of the current representatives of the "50+" show that they do not want to grow old and behave more actively in comparison with previous generations at this age. The result is that the current 50-60-year-olds create completely new requests for products and services, as well as adapt existing fashionable and technological things, originally created for younger ones. Accordingly, they create new markets.

Who are these people? Both in Russia and in the world, these are representatives of the baby boomer generation, who were born during the birth boom after World War II (from 1943 to 1963). In Russia, Ukraine, Kazakhstan, baby boomers were formed under the influence of such events as victory in the war, Yuri Gagarin's flight into space, the active development of the country - cities, factories, large construction projects, victory in sports competitions - that is, positive events, as well as under the impact of family upbringing. Now both in Russia and all over the world, representatives of this generation are widely involved both in government and in business: they occupy weighty and influential positions in society.

I want to illustrate the changes in the world and Russian markets under the influence of the baby boomer generation. Let's analyze what unique characteristics and values ​​of this generation affect products, services, economy, markets and life in general


This has never happened in the history of mankind: a whole generation does not want hear that they are "older", and even more so "old". At the same time, baby boomers do not want to be "young" either - young. They prefer to live at their age - with accumulated experience and wisdom, while remaining young at heart and soul.

It is no coincidence that in their recommendations for journalists of the British newspaper The Guarduian, David Marsh and Nikki Marshal note: - Be careful when using the word "old", "older pensioners". These words should never be used when you are describing someone under the age of 70.” (D.Marsh, N.Marshall "Tne Guardian Stylebook", 2007).

In Russia, when men and women are issued a pension certificate at 55 and 60 years old, they write the reason for retirement as “old age”, not taking into account that this phrase contradicts one of the key values ​​of the baby boomer generation – love of life and activity.

Today in Russia there is an acute issue of communicative changes when addressing the representatives of this generation: the search for suitable words, the creation of new texts for the public space (clinics, social services, the city, etc. ).


Baby Boomers want to look fit and fit and feel the same way. Their goal is to radiate health with all their appearance and receive emotions confirming this. How might this affect the markets for products and services? Let's consider several options.

Firstly, the representatives of this generation want to massively try out new sports that were previously considered sports “for young people”, such as diving, rafting, kayaking, etc.

Secondly, many of them regularly go to fitness halls and keep in good shape. Moreover, instead of the previously customary physical therapy, they prefer yoga, Pilates, tai chi, belly dance ... For the market, this implies a huge number of new requests: personal trainers, instructors who can work with this age audience, adapting programs to the physiological and psychological characteristics of the baby. boomers, while treating them as active people. This also creates a demand for sportswear for different sports, adapted to the age category.

Thirdly, the demand for a variety of healthy, dietary (salt-free, low in fat, sugar, etc.) and at the same time tasty food is activated. Doctors recommend that baby boomers pay attention to nutrition, so there is a request from their side - everything is in order. And what does the market offer in response? In supermarkets, of course, there is a choice of healthy foods, but they are either expensive or do not meet the dietary restrictions that baby boomers adhere to. For example, in the range of dairy products, there is an insufficient selection of products without added sugar. This is a huge potential market for goods.


Many baby boomers in Russia have received technical education. As in “Poems about Mom” by S. Mikhalkov - “And Tolya and Vera both mothers are engineers.” This means that representatives of this generation understand the technical principles and know how to handle the equipment. Moreover, already in adulthood, many of them gained experience with computers and gadgets. Moreover, baby boomers like modern, and even better "just released" technical devices.

This love for new and trendy technologies is not accidental. To be young means to be fashionable, to be in the know, to know the trends, to understand the latest. It turns out that having (even not always using!) technical innovations and fashionable devices, baby boomers feel young, strong, energetic.

How does this affect the markets for goods and services? From the point of view of goods, there is a demand for fashionable and stylish devices adapted to the tactile, physical characteristics of people of mature age and to their psychological preferences. This is not about emphatically simple "devices for the elderly" With one button that will remind baby boomers of their age - these should be interesting, beautiful, high-status solutions.

From the point of view of service, it is necessary to create many opportunities that allow you to master new devices and directions - public use programs designed for everyday life in a city or region. Baby boomers value consistency and the opportunity to regularly and qualitatively improve their skills in this area. Interestingly, they prefer to come to these courses not one by one, but in groups, gathering entire teams from their acquaintances.

Accordingly, in the near future cities and enterprises need to create a huge number of new courses adapted to the needs of baby boomers - to help them integrate into the world around them. Such training will require specialists who will help to master this entire huge tech world. By the way, such specialists can be very young guys - students - practically "Komsomol members" in the understanding of baby boomers.


In 2012, HBO, which made the film and TV series Sex and the City, announced its decision to make a film based on a book describing the life of 60-70-year-old people in New York - how people of this age communicate, fall in love , make friends, spend time in the city. It shows the full life of this generation, in particular, their desire to please the opposite sex, to please themselves - what is called "mature sexuality. "

To please yourself, and even more so the other sex in the clothes that are now produced for people "60+" and "70+" in Russia, to put it mildly, is difficult. She is not only sexy, but often just not attractive - in terms of models, styles, colors. There are also doubts as to how these clothes are adapted to age-related physiological changes. And the generation demands beautiful, comfortable clothes in order to look worthy on dates with their husbands and wives, at meetings with friends, on walks with children. So a huge market could form before our very eyes - for fashion and shoe designers, fabric makers, tailors, salespeople who know how to work with baby boomers. And it needs experts!


Baby Boomers are proud of their youth: Komsomol - with construction teams, hikes, KVNs, as well as the 90s - when they felt a surge of energy, were active in business. Now, in the 21st century, they want to talk about it, share their experience, act as mentors for young people. At different levels - in companies and organizations where they worked, at the level of the city and region. They're ready. The question is, are companies and organizations ready to include baby boomers in their work? But even when they are retired, they can work as volunteers and collect the history of enterprises, lead excursions to historical places that they know firsthand, and teach young people.

Summing up the emergence and development of new markets for baby boomers, it should be noted that there are more and more requests for products and services for this generation. And it is better to prepare for them now. Here are just a few suggestions:

Baby boomers do not look at what is happening in the short term, they are focused on long-term strategies, because they want to live long and active. They know how to plan and see the situation strategically. Therefore, when developing and launching new products and services, attract baby boomers, they will become your translators into the language of their generation.
When creating new markets for baby boomers, talk to them about the future, describe life scenarios - where they are active, where they have no age - I.e. they don't age. Keep their "mature YOUTH".

Invest in reputation and style. Baby boomers value both. Keep in mind that they will vote with money and attitude, and at the same time they will influence the decisions of their children and grandchildren in choosing products and services.

And most importantly, we are talking about the largest paradigm shift - how people at the age of "50+", "60+" live. Yes, now the baby boomers are creating new rules for themselves. But to live in these new conditions is not only for them, but also for the next generations, that is, for you and me.

Author: Evgenia Shamis
The collection “All the pluses of mature age”, issue 2, the collection is based on the materials of the II International Forum-Exhibition “50 PLUS. All the advantages of adulthood” and the 1st International Conference on Senior Marketing, held at the end of 2012 in Moscow.

Learn more