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  • What does it mean to be a Boomer in 2016?
  • What does it mean to be a Boomer in 2016?
    BMW Guggenheim Lab, Creative Commons (2013) ©

A Generational Snapshot of Boomers

How are Boomer women breaking down beauty ideals? What makes this group such dedicated grandparents? And what are their plans for retirement? This Generational Snapshot uses statistics and case studies from the US and UK to explore how Boomers are approaching later life in 2016.

Location North America / Northern Europe

Age is just one of the ways we can categorise people. Attitudes are equally – and often more so – shaped by a dynamic range of factors, with where you’re from, how wealthy you are and basic human nature all playing a role. But generations are as relevant as ever. We define a generation as a group of people passing through life stages at the same point in time, whose attitudes and ideals have been shaped by a similar set of historical events. How did growing up in front of the TV affect their perception of the Joneses? How ...



  • Article image Who’s looking after the kids?

    While over 70% of American women with kids are now part of the labour force, rising childcare costs mean that paying for nursery isn’t always an option. In the first of a two-part report, we look at why there’s a childcare crisis, and how governments and alternative carers are helping out.

  • Article image OWCH: retiring to the city with your #squad

    Loneliness is a growing problem among the elderly – so wouldn’t living with friends make old age more enjoyable? OWCH – the Older Women’s Co-Housing group – is the first female-only scheme for over-50s in the UK, aiming to provide companionship and support for girls in their golden years.

  • Article image BareMinerals Skinsorials: making natural skin care ageless

    What makes you feel beautiful? That’s what BareMinerals is asking customers for the launch of its new skin care line, Skinsorials. While most of the beauty industry continues to rely on anti-ageing slogans, the brand has won fans by promising healthy, revitalised skin regardless of age.

  • Article image How the role of grandma and grandpa is changing in the US

    Today’s Boomer grandparents have a historically unique role in families and as consumers. Lori Bitter presents findings from her new book, The Grandparent Economy, that reveal how they’re changing spending patterns, adapting to new tech, and sparking a return to multi-generational households.

  • Article image Why are Boomers going on a gap year?

    The post-uni backpacking trip is a rite of passage for many young adults – a chance to explore distant lands and make new friends. But as students struggle to balance their wanderlust with rising tuition fees, something strange has happened on the traveller trail; it’s now filled with Boomers.

  • Article image Why do Boomers work out?

    Boomers are shying away from the gym, with more than half avoiding regular exercise. With obesity and diabetes rates on the rise, older people are more health conscious than ever. How can the right mix of motivation and rewards tap into this lucrative demographic's desire to keep fit?

  • Article image Why are more people retiring to the city?

    “I would rather live in a cupboard in Soho than in a mansion in Surrey,” says 50-year-old Vishnia. Urban retirees are embracing life after work as a chance to learn and explore. And owning 80% of the UK's net personal wealth, they can afford to. But what’s driving them to the city?

  • Article image Why beauty for Boomers isn’t about anti-ageing

    Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?