A Boomer State Of Mind

A Baby Boomer's state of mind includes, “I am youth-oriented, physically active and have a can-do spirit.” We should thank the culture of the 1960's and 1970's, Jane Fonda's aerobics and Bruce Jenner's fitness influences on making dreams come true. Fast forward today and we see pharmaceutical companies enhancing youth, automotive firms recapturing youth and anti-aging crèmes and lotions promising youth. And when Baby Boomers become empty nesters, there is more time and money available to capture their youth again.

It's a known fact that socially connected people live longer. It isn't a leap of faith to say Facebook, email, web sites and mobile connectivity are keeping Boomers and seniors youthful and socially engaged with family, friends and colleagues. I would argue today's influence on Boomer’s seeking youth is technology.

I am writing this article on the plane and around me are Boomers and seniors with iPads, Kindles and smartphones. They are reading books, playing games and writing documents. There is an ease of use with technology today and a certain amount of "cool factor" that is inherent. How many times have you heard this year, “I can’t believe my mother or grandfather has a Facebook page!”



Where are Boomers spending their time and money online? Social media, hobby sites, health sites, travel sites, gift sites. Web sites that have an authentic voice to engage their audience with life transition issues like aging, health, caregiving, menopause, divorce, aging parents, offering humor, information and understanding. There are also sites for the fun part of aging -- travel, auto, wealth management, gardening, fishing, golfing and crafts. Baby Boomers are flocking to rich content web sites for information and connection.

Baby Boomers are buying “cool and youth” with technology:

  • 71% of Boomers go online every day. (Pew Internet)
  • 66% of Boomers send text messages. (Deloitte)
  • Boomers dominate 94% or 1,023 out of 1,083 consumer packaged goods categories. (Nielsen)
  • Boomers spend more money each month on technology than Gen X or Gen Y – an average of $650 per month. (Forrester Research)

When Baby Boomers aren’t online, they are attending concerts and going on vacation to capture their youth. Did you know 60-year-old Bruce Springsteen’s 2010 Tour brought in more revenue than Justin Bieber's and that Baby Boomers purchase 80% of luxury vacations? Whether Boomers are recapturing their youth online or off, one thing is for sure, momentum and investment are building in all categories with their can-do spirit.

2 comments about "A Boomer State Of Mind".
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  1. Matt Thornhill from Boomer Project, November 21, 2011 at 10:07 a.m.

    Thanks for pulling the Springsteen factoid off of our website (, but you misquoted it slightly -- and kind of miss the point.

    First, Springsteen's 2009 tour pulled in more money than the tours of Coldplay and the Jonas Brothers combined!

    Second, the point isn't that Boomers are out trying to "capture their youth." The point is that "old" isn't the same as dead. Old is cool.

    Boomers may be older, but they still have money and spend money.

    Other than that, nice piece. Keep up the good work.

  2. Maruchi Santana from Parham Santana, November 28, 2011 at 11:23 a.m.

    Thank you for sharing! Love your positive "can-do spirit" description of Boomersas well as your insights of how empty nesters "need to capture their youth again."

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