Some Boomers are still hitting the road
(Jack). Others prefer the green green grass
of home. From social lives to holiday plans,
they’re taking very different paths through
later life. This section doesn’t just show
what Boomers are up to, it reveals their
hearts and minds too.
Boomers are more likely to be
at home with a hot drink
than out making new
friends at salsa
classes and on
cruise ships.
they normally do
In general, this generation prefers the quiet
life, with a bit of variation between some of
our audience segments, due to confidence,
lifestyle and resources. But one segment in
particular is still out exploring today’s
strange new world…
When it comes to ageing, Boomers are
split. Some see it as the chance to live
a little (or a lot). Others are bracing
themselves for an uncertain future.
It’s often down to what’s in the bank,
and how steady the nerves are.
60%
of Affluent
Adventurers
embrace ageing
42%
on average
for all Boomers
spontaneous
Spontaneity isn’t off the table,
but it’s reserved for the
confident few. The rest prefer
to know where they’re going,
when they need to leave the
house, and what’s on the
menu when they get there.
