Economic concerns are the underlying theme of the lifestyle changes made by many of the nation’s Baby Boomers. Since the recession officially ended in 2009, there have been few positive developments regarding the tepid state of U.S. economic growth. With retirement funds ravaged, jobs scarce, and costs for necessities such as transportation and healthcare rising, Boomers have had to make cuts in their entertainment and leisure spending compared with the pre-recession years. At the same time, Boomers are experiencing lifestyle changes and new financial challenges, as many find themselves assisting their grown children by opening up their homes to them and/or providing financial assistance. The finances of Boomers may be further strained among those offering financial and/or residential support to their parents.

Economic concerns are the underlying theme of the lifestyle changes made by many of the nation’s Baby Boomers. Since the recession officially ended in 2009, there have been few positive developments regarding the tepid state of U.S. economic growth. With retirement funds ravaged, jobs scarce, and costs for necessities such as transportation and healthcare rising, Boomers have had to make cuts in their entertainment and leisure spending compared with the pre-recession years. At the same time, Boomers are experiencing lifestyle changes and new financial challenges, as many find themselves assisting their grown children by opening up their homes to them and/or providing financial assistance. The finances of Boomers may be further strained among those offering financial and/or residential support to their parents.

Compared with 2009 when Mintel last published a report on this topic, Lifestyles of Baby Boomers—U.S., October 2009, an increasing volume of marketing efforts appear to be directed toward Boomers. However, Boomers remain underrepresented in most media advertising, given the size and relative wealth of the generation.

This report addresses the following questions about Baby Boomers:

What is the spending power of Baby Boomers? How vital is this important and influential consumer group to brand growth?

How secure are Baby Boomers about their finances and how does this differ by racial or ethnic group?

How have Baby Boomers made economic sacrifices, foregoing the “finer things” to care for other family members suffering through tough economic times?

What is the best approach to marketing to the high percentage of Baby Boomer divorcées?

How do Baby Boomers figure in to America’s workplace?

What are the eating and dietary habits of Baby Boomers, both in the home and in restaurants? How have diet and healthy dining choices gained increased importance—particularly among Baby Boomer women?

What level of trust do Baby Boomers have in the nation’s elected leaders?

How active are Baby Boomers in social organizations and clubs?