Baby boomers are as likely as younger generations to prioritise community engagement or use social media (prolifically) to stay in touch with friends and family. However, they’re also encountering challenges, such as negotiating responsibilities as a grandparent, or reimagining their romantic relationships to suit their current life stage.

As boomers reach retirement age, many remain professionally active, either continuing to work or starting side businesses, whether for personal fulfilment or additional income. Brands can support this cohort’s professional ambitions by offering flexibility, empathy and upskilling (particularly with regards new technologies). 

While boomers are likely “the richest generation that has ever lived” in the US and Western Europe (Allianz, 2024), their wealth is unevenly distributed, with many having modest assets. Some well-off boomers are spending cautiously for fear of outliving their savings or short-changing their heirs, while others are eroding their funds to support adult children and grandkids.

To remain sharp and vibrant, many baby boomers are ramping up their fitness regimens and taking a more holistic approach to their overall wellness. Meanwhile, increasing rates of dementia have spun brain health into sharp focus, galvanising boomers (and younger cohorts) to safeguard their cognitive wellness.

Globally, 56% of people aged 60-plus say they feel good both physically and mentally, likely helped along by their varied and stimulating leisure pursuits (Ipsos, 2024). From joyful social gatherings at local bathhouses to heart-pounding roller coaster rides, boomers are indulging in happiness-inducing experiences that elevate their quality of life and ignite their passion for adventure in their golden years.