We may not be entirely convinced as a society that individuals identify with particular generations or that there can be a discernible ethos or spirit linked to particular decades or birth years; but, the cohort known as the Baby Boomers has become a household name—Boomers, as most of them self-identify.
Social scientists have been tracking Boomers since before they started school and they have made an indelible impact—in numbers at least—wherever they have gone. As children, their numbers pushed school enrollments and new school construction to record levels, and contributed to massive housing construction and the emergence of suburbs. Their unprecedented amount of discretionary income helped to establish a lively youth consumer culture built around music and television and, subsequently, brought this expensive form of consumption to age.
As the children of Boomers leave home, the United States is seeing an impact in the form of shrinking school enrollments and entire cities built around the absence of children and families. By 2050, it is estimated the number of people older than 50 will outnumber the people under 50 in the United States. The aging of America is, at the least, ironic for a society that worships youth. So, beyond numbers, what do we know and what can we meaningfully say about the character of this generation?
The Struggle for Optimism
Boomers are sandwiched between generations in more ways than one. They straddle an era of tradition and institutionalized values and an era of individualism and shifting values. Their caretaking responsibilities straddle between caring for children and caring for their own parents. This “sandwiching” has shaped Boomers in a unique way and is likely to shape the way they age as well.
Boomers universally struggle to remain optimistic as they face the aging process. For some, it is easy. For others, it requires great effort. For most everyone, it is a struggle to remain focused on the present without being pulled down by everyday worries, an aging body, anxieties about the future, and an onslaught of depressing news and information.
Staying optimistic is serious business; it’s a strategy for staying alive. In this diagram, we illustrate what we find to be one of the most fundamental challenges facing the aging Boomer: the struggle for optimism.
In this image, we show the every day effort to focus on the horizontal forward motion, in the face of downward-pulling vertical forces. The affirming statements that offer a lightening or lifting of the spirits (in the balloons) show the integration of intention and action, as well as the fleeting and ephemeral character of these efforts. Although many find they are happier and more positive than they have been for years, they are also firmly aware of the passage of time, the fleeting nature of their pleasures and the gradual losses of friends and family.
Due to the unique situation of raising young children while simultaneously taking care of elder parents, Boomers are re-imagining their lifestyle choices to remain independent and active.
A Culture of Healthier Eating
When looking at Boomers, it is interesting to note every time they enter a new lifestage they bring a lot of their traits to that stage. Boomers leave their mark wherever they go. They are now changing our approach to age and aging and turning their current lifestage—what used to be called “middle age”—into an unprecedented new life chapter. This chapter is comprised, in part, of an increasing interest in health and wellness and a closer attention to food choices. Boomers have evolving tastes and eating habits that match their changing health and wellness needs.
Baby Boomers are paying very close attention to what goes in their bodies. They place a premium on food choices contributing to their health by preventing obesity and illness as well as gaining and maintaining their strength. It is important to take note of what Boomers are saying about their food as they move forward in the world of health and wellness, because it provides valuable insight into their food choices in the future. Chart: Shifting Boomer Trends
Looking Ahead
As they look ahead, Boomers are redefining their lives and seeking out experiences and foods that are worthwhile and meaningful. Keeping an open mind is clearly a key component of staying young; remaining open to trying new foods, new cooking methods and new foreign cuisine is part of this. As time becomes increasingly important, Boomers are more reflective of what they have done in the past and conscious of how to plan for the future. Making careful choices that express values and their aspirations is part of this.
As Boomers continue to be on the lookout for ways to better themselves or improve the quality of their lives, they will have an impact on the health and wellness marketplace like no other group of consumers in history. Their shifting and evolving behaviors and purchase decisions will continue to redefine and reshape the brands, products and services they are most willing to pay for and invest in. They will continue to challenge any of the traditional stereotypes on what it means to grow older.
Laurie Demeritt is president and chief operating officer (COO) of The Hartman Group, a leading consulting and consumer insights firm. The Hartman Group specializes in the analysis and interpretation of consumer lifestyles and how these lifestyles affect the purchase and use of health and wellness products and services. Demeritt can be reached at laurie@hartman-group.com.
For a more extensive analysis on healthy eating trends the Hartman Group will be presenting an informative seminar on the topic April 29, as part of the food and beverage education track at SupplySide East in Secaucus, N.J. Visit SupplySideShow.com/East for more details.
