When it comes to generational marketing, few things matter more than understanding your audience, and that starts with getting a real handle on Baby Boomers characteristics.
This generation shaped modern consumer culture. They fueled the rise of suburban life, watched the first TV ads, and helped build some of today’s biggest brands. And even now, they’re still spending big, making major financial decisions, and influencing the people around them—especially in multigenerational households.
So if you’re a marketer, ignoring them is a big mistake.
Knowing what makes Baby Boomers tick—their values, preferences, and habits—can help you create messages that feel relevant and trustworthy. It’s not about throwing nostalgia at them or assuming they’re all the same. It’s about speaking to who they are today, and why they still matter.
Want to understand other generations, too? Check out our articles on:
Who Are Baby Boomers?
Before we get into specific Baby Boomers characteristics, it helps to understand who they are and what shaped them. This generation didn’t just grow up in a unique time—they created a lot of what we now think of as modern life.
Baby Boomers Age Range
Baby Boomers were born between 1946 and 1964, making them 60 to 78 years old in 2025.
They grew up in the decades after World War II, during a period of major growth and change. It was a time of booming economies, suburban expansion, and huge cultural moments—from the Civil Rights Movement and Vietnam War to the moon landing and the rise of rock ‘n’ roll.
These events left a lasting mark on how this generation sees the world—and how they make decisions as consumers.
Size and Economic Power
For decades, Baby Boomers were the largest generation in the U.S., and even now, they remain a major force. In fact, they still control over 53% of the country’s wealth (Federal Reserve, 2025).
That financial influence shows up everywhere—from the cars they drive to the vacations they take and the gifts they buy for their families. They also spend more than younger generations in key areas like healthcare, home improvement, travel, and financial services.
In short, this is a group with serious buying power—and they’re still using it.
Baby Boomers Statistics
Here’s a quick overview of the most important Baby Boomers statistics you should know about.
Baby Boomers Population
Data source: Population Reference Bureau
Total Births During Baby Boom (1946–1964):
76 million babies were born in the United States during this 19-year period.
Survivors as of 2025:
About 70 million of the original Baby Boomers are still alive.
Including Immigration:
When immigration is factored in, the estimated number of Baby Boomers grows to 76.4 million.
(Immigration surged after the Immigration Act of 1965.)
Share of U.S. Population:
Baby Boomers make up nearly one-quarter of the total U.S. population.
Projected Baby Boomer Population in 2029:
Estimated to be 61.3 million when the youngest Boomers turn 65.
Projected Baby Boomer Population in 2031:
Expected to decline to 58.2 million by the time the youngest Boomers reach full retirement age (67).
Impact on U.S. Age Demographics:
By 2029, about 71.4 million Americans will be age 65 or older, meaning seniors will make up roughly 20% of the U.S. population (up from almost 14% in 2012).
Wealth & Spending Power
- Wealth Ownership: Baby Boomers hold about 51.8% of the U.S. wealth, totaling $78.55 trillion. (Michigan Journal of Economics, 2025)
- Spending Habits: They are expected to continue outspending Millennials over the next decade.
Technology Usage
- Smartphone Ownership: Approximately 80% of Baby Boomers own a smartphone. (Keevee, 2025)
- Daily Screen Time: On average, they spend 3 hours and 31 minutes on their phones daily. (Keevee, 2025)
Employment & Retirement
- Workforce Participation: Nearly 50% of Baby Boomers plan to continue working in 2025, with only 10% fully retired. (Investopedia, 2025)
- Retirement Trends: Approximately 10,000 Baby Boomers reach retirement age each day. (Investopedia, 2025)
Lifestyle & Interests
- Event Attendance: Almost a third of Baby Boomers in the U.S. and U.K. plan to attend the same amount or more events in 2025 compared to 2024. (GWI, 2025)
- Media Consumption: They are a key demographic for sports subscriptions and prefer live events over livestreams.
A Quick Timeline of Baby Boomers’ History
To really understand Baby Boomers characteristics, it helps to see the big picture of where they’ve been. This generation has lived through massive social, economic, and technological changes—and those experiences shaped how they think, spend, and live today.
1946–1964: The Baby Boom Begins
Right after World War II, birth rates skyrocketed in the U.S. This 19-year stretch became known as the “baby boom,” giving the generation its name. It was a time of renewed optimism and a growing middle class.
1950s–1960s: Suburbs, Space, and Social Change
Boomers grew up during the golden age of suburbia. Families moved into newly built neighborhoods, television became a fixture in every home, and the space race captured imaginations. At the same time, they witnessed major shifts like the Civil Rights Movement and growing calls for equality.
1970s–1980s: Careers and Consumer Culture
As young adults, Boomers entered the workforce and helped drive a huge wave of economic growth. They embraced consumerism, built careers, bought homes, and shaped pop culture.
Many of the brands that dominate today gained traction during this time.
2000s–Today: Retirement and Reinvention
Now in their 60s and 70s, many Boomers are retiring—or redefining what retirement means. Some are traveling, some are consulting, and many are helping their children and grandchildren financially.
Even in their later years, their financial influence remains strong, and they continue to impact the economy in a big way.
Baby Boomers: Key Values and Beliefs
One of the most important parts of understanding Baby Boomers characteristics is knowing what they truly value. These core beliefs have stayed with them throughout their lives—and they shape how they shop, make decisions, and interact with brands today.
Loyalty to Brands and Relationships
Boomers grew up in a time when long-term loyalty was the norm—whether it was to a company, a community, or a favorite brand.
If a product or service delivers consistently, they’ll stick with it.
That loyalty also extends to relationships. They value customer service, personal attention, and a sense of mutual respect.
Hard Work and Personal Responsibility
This generation was raised with a strong sense of discipline and self-reliance. They believe that success comes from putting in the effort, following through, and taking ownership of your choices.
Brands that promote those same values—like reliability, consistency, and accountability—tend to earn their trust.
Independence and Self-Sufficiency
Boomers don’t want to be told what to do. They like to make informed decisions and figure things out for themselves. Marketing strategies that respects their intelligence and gives them tools to explore—like product guides or detailed reviews—goes a long way with this group.
Optimism About Progress and Innovation
Even with all the ups and downs they’ve lived through, Baby Boomers still carry a sense of optimism. They were raised to believe in improvement—whether that’s building a better life, embracing new technology, or leaving a legacy.
They’re not afraid of change, as long as it’s useful and makes sense.
Baby Boomers Core Personality Traits
When you break down Baby Boomers characteristics, it’s clear they’re shaped by a mix of practicality, independence, and a healthy dose of skepticism. These personality traits influence everything from how they shop to how they interact with brands.
Practicality
Boomers are very grounded when it comes to making decisions. They don’t get swept away by trends or hype—they want products and services that are useful, reliable, and worth the money. Practicality wins over flash every time.
Skepticism Toward Marketing Gimmicks
They’ve been through decades of advertising—and they’ve seen it all. That’s why Boomers are naturally skeptical of anything that feels too good to be true.
Over-the-top promises, vague messaging, or gimmicky marketing usually backfires with this group. They want clear facts and real value, not hype.
Desire for Respect in How They Are Addressed
One thing Boomers won’t tolerate?
Being talked down to.
They expect brands to respect their intelligence and life experience. Messaging that’s condescending, overly simplified, or tries too hard to sound “young” will turn them off fast. Speaking to them as equals builds trust.
Adaptability to Useful Technology
While they didn’t grow up with smartphones or social media, Boomers have proven they’re more adaptable than many give them credit for.
Think online banking, telehealth services, or travel apps—if it makes life better, they’re all in.
Baby Boomers Lifestyle and Habits
When we talk about Baby Boomers characteristics, it’s not just about what they believe—it’s also about how they live day to day. Their habits around tech, media, and shopping say a lot about what matters to them, and understanding these patterns can make a big difference for marketers.
Tech Use: Smartphones, Email, Facebook, YouTube
Despite what some might think, Baby Boomers are very comfortable with technology. Most own smartphones, use email regularly, and spend time on platforms like Facebook and YouTube.
They use tech to stay connected with family, follow news, watch videos, and even shop online. They may not jump on every new app, but when the technology is useful, they absolutely make it part of their routine.
Media Habits: A Blend of TV and Digital Content
Boomers grew up with television—and they still watch a lot of it. But they’ve also added digital habits to the mix.
Many read online news, stream shows and movies, and listen to podcasts.
Their media diet blends traditional and digital, which means they’re reachable across multiple channels, not just one.
Shopping Habits: Research and Loyalty Matter
When it comes to shopping, Baby Boomers are careful and thorough. They like to research before making a purchase, often reading reviews and comparing options.
They’re also highly brand-loyal.
If they find a company that delivers good quality and customer service, they’ll stick with it for years. That loyalty can be incredibly valuable for businesses that know how to earn it.
Baby Boomers Interests and Hobbies
Baby Boomers interests and hobbies give you a lot of clues about what drives them. Even as they move into their 60s and 70s, Boomers are staying active, involved, and focused on living well.
Travel and Exploration
Many Baby Boomers see travel as a top priority.
With more free time and disposable income, they’re booking cruises, international trips, and road trips across the country. They are visiting family, exploring new places, trying new experiences, and checking destinations off their bucket lists.
Health, Fitness, and Wellness Activities
Staying healthy is a big deal for this generation. From fitness classes and walking groups to meditation apps and wellness retreats, Boomers are investing in their physical and mental health. They’re motivated by a desire to stay independent, active, and enjoy life for as long as possible.
Family Involvement (Especially Grandchildren)
Baby Boomers spend a lot of time with their children and, even more so, their grandchildren.
Whether it’s helping with childcare, attending school events, or planning family vacations, Boomers are heavily involved in their family’s day-to-day lives—and they often make purchasing decisions with family needs in mind.
Financial Planning and Legacy Building
As they move closer to or into retirement, Boomers are focused on financial security—not just for themselves, but for the generations that come after them.
Estate planning, charitable giving, and setting up support for children and grandchildren are major priorities. They want to leave a positive legacy, both financially and personally.
Common Misconceptions About Baby Boomers
A lot of marketers get tripped up because they rely on outdated ideas about Baby Boomers. If you want a true picture of Baby Boomers characteristics, it’s important to clear up a few myths that just aren’t true anymore.
Not All Are Tech-Averse
The idea that Boomers don’t use technology is way off. Most own smartphones, use social media (especially Facebook), and shop online regularly.
They might not be first in line for the newest app, but they’re far from tech-illiterate. They simply expect technology to be useful, not trendy for the sake of it.
Not All Are Retired
It’s easy to assume every Baby Boomer is kicking back in retirement, but that’s not the case. Many are still working full-time, running businesses, or consulting. Some choose to keep working because they enjoy it, while others stay active for financial reasons.
Either way, they’re a big part of today’s workforce.
Stay Engaged With News, Social Issues, and Trends
Boomers aren’t out of touch—they just engage differently. They read the news, stay up-to-date with current events, and often have strong opinions about social and political issues.
They just tend to prefer more traditional sources like news websites, television, or reputable publications over TikTok or viral trends.
Will Embrace Innovation
Baby Boomers aren’t afraid of innovation—they just want it to make sense. If new technology clearly improves their lives, they’ll adopt it without hesitation.
Smart home devices, telehealth services, and online banking are just a few examples where Boomers have jumped on board, as long as the setup and usage are straightforward.
Marketing to Baby Boomers: What Works
Once you understand them, marketing to Baby Boomers gets a lot easier. The key is to focus on what they value most: honesty, practicality, and respect.
Boomers appreciate clear, straightforward messaging—no slang, no gimmicks.
They want brands that emphasize quality, reliability, and trustworthiness, not flashy trends. Storytelling also works well, especially when it touches on meaningful themes like family, community, and security.
Finally, great customer service matters. Boomers expect easy access to real support, whether that’s a live agent or a no-hassle return policy. Treat them with respect and deliver real value, and they’ll reward you with loyalty.
If you’re looking to learn how to market to other generations, check out our articles on:
Baby Boomers vs Other Generations
To fully grasp Baby Boomers characteristics, it helps to see how they differ from other generations. Each group has its own habits, values, and expectations—and those differences matter when you’re trying to connect with them.
Baby Boomers vs Gen X
When it comes to Baby Boomers vs Gen X, one of the biggest differences is loyalty.
Baby Boomers are famously loyal to brands they trust and stick with over time. Gen X, however, approaches brands with a healthy dose of skepticism. They’re more likely to question, compare, and switch if something better or more innovative comes along.
Baby Boomers vs Millennials
Looking at Baby Boomers vs Millennials, the contrast is all about priorities. Baby Boomers tend to focus on stability—owning homes, saving for retirement, and building long-term security.
Millennials, meanwhile, often prioritize experiences over possessions, investing in travel, personal growth, and flexible lifestyles instead.
Baby Boomers vs Gen Z
The comparison between Baby Boomers vs Gen Z shows a clear shift in tech habits.
Baby Boomers are digital adopters—they’ve embraced technology later in life when it serves a practical purpose. Gen Z, by contrast, are true digital natives, having grown up online with smartphones, social media, and instant access to everything.
Fun Facts About Baby Boomers
Beyond the stats and habits, Baby Boomers have had a pretty fascinating impact on the world. Here are a few fun facts that show just how much this generation has shaped modern life:
They Were the First “TV Generation.”
Baby Boomers were the first kids to grow up with televisions in their homes. Saturday morning cartoons, sitcoms, and televised news became a huge part of their childhood and shaped the way they consumed media.
They’ve Seen More Technological Change Than Any Generation Before.
From rotary phones and typewriters to smartphones and AI, Boomers have lived through an incredible wave of innovation—and many have adapted right along with it.
They Popularized Suburbia.
The post-WWII housing boom gave rise to the modern suburb, and Baby Boomers were the first generation to grow up en masse in these new suburban neighborhoods.
They’re Major Consumers of Online Shopping.
While Millennials often get the credit for loving online shopping, Baby Boomers spend more per online transaction on average—especially on healthcare, home goods, and travel.
They’re Still Rocking Out.
Many Boomers are still loyal to the music they grew up with. Classic rock, Motown, and early pop remain favorites, and live concert attendance among Boomers remains strong even today.
Final Thoughts: Understanding Baby Boomers Today
When you step back and look at everything we’ve covered, it’s clear that Baby Boomers are a generation with a lot of influence—and they’re not slowing down anytime soon. From their loyalty to their practicality, every part of Baby Boomers characteristics shapes how they make decisions and connect with brands.
Understanding this generation isn’t just a nice bonus for marketers—it’s a real advantage. Boomers have spending power, strong opinions, and a desire for brands that respect their experiences and values. If you focus on clear communication, genuine respect, and real value, you won’t just reach them—you’ll earn their trust and loyalty.
In a world that’s often racing toward whatever’s new, Boomers are a reminder that connection, clarity, and authenticity never go out of style. And for brands willing to meet them where they are, the rewards are well worth it.
Data Sources
- Population Reference Bureau, 2014. Just How Many Baby Boomers Are There?
- Michigan Journal of Economics, 2025. The Great Wealth Transfer and its Implications for the American Economy
- Keevee, 2025. 47 Smartphone Usage Statistics for 2025
- Investopedia, 2025. Rising Costs of Living Force Baby Boomers To Rethink Retirement
- GWI, 2025. Baby Boomers’ spending habits in 2025
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