Baby Boomers (Americans born between 1946 and 1964) have always been a force to be reckoned with in America. Today, with an estimated 70 million Baby Boomers still alive, they represent nearly 21% of the U.S. population. 68% of Baby Boomers report being financially conservative in their spending habits.
A 2023 Pew Research study confirms the stereotype of their responsible spending lifestyle. Numerous stereotypes have been associated with this generation over the years. But how much truth is there in these clichés? Amazingly, a lot of people. Here are 16 new stereotypes about Boomers that are supported by current data, statistics, and trends.
They Believe in Hard Work More Than Anything
Boomers are often stereotyped as workaholics, and the numbers bear this out. In a 2023 Pew Research study, 65% of Boomers named a strong work ethic as one of the most important values, while only 43% of Millennials did.
This generation came of age when steady jobs meant financial stability and social prestige. Figures show that although many of this generation are now old enough to retire, almost 29 percent continue to work part-time past retirement age.
They’re Tech-Struggled but Trying
Boomers are often teased about their technological illiteracy, but the data show they’re acclimating. According to Pew Research, 68% of Boomers owned smartphones in 2023, up 15% from 2018.
However, research shows that they are still struggling to navigate apps and online security settings, with 34 percent admitting that they need help with basic online tasks.
They’re Nostalgic in That No-Apologies Way
A United States Census report reveals that more than 70 percent of them retain a connection with the tunes from their youth and the cultural moments that accompanied them, which has helped drive a resurgence in vinyl records and retro content.
The wallet effect of this nostalgia is evident when you realize that Boomers spend $1 billion a year on vintage apparel. Statista (2021) reports that 29% of all Boomers spend their spare time on physical items — a clear indication of their preference for physical retro goods.
They Prefer Traditional Media
Baby Boomers mostly get their news from TV and radio, despite digital trends. According to Nielsen, in 2023, Boomers watch over 45 hours of television every week, almost three times as much as the average Millennial watches — about 10 hours.
Print newspapers are also still in favor, with 52% of Boomers consuming print newspapers monthly, one of the few types of media that they and every other generation, except Gen Z, still use at nearly identical rates.
They Love Shopping at Big-Box Stores
Baby Boomers are still drawn to physical stores, such as Costco and Walmart, with 64% of their annual shopping conducted in brick-and-mortar locations, according to ICSC studies.
While younger generations tend to favor shopping online, Baby Boomers are more inclined towards the physical touch and prefer personalized in-store customer service.
They’re Frugal But Know When to Splurge
Baby Boomers have a stingy reputation, and they haven’t let it go. The prevalence of Boomers clipping coupons or waiting for sales remains relatively steady at 61% in a 2022 AARP survey.
However, they’re not shy about the occasional strategic splurge, especially when it comes to vacations: Boomers account for 74% of luxury travel spending in the U.S.
They’re Loyal to Their Brands
Baby Boomers are loyal to the brands they already know and trust. Seventy-six percent of Boomers typically purchase the same grocery and non-grocery brand products, a May 2024 Statista survey revealed, compared to just 66% of all adults.
When it comes to personal care, that loyalty increases to 73% among Boomers, compared to 62% overall. This loyalty often spans generations and is part of the reason legacy companies, such as Coca-Cola and Campbell’s Soup, can endure.
They Worry About Medical Bills
Boomers are particularly concerned about medical costs: 61% say they would focus on planning for healthcare expenses over one-time purchases, such as travel, in a new Bankrate survey.
Furthermore, they account for 40% of all U.S. health insurance claimants, further emphasizing the importance of saving for long-term care. Nearly 70% of baby boomers will require long-term care at some point in their lives.
They Tend to Avoid Social Media Chaos
While heavy Boomer usage persists in places like Facebook, Twitter, and TikTok, it is not as well-trodden a path. Generation Vexed:
A study released this week finds that 18% of boomers agree or tend to agree that they are more likely to interact with an ad on social media than on regular websites by generation. Boomers often complain that social media is moving too quickly and that it’s too polarizing.
They’re Environmental Skeptics
Although recent trends promote eco-awareness, Baby Boomers are slower to adopt this mindset. Research from Yale’s Climate Change Communication Program shows that only 50% of Baby Boomers consider climate change an urgent threat, compared to 71% of Millennials.
This generational cynicism could stem from not having been raised with as much public rhetoric on environmental concerns.
They’re Pro At Gift Giving
When it comes to spending on holidays, Boomers and GenX shoppers are more likely than younger consumers to purchase gift cards, shelling out 44% more than Millennials and Gen Z combined, according to Experian. Thoughtful and traditional holiday values drive the spending.
They’re Homeowners for Life
Boomers are the most likely to own their homes of any age group; 78% own them outright. But. According to the April 2024 Redfin report, 78% of Americans aged 60 and older stated that they want to stay in their existing home as they age, indicating a strong preference for stability over relocation.
They’re Politically Passionate
They’re Political Fiends Haters gonna hate, but for Sanders and Clinton voters, the feelings are stronger. The intensity of their passions makes their presence worthy of capital letters.
They’re politically feisty haters, going to hate. Still, for Sanders and Clinton voters, the feelings are stronger. The intensity of their passions makes their presence worthy of capital letters; they’re going to hate.
Boomers are the generation most likely to vote, according to Pew Research Center data. Many of them believe that their policy preferences influence their share of the vote and play a significant role in determining electoral outcomes nationwide. Politically active, Boomers’ votes accounted for 50.1 million votes, accounting to 69% of the population in the 2004 general elections.
They’re Community-Oriented
Boomers are the always-connected generation, often engaging through church groups, clubs, and volunteerism. According to the Independent Sector, 59% of Americans volunteer annually, providing an estimated $193 billion in value for volunteer service.
They are also highly social, with 76% saying they have made at least one close friend over the age of 60.
Boomers consider themselves part of a continuum and actively nurture and advance it. It has also affected their buying behavior as consumers, with many Baby Boomers making a point to only support brands that are aligned with their values and have a community outreach program in place.
The Impact on the Workforce
Additionally, the Baby Boomers are retiring, which will bring about significant changes to the workforce. As the Baby Boomers age out of the workforce, the participation rate is expected to decline from 62% in 2023 to approximately 58% by 2030. There will be a significant loss of experience and expertise in various professions.
However, it also offers the possibility for younger people to take the lead and go to the front. Now is the time for organizations to get ahead of this shift by developing succession plans and mentorship programs. This should create a seamless transition of lessons learned from Boomers to Gen X.
They Hold Traditional Values
A new study finds that 67% of Boomers say religion (“belief in God”) is fundamental, compared to just 30% among younger adults. These long-held beliefs shape how they spend, how they vote, and how they live. Furthermore, Baby Boomers generally value relationships and in-person connections highly.
They’re Big Fans of DIY
Research from The Farnsworth Group (commissioned by Home Depot) finds that Baby Boomers lead in preference for price and product quality; they also are the top in-store shoppers, with 70% of Boomers doing in-store research, pointing to their hands-on, project-first mindset. Those tactics have earned them the right to consider themselves long-haul problem solvers.
Their devotion to DIY projects is also born of independence and resourcefulness, hallmarks of their generation. Whether it’s working on home improvement projects, doing-it-yourself gardening, or creating crafts, people often prefer to do things themselves rather than have someone else do them.
Key Takeaway
Baby Boomers are a generation of contrasts and similarities that evolved out of the historical context of rapid economic, cultural, and technological change. They’re industrious types who often exhibit brand loyalty, frugality, and a nostalgic streak.
They are also dealing with contemporary challenges, including healthcare expenses, technology adoption, and environmental cynicism. While some may seem far-fetched, most are grounded in truths that are difficult to dispute based on data and trends. These patterns – habits and behaviors – continue to shape society and the economy, leaving a lasting legacy through the generations.
Disclaimer – This list is solely the author’s opinion based on research and publicly available information. It is not intended to be professional advice.
Don’t Swipe Until You Read This: The 7 Best Credit Cards for 2025 Ranked by Rewards
The 7 Best Credit Cards for 2025 Ranked by Rewards
There’s this moment that sticks with me—standing at a checkout line, swiping my old card like I always did, and thinking, “Wait… why am I not getting anything back for this?” I wasn’t traveling on points. I wasn’t getting cash back. I was just spending. Sound familiar?
Look, the truth is, credit cards can work for you—if you choose the right one. And in 2025, you’ve got some seriously rewarding options that can actually boost your bank account. From travel lovers to grocery haulers, there’s something for everyone.
Let’s break down the best credit cards out there this year—the ones that actually give back.
12 Kitchen Hacks You May Not Know
12 Kitchen Hacks You May Not Know
Sometimes preparing meals and just dealing with food can feel like a bore and a chore – or just plain frustrating! We’ve got the best food hacks to pass down to you to get you in and out of the kitchen fast. Not more drudgery, and dare we say it, some of these hacks are kind of fun. Save money, too. Win-win!
Do you have a kitchen hack we should know about?
