Your SlideShare is downloading. ×
0
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Presentation 2 Baby Boomers
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Presentation 2 Baby Boomers

1,179

Published on

The definitive view of baby Boomers in the UK. Originally prepared in 2006.

The definitive view of baby Boomers in the UK. Originally prepared in 2006.

Published in: News & Politics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,179
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. A big welcome to the Baby Boomers!Born 1945 – 1965 Currently 46-68
  • 2. What is this? This presentation is one of five presentations outlining our understanding of Generational perspectives1. The Theory of Generations2. Boomers3. Generation X4. Generation Y, or Millenials5. Applying generational perspectives to MarketingBorn 1945 – 1965 Currently 46-68
  • 3. introduction  Idealism  Commercialisation  Permissiveness, liberalisation  Consciousness  What are they like now?Born 1945 – 1965 Currently 46-68
  • 4. Baby boom Throughout the 1960s there was a sustained ‘baby boom’, with births rising to a peak of 1,014,700 in 1964. This was followed by a rapid decline in the numbers of births in the 1970s, reaching a low of 657,000 in 1977 Source: ONS 2006 Population dataBorn 1945 – 1965 Currently 46-68
  • 5. A reminder… Prophets • Boomers, as a generational archetype • Values driven • Moralistic • Self Absorbed • Crusaders • Childhood was full of • Contentment • Order • Consensus • So what happened when they came of age ……?Born 1945 – 1965 Currently 46-68
  • 6. Idealism • Boomers were and remain idealists • They were therefore conscious of how the world was not ideal • Government untrustworthy • Religion out of touch • Racism apparent • Increasing commercialisation What was influencing this mood?Born 1945 – 1965 Currently 46-68
  • 7. Boomers disinterest in religion Religion represented the institution and traditional values • Religion has suffered an immense decline since the 1950’s • 0.6% of the UK now regularly attend church Year Millions 1930 (peak) 3.7 1940 3.4 • There were similar declines in community activities, voting 1950 3.0 1960 2.9 and other signs of civic partnership* 1964 2.7 1970 2.2 1979 1.8 1986 1.7 1996 1.6 *Source: British Birth Cohort StudiesBorn 1945 – 1965 Currently 46-68
  • 8. What political issues were top of mind? • Cold War – this lead to a general feeling of uncertainty and lack of political trust • Korean war, Vietnam War – leading to anti war protests all over the world • Civil Rights movement – although led in the US, the UK was not far behind.  In 1968 there were race riots across the US • Strikes were prolific during the early 70s – miners, dock workers, postal, train driversBorn 1945 – 1965 Currently 46-68
  • 9. What was happening in the economy? • The end of war led to a period of vigorous economic growth that carried on until the early 70’s • Rationing ended in the late 50’s • The government invested heavily in welfare • European trade increased • Manufacturing increased • Scientific and technological advances  Washing machines, TV’s, radios, refrigerators UK GDP Boomers were growing up in a relatively prosperous and secure climate 1940 1942 1944 1946 1948 1950 1952 1954 1956 1958 1960 1962 1964 1966 1968 1970 1972 1974Born 1945 – 1965 Currently 46-68
  • 10. Commercialisation …from the time they were conceived, Boomers were dissected, analysed and pitched to by modern marketers, who reinforced a sense of generational distinctiveness…Born 1945 – 1965 Currently 46-68
  • 11. Commercialisation • Marketers were becoming more influential and sophisticated 50’s 60’sBorn 1945 – 1965 Currently 46-68
  • 12. CommercialisationBorn 1945 – 1965 Currently 46-68
  • 13. Commercialisation • Technology was dramatically changing the food we eatBorn 1945 – 1965 Currently 46-68
  • 14. Commercialisation • But this rapid commercialisation was flying in the face of the national mood of liberalisation I live on an apartment on the ninety-ninth floor of my block And I sit at home looking out the window imagining the world has stopped Then in flies a guy whos all dressed up just like a Union Jack And says, Ive won five pounds if I have his kind of detergent pack (Stones 1967)Born 1945 – 1965 Currently 46-68
  • 15. Permissiveness was increasingly apparent • The mods of the 60’s were heavy users of amphetamines • As a result they were controlled under the Misuse of Drugs Legislation in 1964 • Pep pills continued as a common form of drugs misuse in the early 70’s Boomers created an environment that made illegal drug use far more acceptable/popular than ever beforeBorn 1945 – 1965 Currently 46-68
  • 16. Respect for authority diminished • Levels of crime increased as boomers attitudes changed towards figures of authority 65 30yrs old in 1958 30 yrs old in 1975 44 38 30 30 23 18 13 8 9 5 4 moved on stopped and let off with a arrested formally guilty by a questioned warning cautioned court Type of contact with the police: Men Source: British Birth Cohort StudiesBorn 1945 – 1965 Currently 46-68
  • 17. Liberalisation was increasingly apparent • Boomers were brought up in strong family structures • Levels of divorce were very low in comparison with current levels  25,000 pa (peaked at 180,000 pa in 80’s) Increasingly traditional family structures were challenged • Marriage was delayed  1963 - M 26, W 23  1975 - M 29, W 26 • Divorce reform act in 1970 meant easier to get divorced Source: Social Trends/The Future FoundationBorn 1945 – 1965 Currently 46-68
  • 18. Family structures shifting Debates regarding family worth ensued • Pill was introduced in 1963 • As marriage became delayed, so did childbirth  Age of childbirth rose sharply from 1969 In this period of liberalisation and permissiveness Boomer youth were questioning all aspects of traditional family structuresBorn 1945 – 1965 Currently 46-68
  • 19. Consciousness • Boomers were the first generation to experience mass media TV began in 1949; colour TV in 1967 “TV was the institution that solidified the sense of generational identity more than any other“ Gillon, Steve (2004) Boomer Nation • They were therefore Conscious that youth across the world felt the sameBorn 1945 – 1965 Currently 46-68
  • 20. Consciousness • Media enabled a global musical phenomenon that further strengthened Boomers consciousness Rock Music • Lyrics reflected and strengthened the liberal, permissive, rebellious national mood Come mothers and fathers, throughout the land And dont criticize, what you cant understand Your sons and your daughters, are beyond your command Your old road is rapidly agin. Please get out of the new one, if you cant lend your hand For the times they are a-changin‘ Bob Dylan, 1964Born 1945 – 1965 Currently 46-68
  • 21. Consciousness • This generation was experiencing a collectiveness that previous generations had never felt: they were proud of youth! • For the first time ever it was, er, cool to be young!Born 1945 – 1965 Currently 46-68
  • 22. Generational Value I feel that my generation has had a good impact on the world 1 - Strongly agree 2 3 4 5 - Strongly disagree Boomers 20 28 24 15 10Generation X 9 20 37 21 12Generation Y 8 28 30 23 10 Source: Logistix IQ800 August dataBorn 1945 – 1965 Currently 46-68
  • 23. National Mood...Born 1945 – 1965 Currently 46-68
  • 24. Second Turning: Awakening Fourth turning: Crisis Solid public consensus, support of authority, clampdown on bad conduct, overprotective child rearing, optimism Third Turning: Unravelling First turning: High Pragmatism, self-reliance, Follows a crisis…Friendly, poor family structure, indulgent child rearing, weakening civic habits, low contentment, order and public trust, pessimism consensus Second Turning: Awakening A challenge to highs Boomers were assumptions, new spiritual coming of age here agendas, soul over science, public order deteriorates, crime rises, families weakeningBorn 1945 – 1965 Currently 46-68
  • 25. Awakening My generation is willing to protest against unjust government policies 1 - Strongly agree 2 3 4 5 - Strongly disagree Boomers 28 35 15 11 9Generation X 20 27 35 11 4Generation Y 22 31 26 16 3 Source: Logistix IQ800 August 2007 dataBorn 1945 – 1965 Currently 46-68
  • 26. Embracing and inciting change Rebelliousness Positivity! Rejection of what went before At a time when huge leaps were (Contentment, order, consensus) being made…. Dissatisfaction and distrust In society: liberalisation Commercialisation In technology: manufacturing In culture: freedom of expression Even in Space!Born 1945 – 1965 Currently 46-68
  • 27. In a word… Reformist!Born 1945 – 1965 Currently 46-68
  • 28. What’s a Boomer look like now? • Oldest is 68 (1946 – 1964) • Boomers are 29% of the total population • In 2009 UK Baby Boomers held 82% of the countries wealth…although concentrated in the top SG’s • In the UK there are 15 Million Boomers (450M worldwide)  AB: 22% (22% UK norm)  C1: 26% (30%)  C2: 16% (15%)  D: 19% (17%)  E: 16% (16%) • They outnumber those under 16 for the first time in history! Source: ONS 2006 Population dataBorn 1945 – 1965 Currently 46-68
  • 29. Famous BoomersBorn 1945 – 1965 Currently 46-68
  • 30. What are their current circumstances? • Younger boomers (born 1956-1964) spend most of their money on their children and the mortgage • 37% still have (Generation Y) kids living at home • Older boomers (born 1946-1955), many of whom are empty nesters, put their money into upgrading their homes and going on holiday • They are the sandwich generation • 43% of Boomers still have living parents and dependent kidsBorn 1945 – 1965 Currently 46-68
  • 31. What are their current circumstances? • Boomers connect with their kids more than their parents • Cosmopolitan attitudes mean they love to travel • And do as much as they can before they die • One in ten Britons aged 55-64 and five per cent of over 65s now attend a gym regularly while many more keep fit by other meansBorn 1945 – 1965 Currently 46-68

×