Baby boomers – the most influential generation due to its sheer size estimated at 78 million – are rethinking their values that will likely have wide-ranging impact on a number of consumer categories, according to a study released today.

Findings from the Boomer Values Realignment Study show the country’s state of affairs – down economy, slipping global disposition, bleak outlook and socio-economic imbalance – is pushing baby boomers to become more introspective. Marketers, brands, healthcare givers, corporate American in general and even politic leaders could be hard pressed to re-examine their propositions to baby boomers, according to the study’s authors – Civano Living, Ypartnership and American LIVES.

The nationwide study was conducted of a random sample of over 1200 baby boomers, between ages of 45 to 65 with a minimum household income of $75,000.  The survey queried more than 350 items including lifestyle, attitudes and values, retirement, health and wellness, housing and leisure preferences, historical choices and travel patterns. 

Some of the more interesting results include, most  or more respondents:

·         believe “caring for others is an important ingredient to make a purposeful life.”

·         feel it’s important to “be there for family and friends.”

·         want their home to be an enticing gathering place for family and friends.

·         desire a vacation connecting them with family and friends.

·         see retirement as a time to explore other cultures and travel.

·         feel they have to work longer due to the economy

·         view retirement as  beginning a new chapter to actively pursue interests and set new goals.

·         are satisfied with their own physical health

·         responded an interest in a resort amenity spa vs. a desire to play golf

·         want to come away from a vacation feeling more balanced and healthy

·         want to experience other cultures and exotic places while vacationing

·         most of all, want to connect or reconnect with people in their lives in a meaningful way.

To read the full survey, go to Boomer Values Realignment Study