Kerryn Boogaard Kerryn Boogaard
Beverly Goldsmith Beverly Goldsmith
Zoe Bingley-Pullin Zoe Bingley-Pullin

We’re booming, baby!:

You can't keep a good baby boomer down for long - if at all!
By Kirsten Anthony
Date: August 30 2013
Editor Rating:
baby-boomer

‘Baby boomers’ – those born in the 18 years from 1946 to 1964 – are today aged between 49 and 67 years.

While those at the younger end, who haven’t even reached or are only just 50, don’t think of themselves as being the same as a 67-year-old, this group of 4.7 million people in Australia and many millions more worldwide have driven social, cultural, economic, technological and political change their entire lives and continue to do so.

The only generation that will eclipse them in Australia is the current one, with more babies born this year so far than the first year of the baby boomer generation.

If you are a baby boomer, or know one, you’ll also know they don’t see themselves as old. It’s no quiet, slow-paced retirement for them and giving up work at age 65 to get the age pension, but an eager embracing of a new lifestyle which is likely to include

  • work (even if a new type of work)
  • health and fitness
  • pursuing lifelong dreams and goals.

“When we were in our 20s and 30s, we didn’t have the time or the money to go travelling, have long periods of time off, chop and change our jobs if we felt like it," says Marie Rogers of Beaumaris in Melbourne

"It was finishing education, getting a job, getting married, saving money, buying a house, having children, getting them educated, paying off the house etcetera. Some of us had a year travelling - or national service in Vietnam in my husband's case - before we got hitched, but that was it.

“It’s only now – with the three kids off my hands – that I can finally get around to enjoying life a bit.

“I work four days a week. My husband and I do things and go places when we want to. We try to go on a real holiday once every 18 months or so. Our youngest son had been to the United States three times before we had been the first time!”

Marie and her husband are 64 and 66 respectively and say they plan to work until they’re 70 or “someone doesn’t want us any longer”.

She says when they no longer have the spare cash from regular work coming in, they’ll trim back their lifestyle and spend more time at home in Melbourne with their children.

“Hopefully, grandchildren as well,” she says. “I only have one so far and I’m waiting for more.”

While some young marketers may think of people the same age as their parents as “old”, research by Australian digital media company, Mi9, shows that the cashed-up boomers – each boomer household is worth more than $1 million – are one of the most adaptable groups in Australia. They embrace new technology, spending at least three hours a day online; just on half are on social media; and 25% buy online regularly.

But boomers also say they’re being ignored in marketing terms, with 94% saying they don’t like the way advertisers and marketers communicate with them.

“Anyone who thinks our age group is stuck in their ways and doesn’t spend money doesn’t know what they’re talking about,” says Marie bluntly.

“As a generation, we’ve been at the forefront of trying everything and going everywhere. Why would it be any different now?”

“In fact, amongst my friends, the people I work with and my children and their friends, my age group is more likely to be out there spending. I know I’ll think nothing of the cost of something if it’s what I want.”

Marie says the only thing she feels she doesn’t have enough say over is health.

“It’s not entirely in my hands, is it?” she asks.

A survey for Prevention magazine has shown that while four-in-five boomers believe eating a healthy diet is important, almost half of them are not familiar with their cholesterol levels or body mass index (BMI). In fact, the survey showed that boomers are more likely to be familiar with their credit card and savings account balances than they are with some fairly basic health, fitness and nutrition facts.

Share This Tweet This Email To Friend
Related Articles
money_house
Canberra households are the wealthiest in the nation with average…
Read more
kangaroo
Australians are living and working longer, but the gap between…
Read more
babyboomer
From the time we are little girls, we have been…
Read more
martha-stewart
Without a mention of a placemat or dining setting, Martha…
Read more
Shipping-containers-freight-wallpaper-preview

Latest Tech Used In Shipping Containers
Read how the shipping industry has revolutionised

Motherpedia cover-2

Win 1 set of a 4-book hardcover illustrated boxed set
Barbara Murray’s new 4-book Sound Stories is perfect for parents and educators and could assist with NAPLAN results

Motherpedia cover (4)

Where to celebrate Oktoberfest Australia
Get ready for this celebration!

Vtech giveaway motherpedia

Win 1 of 3 VTech Toys Pack Giveaway
Playtime is so much more with VTech

Motherpedia cover-4

A Fortnight of Foodie Experiences at East Village
A taste of East Village. What's in it for me?

Globber my too fix up cover

We Try: Globber My TOO Fix Up
A scooter that grows with your child

Throw a winning cricket pitch

3 Steps to a Winning Backyard Cricket Pitch
Ex-Adelaide Oval legend curator Les Burdett shares his tips for getting your backyard cricket pitch test match ready this summer

A bike that follows your kids life cycle - motherpedia - cover

A Bike That Follows Your Kids Life Cycle
Check out the Bunzi 2-in-1 gradual balance bike!

Moonlight lifestyle

Moonlight Cinema to bring…
Moonlight Cinema announces brand new Western Sydney venue

Screen shot 2019-11-26 at 8.29.12 am

Your Magical Christmas Wonderland…
Adventure park is about to light up the night sky with its "Christmas Festival of Lights"

Screen shot 2019-11-21 at 11.11.36 am

The Preston Market Gets…
It's time to feel pumped up for the holiday season!

Bruno-kelzer-zqzuigxcvrq-unsplash

Bunnings team members get…
Help raise funds by buying a snag or donating at your local store.