I have always thought the term Baby Boomer should be jettisoned from the English language. It defines an arbitrarily chosen period of time and that’s it. As a means of describing a group of people, their values, how they act, how they will behave or anything else that might be of value to a marketer then forget it.
It is always nice when our prejudices are substantiated by some research. A new study, by two Duke University sociologists, shows the Baby Boom as a diverse group of people whose experiences differ not only from those of previous generations, but also from each other.
"We all fall into talking about the baby boom as if it was a homogeneous group, but it’s a very heterogeneous group. And it’s not just a semantic issue. If we are worried about the future as the boomers age, we need to be prepared for a very, very heterogeneous group of people." I could not have put it better – these words spoken by one of the reports authors.
Another nice quote: “Baby boomers were not all political radicals: Even for those boomers who were young adults during the late 1960s, opposition to the Vietnam War was far from universal, for example. One-third of the early boomers served in Vietnam, and younger voters were more likely to support conservative candidates. In 1968, many of George Wallace’s supporters were young, Southern and rural.”
The quote that is the most disturbing is this one: “Given that the baby boomer generation is now more unequal than others at the same ages, we can expert them to be more unequal in old age than previous generations." Oppps.
Dick Stroud www.20plus30.com
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