Baby Boomers are Changing the Face of 50+

Xenia P. Montenegro
United States.

INTRODUCTION

Generations are an enigma for those who study human nature, including marketers who want to know their consumers. Each generation is different, because of the experiences and the circumstances that shape their lives, especially in their formative years. AARP has served four American generations aged 50 years and older in the past 57 years: the pre GI generation, the GI generation, the swing or silent generation, and now the Baby Boomer, or Boomer generation. AARP has a membership of 35 million, including 31,000 from other countries, most of them from Canada, Mexico, and the United Kingdom.

Landon Jones was one of those who popularized the term Baby Boomer in his 1980 book, Great Expectations: America and the Baby Boom Generation. Members of this generation were born between 1946 and 1964. In 1946 World War II just ended, and the young men and some women who fought in the world arena, east and west in major oceans and continents, came back home, got married to start families, with the first of their children born in 1946. More children populated the planet than during any other era, and the population boom became a major concern in the 1950s and 1960s. Today, we also refer to them as the age wave. By 2010, more than a third of the population in the United States will be aged 50+, while it was less than 15% in 1910.