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Brief Published: 4 Mar 2021

Three-Minute Trend: Busting Myths About Baby Boomers

The baby-boomer generation (born 1946-64) are at the receiving end of many ageist stereotypes – whether it's that they're all technologically challenged, or winding down in slow-paced retirement. But take a look behind the memes, and it turns out that today's boomers see their 'third act' of life as a time of liberation and purpose.

They're seeking passion-fuelled career pivots, relaying their wisdom through mentoring, or broadening their horizons with adventure travel. Stay-at-home trends under the pandemic are smashing cliches even further, as over-50s embrace gaming, fitness and wellness wearables.

With US boomers' net worth on average 12 times greater than that of millennials (MagnifyMoney, 2019), and retirees globally having 50 trillion leisure hours to fill over the next two decades (What Retirees Want, 2020), brands can't afford to ignore this cohort.

In our latest Three-Minute Trend, Charlotte Rickards, Stylus' researcher for Consumer Attitudes & Technology, debunks three misconceptions about boomer behaviour, and urges brands to step away from tired tropes. If you want to learn more about this generation, read our newly published report, The New Boomer.

In this time of accelerated change and global volatility, Stylus' Three-Minute Trend videos offer short, sharp insights into the business challenges and commercial opportunities that matter right now, whatever industry you're in.