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“Boomers completely reshaped the United States: culturally, politically, economically, and in many other ways.”
— Philip Bump, The Aftermath: The Last Days of the Baby Boom
and the Future of Power in America
Baby Boomers are the roughly 73 million individuals born between 1946 and 1964, products of an unprecedented era of post-World War II optimism and growth — and uniquely named after the population “boom” they represent.
Boomers are known for the many ways they have challenged traditional authority, influenced social change, and rebuilt a secure financial foundation (after the war’s setbacks) that made them the most affluent generation in world history, with $76 trillion in total wealth.
Yet Boomers are often overlooked these days by retailers and product marketers more interested in winning over the younger and considerably less-brand-loyal generations that have followed. But while their dominance of retail spending has waned over the years (relative to other cohorts), they still account for 32% of all U.S. sales.
In compiling this report, Mars United’s Strategic Planning team used insights from in-depth interviews with 13 subjects and a wealth of other sources to present a deep, clear understanding of Baby Boomers and the factors driving their behavior as both consumers and shoppers across four key topics:
- Finances (page 8)
- Health & Wellness (page 18)
- Food & Beverage (page 31)
- Shopping (page 44)
The Boomers we interviewed brought both intellect and personality to conversations around these topics, sharing insights that were often humorous, always self-aware, and highly revealing.
