YOUNGER BABY BOOMERS
Younger Baby Boomers (also known as Generation Jones) have a median age of 60, are predominantly Caucasian, are likely to reside in the suburbs, and usually are married with grown children. Job security has been centrally important to them throughout their career, resulting in a "workaholic" mentality that has had a tendency to cause a work/life imbalance.
They tend to be politically conservative and to view religion as an important part of their lives, predominantly identifying themselves as Christian although they do not attend religious services regularly. They are concerned about their financial future and resentful that they do not have the retirement security they feel they were promised when they were younger.
They were raised on television and continue to watch an average of 27 hours of broadcast TV a week, although they also have adapted quickly to newer technologies and enjoy social media. Their purchase preferences tend to be for products that they perceive as making their lives "better" in some way and for companies that provide good customer service.
OLDER BABY BOOMERS
Older Baby Boomers have a median age of 70, are predominantly Caucasian, likely to live in the suburbs, to be married, and to have grandchildren for whom they enjoy buying educational products and services.
Many of the personality traits of Older Boomers were built upon the idealism and unrest of the 1960's, resulting in a desire to make a difference in the world that is expressed predominantly through a strong work ethic and charitable contributions. Although their self-worth tends to be established through their jobs, they sometimes wonder if the work/life imbalance that this has created was worthwhile.
Financially, Older Boomers are concerned about retirement income, relying on financial advisors rather than on self-direction in their investment decisions. They view religion as a very important part of their lives, although they are unlikely to attend religious services regularly.
They are frequent viewers of Broadcast TV, like to follow the news, enjoy watching but not contributing to social media, are likely to search the Internet for health and wellness information, and are comfortable shopping online.