What does baby boomers mean?
Baby Boomers are the generation of those born after World War II until the mid-1960s. The designation comes from the expression “baby boom”, which represents the explosion in the birth rate in the United States in the postwar period.
The baby boomers in Brazil lived the military dictatorship and the promises of the economic miracle, grew up with job opportunities linked to stability within large industries. In a period of financial optimism and social ascension. They underwent political changes and serious economic crises that reinforced, at maturity, the conservative status of their investments and behavior in general.
Entering old age, baby boomers form a group of powerful consumers with high purchasing power and demanding consumption habits.
In the job market, baby boomers are loyal to companies, with careers of 20 or 30 years in the same company. They have reached managerial positions in which they now need to manage generational conflicts with generations X and Y, who have different perspectives on life and career.
Features of baby boomers
The socio-economic context of baby boomers was one of optimism and prosperity, with relative economic stability in developed countries. Due to good financial opportunities and the possibility of establishing and maintaining a prosperous career, this generation has more optimistic characteristics regarding consumption.
Baby boomers look for job stability and are loyal collaborators for companies. Little data for innovation. They often have a workaholic (workaholic) personality. They value the time of dedicated experience and estimate status, positions and hierarchies
This generation established a lifestyle that continues today, related to marriage, buying the house, the car, and the search for leisure time. Status quo that has been replaced by other consumption habits, interpersonal relationships and even the very notion of leisure as understood by generation Y.
The main technological influence of baby boomers was television, which changed the way the world access information, influenced sociability and consumption and entertainment habits. At the forefront of this generation were the influences of rock and the rebellious attitude, such as the film Juventude Transviada (1955) starring one of the icons of the generation, the actor James Dean.
Consumption characteristics of baby boomers
The baby boomer generation tends to be more conservative in consumption habits. They are not easily convinced by the opinion of others, relying more on previous experiences to determine the purchase.
They value quality over quantity and are not defenders of a particular brand, although they end up opting for the more traditional ones due to their previous experiences.
It is more likely that a baby boomer will acquire a product from a brand already consolidated and with a certain status in its midst, as it has had some experience with this consumer good before.
New brands have difficulties to gain space among the members of this generation, being generally presented to them by members of other generations more adept at innovation.
Baby Boomers and Generation X
The generation after the Baby Boomers is the so-called Generation X, from those born in the mid-1960s to the early 1980s. They are the children of the baby boomers, who accompanied the parents’ frustrations at dedicating a life to a life project that is not always well successful. More skeptical and apathetic about political and social changes.
It has a greater propensity for novelties, interacting more with digital technologies. In the work environment, Generation X is less loyal to organizations and more focused on its own career path, moving up from company to company.
Baby Boomers and Generation Y
Generation Y is also called millennials, as they are the first to reach adulthood after the turn of the millennium.
They seek to be more committed to the community, optimistic about the future and with greater social and environmental awareness. Prone to volunteer and act for a cause relevant to their values.
More informal than generation X and baby boomers, they are agitated and live in a spiral of information that makes them increasingly impatient and immediate. Much of this is brought about by the information society and the growing use of technologies and the internet. It is the generation always connected.
In the job market, they may face authority problems because they do not respect hierarchy in the same way as previous generations and believe in more informal relationships.
Baby Boomers and Generation Z
Generation Z is formed by digital natives, born in the late 1990s, already in a society focused on information technologies. They understand issues like privacy, temporality, collectivity and virtuality differently from previous generations.
Devices are extensions of being and there is no difference between life on and offline. Generation Z members are the grandchildren of baby boomers. The expected generational shocks are related to innovation, more natural for this group. Generation Z is starting in the job market and is immediate and demanding, but also proactive and entrepreneurial.