Baby Boomers vs Gen X

Does your lifestyle brand primarily appeal to Baby Boomers or Generation X? If you manage a golf course, for instance, do you place more emphasis on tradition or innovation? Do you know much about the contrasting attitudes, aspirations and spending habits of the two groups? Knowledge of generational outlooks could significantly impact your brand’s future messaging and communication channels.

To be heard you need to resonate with your target audience and there are some sharp contrasts between these two groups. They don’t always see eye-to-eye.

By stepping out of the race to serve a second term as President of the United States of America, Joe Biden (81 years old) has passed the torch of leadership to a new generation. Kamala Harris is 59 (born 20th October 1964) and identifies as being more Generation X (born 1965-1980) than Baby Boomer (born 1946-64) , even though she was born on the cusp.

What is already evident is that she is gaining strong traction with Generation X, Y and Z voters. Recently the British pop singer Charli XCX labelled Harris as being “brat”. This is a massive Gen Z compliment. According to the singer the meaning of “brat” is to be “that girl who is a little messy and likes to party… Who feels herself but maybe also has a breakdown… is very honest, very blunt, a little bit volatile”. Harris is proving far more relatable to a younger audience that either Biden or Trump.

Biden is from the Silent Generation, also known as "Radio Babies" or "Traditionalists," which includes people who were born between 1928 and 1945 and lived through World War II and the Great Depression. These challenging experiences shaped many of this generation's attitudes to life.

Donald Trump was born on 14 June 1946 and is an archteypal Baby Boomer.

Generation X and Baby Boomers often find themselves compared and contrasted, particularly when it comes to their attitudes, aspirations and spending habits. These two cohorts, though successive in the generational timeline, embody distinct worldviews shaped by different historical, cultural, and economic contexts.

Attitudes and Worldviews

Baby Boomers, born roughly between 1946 and 1964, were raised in the post-World War II era, characterised by economic prosperity and social change. This generation values hard work, loyalty, and traditional markers of success such as homeownership and long-term employment. The cultural revolution of the 1960s and 1970s influenced their attitudes towards civil rights, gender roles, and environmental issues, although these views often vary widely within the group.

In contrast, Generation X, born between 1965 and 1980, came of age during a time of economic uncertainty, technological innovation and increasing globalisation. Often dubbed the "latchkey generation," they experienced high rates of parental divorce and both parents working outside the home, fostering a sense of independence and self-reliance. Gen Xers tend to be sceptical of authority and institutions, valuing authenticity and work-life balance more than their predecessors. They are pragmatic, adaptable and prioritise personal fulfillment over traditional achievements.

Aspirations and Life Goals

In America the aspirations of Baby Boomers were largely shaped by the American Dream narrative. Many sought stable careers, marriage and a family, often aspiring to surpass the socio-economic status of their parents. This generation is known for its strong work ethic and commitment to career advancement, which often translated into long-term loyalty to employers and a focus on accumulating wealth and assets, such as real estate and retirement funds.

For Generation X, the aspirations are more varied and individualised. While they also seek financial stability, many prioritise experiences over material possessions, valuing travel, education and personal growth. Gen Xers often pursue diverse career paths and are less likely to stay with one employer for their entire career, reflecting a desire for flexibility and new challenges. This generation also places a high value on work-life balance and is more likely to prioritise family and personal time over climbing the corporate ladder.

Spending Habits

The spending habits of these generations further illustrate their differing values and life experiences. Baby Boomers, who are now nearing or enjoying retirement, have generally accumulated substantial wealth and are willing to spend on luxury items, travel and healthcare. They tend to be brand loyal and prefer traditional shopping methods, although they are increasingly adopting digital tools and online shopping.

Generation X, while also investing in real estate and retirement savings, tends to be more cautious with their spending. Having experienced economic downturns and job market fluctuations, they are often more focused on saving and investing prudently. This generation is tech-savvy and comfortable with online shopping, frequently seeking value and convenience. They are also more likely to spend on experiences, such as travel and dining, reflecting a shift from material goods to experiential consumption.

Pendulum swing

American elections are usually won by the candidate who best presents themselves as embracing the future. In 1996 Bill Clinton (born 1946, then aged 50) talked about “building a bridge to the 21st Century” which helped him to defeat George Bush Snr (born 1924, then aged 72).

Similarly Kamala Harris has adopted the campaign slogan: “We’re not going back.” By contrast Trump is advocating a series of deeply consersative policies impacting education, civil rights and healthcare. Early signs are that the momentum is now with Harris.

Since 2016, when Trump was first elected, the annual mortality rate for those aged 55-64 (younger Boomers) has been around 1-1.5%, while for those aged 65-74, it has been about 2-3%. For older Boomers (75+), the mortality rate increases significantly, exceeding 4% annually.

Based on these rates and considering the size of the Baby Boomer population in 2016, it is estimated that roughly 1-2 million Baby Boomers have died each year since 2016. Therefore, the total number of Baby Boomers who have passed away in the U.S. from 2016 to 2024 is likely in the range of 8-16 million, though this is a broad estimate and actual figures could vary.

By contrast it is estimated that between 34 million and 36 million members of Generation Z have become eligible to vote in the U.S. since 2016. This number reflects those who have turned 18 and are now eligible, assuming they meet all other voting requirements.

The young are replacing the old. It is that simple. And they are being mobilised by the energy and zest of the Harris campaign.

Conclusion

In summary, the contrasts between Generation X and Baby Boomers are marked by differences in attitudes, aspirations, and spending habits. While Baby Boomers prioritise stability, loyalty, and traditional success, Generation X values flexibility, authenticity, and experiences. Understanding these generational distinctions is crucial for businesses, marketers and policymakers as they navigate the evolving needs and preferences of these influential groups. As each generation continues to age and adapt, their collective impact on society and the economy will remain significant.