Boomers have lived through it all: post-war rationing, Cold War jitters, counterculture rebellion, Thatcherism and the dawn of neoliberalism. They’ve witnessed moon landings, the Beatles, the rise of consumerism and the first tentative beeps of home computing. No wonder they’re hard to pin down.
Yet, stereotypes persist. Boomers are often painted as entitled, smug and somehow to blame for everything from the housing crisis to climate change. But these sweeping generalisations mask a far more nuanced reality.
Our research reveals six distinct Boomer personalities within this generation, each shaped by different experiences, values and outlooks. From those still taking a walk on the wild side to others who are happiest when they’re homeward bound, here’s what we found.
Adventurers vs homebodies
Boomers may have grown up before budget airlines made far-flung travel accessible and Instagram made it easy to show off. But plenty still have an appetite for new experiences. Leading the charge: Affluent Adventurers and Cultural Hobbyists, with 73%1 and 50%2 respectively expressing their passion for travel, and 81%3 and 76%4 saying they’re open to trying new things.
At the other end of the spectrum are those who’d rather stick with what they know. 80%5 of Prudent Traditionalists and 78%6 of Resigned Pessimists say they like the comfort of routine and familiar places. These are the people who know their local pub menu by heart and would get thoroughly discombobulated at the new hipster noodle bar down the road.
Planners vs improvisers
The Boomer stereotype of being prepared for anything isn’t entirely unfounded. Confident Strategic Pragmatists take top honours here: 83% say they prefer to carefully plan7, and 71% keep one eye firmly on the future8. The less well-off, more introverted Prudent Traditionalists also share this tendency, with three-quarters admitting they like things mapped out9.
But not everyone is wedded to the spreadsheet. With an unquenchable zest for life despite its challenges as they get older, Spontaneous Optimists would rather live for today. Over a quarter say they prefer to improvise10, while 38% embrace the philosophy of living for the moment10.
Optimists vs worriers
Outlook on life is a huge driver of personality and behaviour, and looking across our segments the contrast is striking. Affluent Adventurers are buoyant with positivity: nearly half (48%) say they’re focused on the future11 and 60% are embracing age rather than fearing it11. Compare that to Resigned Pessimists, full of anxieties about health, ageing and money. 64% of the latter say they tend to look back nostalgically12; clearly for them the past feels like safer ground than an uncertain present and future. No wonder Albert Square’s Dot Cotton reminisced so much about the war.
The bigger picture
So, what does all this tell us? That Boomers are anything but predictable. Some of the more outgoing and adventurous members of the generation that once sang ‘Hope I die before I get old’ are now living their best lives: trying new things, learning and engaging with everything the modern world has to offer. Others, more introverted and conservative in their values, have embraced familiarity and either through choice, circumstance or both, they’re prioritising routine, home comforts and the people and places they know.
To really know Boomers, it’s essential to understand the diverse personality traits that shape them. Recognising these different mindsets helps us design products and services that genuinely fit their needs and aspirations, and communicate in ways that feel relevant, respectful and meaningful.
Footnote references
Just Group Boomer Segmentation Study 2025