They may have grown up with The Waltons,
but not all Boomers have a close-knit
family life. Some feel deeply valued, while
others are stretched or even disconnected.
No one wants to be left on the shelf. And
while many Boomers still have a sense of
purpose, some feel they're just 'taking up
space'. This is not just about money,
it's about feelings of self-worth.
17%
of Resigned
Pessimists
feel like a burden
(vs 8% average)
Not all Boomers are created equal, with some
chasing new experiences, while others want
a life as familiar as their favourite teapot.
It’s something to remember before making
stereotypical assumptions on what gets their
motors running.
Cultural Hobbyists and
Affluent Adventurers
prefer exploring the
great outdoors
Happily embracing senior family
roles while still finding room for
other interests – some of our audience
segments are in their element.
Meanwhile others are caught up
in supporting or caring for partners,
grandkids or adult children, leaving
them with dwindling time and
resources for themselves.
For lots of Boomers, family life
is still the main event. But others
have become disconnected and
once-familiar faces are now
in the background.
Resigned
Pessimists are
2.1x
more likely than
average to feel
like a burden
