Get a snapshot of how Boomers
spend their spare time
From hillwalking to horticulture, Sudoku to
sunbathing, Boomers aren’t short of things to
do. Some choose self-expression, many love a
holiday, but a couple of our audience segments
have become more inward and insular.
Lots of Boomers keep fit, but intensity
varies sharply. Active, affluent Boomers
are far more likely to invest in physical
health, whether through swimming,
cycling or something else. Others are no
longer in the game because of finances,
priorities or ability.
Baking, painting, playing the ukulele…some
Boomers throw themselves into hobbies
with gusto. Others choose life on a loop,
choosing introspective activities like reading
while more confident peers are out there
expressing themselves like Madonna
(still) in her conical bra.
to hobbies?
They may approach it in different ways,
from clipped-lawn and prize-flower
fanatics to nature-loving rewilders
and those with a soft spot for naughty
gnomes. But whatever the style,
gardening keeps many Boomers
grounded, with half our audience
segments including it as a hobby.
The green fingered
segments
Affluent Adventurers,
Strategic Pragmatists,
and Cultural Hobbyists
are all above average
for gardening.
Some Boomers have never
lost their taste for travel,
whereas others prefer the
sofa to the sun-lounger.
It’s the adventurous
and affluent who tend
to explore more, while
their more cautious and
cash-strapped peers stick
to their home comforts.
Culture
vultures or
home birds?
Adventurers
love to visit
There are Boomers who never
visited a National Trust property
they didn’t like, happily wafting
from castle to stately home to
gallery. Others wouldn’t know
a Monet from a motorway.
As ever, cultural confidence
and curiosity varies wildly
across our audience segments.
