Pinning down Boomers?
Less easy than you think.
Not all Boomers are clogging up your Facebook
feed with opinions best kept to themselves.
Some have broadly traditional views, others are
way more switched on than they’re given credit
for – progressive, empathetic, and deeply
engaged with the big issues.
Around 40% of Boomers say they care
deeply about climate change, though
some segments more than others.
They did of course witness the dawn of
the modern environmental movement
with the founding of Friends of the Earth
and Greenpeace, and books like
Rachel Carson’s Silent Spring.
cares?
Affluent Adventurers and
Cultural Hobbyists
have the highest concerns.
Strategic Pragmatists and
Resigned Pessimists
have the lowest.
Few issues unite Boomers like the belief in
universal healthcare. Support varies slightly
across the segments, but to this generation the
principle of free healthcare is as fundamental
as getting a complimentary biscuit when you
give blood.
68%
of Boomers consider
universal healthcare
a right
with
Prudent Traditionalists
leading the charge at
74%
Do all Boomers vote Conservative? Guess what: no. Dig a little
deeper and you’ll find their views are more fragmented and
nuanced than you might assume, shaped by their confidence
around finances, emotional outlook and life stage.
On the
Left-hand side
Cultural Hobbyists
lean to the Left
Feeling a bit
off-Centre
Spontaneous
Optimists
are slightly Left
Resigned Pessimists
are slightly Right
Meeting
in the middle
Affluent Adventurers
and Prudent
Traditionalists
are in the Centre
On the
Right-hand side
Strategic
Pragmatists
lean to the Right
For traditionalist and conservative
Boomers, freedom of speech is a moral
anchor, often tied to fears around
censorship.
Immigration is an issue that
resonates with many Boomers,
with a variety of views across
different audience segments.
While most Boomers tend to view
immigration cautiously, some
more affluent and culturally
curious groups express greater
openness. These insights capture
an important facet of how
Boomers relate to the changing
world around them.
Boomers are divided
on benefits; some
take a generous view
while others would
rather keep a tighter
grip on the purse
strings and what they
are likely to see as
‘benefits culture’.
Strategic Pragmatists are
1.2x
more likely to favour
restrictions than average.
33%
of Affluent Adventurers
and Prudent Traditionalists
would like people to have
easier access to benefits.
