Report: U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road TOC

Chapter 1: Executive Summary

Scope and Methodology
- Scope of Report
- Report Methodology
- Two Boomer Age Cohorts
- The Simmons Index System
Lifestyles and Demographics
- Boomers' Lives Still Just Beginning
- Boomers' Demographic Clout Only Increasing
- Ethnicity Largely White, Non-Hispanic
- Comfort with Internet, Technology Facilitates Boomerpreneurship
- Boomers Earn Higher Than Average Incomes
- Figure 1-1: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
- Money, Health Woes Keep Retirement at Bay
- Boomer Cohort Much More Diverse Than Once Believed
- "Green" Causes Gain Momentum Among Cohort
Health and Anti-Aging
- Healthy, Active Self-Image Keeps Boomers in the Game
- Technology, Positioning Take Sting Out of Age-Related Complaints
- Strong Focus on Nutrition, Exercise
- Cosmetic Surgery Popular, as Are Scalpel-Free Procedures
- Drugs, Therapies Combat Chronic Complaints
- Older Boomers, Women Work Toward Well-Balanced Diets
- Exercise Remains Popular Antidote to Growing Old
Boomers at Home
- Family, Finances, Career Guide Domestic Arrangements
- Boomers Anticipate Greater Practicality in Later Years
- Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
- In-Home Tech, Electronics Preferences Reflect Family Priorities
- Boomerang Effect Re-Mixes Generations
- Boomer Home Caregivers Number in Millions
Boomers at Work
- Widespread Skepticism RE Social Security' s Staying Power
- Financial Needs and Fulfillment Keep Boomers on the Job
- Employee Health Benefits Add Incentive to Keep Working
- Highest Earners Foreground Control, Dedication to Career
- Figure 1-2: Indices by Selected Boomer Traits for Agreement with Statement: "I Look at the Work I Do as a Career, Not Just a Job," 2007 (U.S. employed adults age 45-64)
- Workplace Generation Gap Challenges Boomer Patience
- Telecommuting Combines Comfort of Home with Comfort of Paycheck
- Layoffs-and Self-Employment
Boomers on the Road
- Boomers Defy Convention in Vehicles and Vacations
- Attachment to Automobiles Unlikely to Wane
- Female Boomers Stress Safety; Males Big on What' s Under the Hood
- Resurgence of Muscle Cars, Motorcycles
- "Idealism Gene" Opens Minds, Pocketbooks to Green Options
- Boomers Seek Meaningful Experiences in Vacation Travel
- Majority Prefer Domestic to Foreign Travel
- Internet Research Facilitates Customized Travel
- From Cruises to Sports Vacations, Single Boomers Mixing It Up

Chapter 2: Lifestyles and Demographics

Boomers' Lives Still Just Beginning
Cohort Plans to Regenerate, Not Degenerate
Boomers' Demographic Clout Only Increasing
Age 60-64 Segment Growing Fastest
Over-40 Contingent Swells Worldwide
Ethnicity Largely White, Non-Hispanic
Figure 2-1: Selected High-Indexing Demographic Traits for Hispanic Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
Hispanics Cluster in Southwest, Pacific; African-Americans Embrace Southeast
Most Boomers Still Work Full-Time
Diverse Self-Employed Segment May Forecast Future Entrepreneurship
Figure 2-2: Selected High-Indexing Demographic Traits for Self-Employed Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
Social Responsibility, Self-Actualization Inspires New Ventures
Comfort with Internet, Technology Facilitates Boomerpreneurship
Boomers Earn Higher Than Average Incomes
Figure 2-3: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
Money, Health Woes Keep Retirement at Bay
Fear of Disability Keeps Many on the Job: Health Insurance Highly Prized
Some Gamble with Health: Drop Insurance, Wait for Medicare to Kick In
Boomer Cohort Much More Diverse Than Once Believed
Class of 1946 More "Ward and June" Than "Wyatt and Billy"
Age, Culture, Experience Divide Younger, Older Boomers
Older Cohort Boomers Better Educated, Wealthier, More Likely Retired
Financial Divide Reflects Elders' Greater Job Opportunities, Cheaper Housing
Older Cohort Confident; Younger Boomers Stressed
Famous "Boomer Inheritances" Going to Elders
Younger Boomers Juggling Childcare, College Payments, Finances
Hispanics, Asians, Blacks More Likely than Whites to Have Young Kids at Home
Childless Boomers Skew High for Higher Education, Single Living
"Green" Causes Gain Momentum Among Cohort
Green Allegiances Transcend Age Group, But Tend to Increase with Age
Hispanics, Asians, Lower Income Boomers Especially Eco-Friendly
Central Marketing Region Claims Majority of Greens
Figure 2-4 : Selected High-Indexing Demographic Traits of Boomers Who Are "Smart Greens," 2007 (U.S. adults age 45-64)
Green Concerns Align with Growing Emphasis on Social Causes, Self-Actualization
Mature-Centric Trends Will Foster Youthful Lifestyles
Table 2-1: Demographic Composition of Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-2: Demographic Composition of White (Non-Hispanic) Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-3: Demographic Composition of Hispanic Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-4: Demographic Composition of African-American Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-5: Demographic Composition of Self-Employed Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-6: Demographic Composition of Female Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-7: Demographic Composition of Male Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-8: Demographic Composition of Older Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 55-64)
Table 2-9: Demographic Composition of Younger Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-54)
Table 2-10: Demographic Composition of Baby Boomers With Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-11: Demographic Composition of Baby Boomers Without Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-12: Demographic Overview of "Smart Green" Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)

Chapter 3: Health and Anti-Aging

Healthy, Active Self-Image Keeps Boomers in the Game
Concepts of Youth, Health, Nature Intrinsic to Anti-Aging Trend
Technology, Positioning Take Sting Out of Age-Related Complaints
Many Boomers Feel Better Now Than in Their 20s, Despite Stress
Tension Mounts Between Healthy Habits, Chronic Ailments
Strong Focus on Nutrition, Exercise
Figure 3-1: Indices for Selected Boomer Traits Favoring Strong Agreement with Statement: "I Make Sure I Exercise Regularly," 2007 (U.S. adults age 45-64)
Stress, Overwork Undermine Vibrant Boomer Profile
Cosmetic Surgery Boosts Self-Esteem, Reveals More Authentic Self
Liposuction, Augmentations Lure Women and, Increasingly, Men
Multiple Procedures Save Time, Help Boomers Compete
Scalpel-Free Procedures Booming
Surgical Facelifts Sometimes Perceived as Risky, Unnatural
Injectable Wrinkle Smoothers, Skin Plumpers a Booming Market, Despite Price
Injections of Human Growth Hormone Stave off Middle-Age Spread
What Price Youth?: Motivation to Spend Divides Along Gender Lines
Figure 3-2: Percentage Who Agree with Statement, "I' ll Spend What I Have To, To Look Younger": Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Injectable Fillers Steadily Accepted as Routine Beauty Maintenance
Drugs, Therapies Combat Chronic Complaints
Older Boomers Especially Prone to Hypertension, Diabetes, Arthritis
Boomers Expect to Be Cured: Many Research Own Treatments
High Cholesterol: Health Crisis or Marketing Bonanza?
Pfizer Engages Jarvik to Sponsor Sweeping Lipitor Campaign
Overstated Qualifications Hurt Pfizer' s Credibility
Diabetes Drugs Especially Likely for Older Boomers
Drugs for Hypertension, Heart Failure, Chronic Pain
Boomer Segment Proclaims Peak Condition, Youthful Vigor
Self-Perception vs. Scientific Findings: Somebody' s Fudging
Wider Studies Confirm Boomers Are Often Too Fat, Out of Shape
Denial Looms Large in Approach to "Healthy" Eating, Weight
Older Boomers, Women Work Toward Well-Balanced Diets
Nutrition, Healthy Ingredients High On the Shopping List
Boomer Women Scrutinize Labels, Discuss Nutrition
Boomer Women Highly Aware of Calories, Diets, Exercise Needs
CDC Shows Overweight, Obesity Rampant Among Female Boomers
Too Much of a Good Thing
On the Upside, Boomers are Paying Attention to Diets
Figure 3-3: Percentage Who Agree with Statement, "I Am Currently Controlling My Diet": Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Figure 3-4: Percentage Who Agree with Statement, "I Am Currently Dieting": Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Exercise Remains Popular Antidote to Growing Old
Procter & Gamble Survey Says Many Boomers More Fit Than in Their 20s
Anti-Aging Marketing Requires Optimistic Language, Segmentation
"Natural" Approaches, Ingredients Popular Across Channels
Less Invasive Facial Aesthetics Reveal Natural, Radiant Features
Fresh, Natural Foods Offer Ageless Health and Beauty
Vitamins and Supplements Boost Nature' s Anti-Aging Properties
Figure 3-5: Percentage Who Have Taken Non-Prescription Nutritional Supplements in the Last 12 Months: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Functional Foods Defend Against Age-Related Disease
Refrigerated Functional Mini-Drinks: Low-Calorie Cholesterol Busters
Unilever Tippy-toes Around Health Claims, Encourages Healthy Lifestyle
Souped-Up Cereals Promote "Smart," Heart Healthy Whole Grains
Web-Supplemented Campaign Shows Benefits of Smart Eating, Exercise
Nutricosmetics: Youth-Enhancing Substances That Sound Good Enough to Eat
Table 3-1: Attitudes Related to Health and Diet: Adults Overall vs. Boomers, 2007 (percent and index of U.S. adults)
Table 3-2: Attitudes Related to Health and Diet: Female vs. Male Boomers, 2007 (percent and index of U.S. adults)
Table 3-3: Attitudes Related to Health and Diet: Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
Table 3-4: Boomer Traits Favoring Agreement with Statement: I Make Sure I Exercise Regularly, 2007 (percent and index of U.S. adults age 45-64)
Table 3-5: Boomer Traits Favoring Agreement with Statement: I' ll Spend What I Have To, To Look Younger, 2007 (percent and index of U.S. adults age 45-64)
Table 3-6: Health Ailments in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
Table 3-7: Patterns in Seeking Medical and Health Information: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
Table 3-8: Attitudes Related to Health and Healthcare: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
Table 3-9: Use of Selected Prescription Drugs in the Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
Table 3-10: Reasons for Controlling Diet: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
Table 3-11: Participation in Selected Sports Over Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (U.S. adults) (percent and index of U.S. adults age 45-64)
Table 3-12: Selected Non-Prescription Nutritional Supplements Taken in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)

Chapter 4: Boomers at Home

Family, Finances, Career Guide Domestic Arrangements
Current Income Supports Most Housing Requirements
Future Cash Crunch May Cramp Spending, But Not Style
Leading Edge Boomers Will Drive Housing Trends
Downsizing, Convenience, Change of Scenery Motivate Relocation
Adaptation to Changing Physical, Family Circumstances Part of Aging in Place
General Attitudes About Home Life Mirror Overall Population' s
Segmentation Key to Interpreting Specific Home Preferences
Younger and Older Boomers Prefer Quiet Evening at Home
Older Boomers Turn Up Noses at Fast Food, Prefer Mealtime Togetherness
Empty-Nester Homes Reflect Personalities; Single Boomers Not So Much
With Kids At Home, Married Boomers Foreground Kitchen; Not So, Singles
Boomers Anticipate Greater Practicality in Later Years
Simpler Tastes Doesn' t Mean "Hippie"
The "Future" Is Here: Practical Luxury Already a Boomer Trend
Empty Nesters Downsize: Reorganize Homes, Values
With Kids Gone, Romance and Freedom Enliven Home Life
What Empty-Nest Syndrome?
Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
Figure 4-1: Kitchen Remodeling Within Last 12 Months: Selected High-Index Boomer Cohorts, 2007 (U.S. adults age 45-64)
Bathroom Re-Do Popular for Empty Nesters, Marrieds with Children
Desire for Mobility, Independence Guide Kitchen, Bath Renovations
Figure 4-2: Indexed Boomer Traits Favoring Agreement with Statement: "I' m Looking For New Ways to Improve My Home," 2007 (U.S. adults age 45-64)
Universal Design Promotes Security, Accessibility
Elder-Friendly Amenities Foreground Sleek, Luxurious Efficiency
In-Home Tech, Electronics Preferences Reflect Family Priorities
Boomers Love TV, HD, Wide Screens
Empty Nesters Will Splurge on Fancy Set-Ups
Figure 4-3: Likelihood to Spend $3,000 or More on Household Television Sets: By Selected Boomer Segments, 2007 (U.S. adults age 45-64)
TV Technology Gap Between Boomers and Millennials
DVRs Are Fine, But Boomers Just Want to Watch the Show
Even at Home, Boomers See Computers as Tools, Not Toys
Most Boomer Households Own Computer
Empty-Nest, Older Segments Favor Online Financial Management
With Kids at Home, Education, Graphics, Entertainment Drive Computer Use
E-Nurturing Frees Up Time for Empty-Nest Moms
Empty-Nest Dads Often Gobsmacked by New Household Dynamics
Boomerang Effect Re-Mixes Generations
Return of Adult Children a Common Pattern
Financial Woes, Filial Affection Can Make for Happy Home Life
Career, Family Disasters Can Force Even Boomers Back Home
Adult Kids and Grandchildren? Boomerang, Once Removed
Childcare Can Add Additional Burden for Boomer Grandparents
Elder Care Also Enters Equation
Boomer Home Caregivers Number in Millions
Home Care for Dementia, Alzheimer' s Presents Daunting Task
Decline in Elderly Parents Adds Stress, Anxiety, Fear
Boomers Want to Keep Parents Out of Nursing Homes
Fear for Their Own Mental Health May Spur Boomer Planning
Financial Generosity May Imperil Boomers' Ability to Age in Place
"Pivot Spenders" Finance Adult Children, Parents
Disconnect Between Financial Help and Future Housing Realities
Even Savings-Obsessed Japanese Dread Housing Crisis in Old Age
Canadian Boomers Sandwiched Too
Canadian Boomers Delay Plans for Long-Term Care for Selves, Elders
Aging in Place Means Aging Smart
New Urbanism, Live-Work Balance Allows for Efficiency and Fun
Crosswinds Communities Build Live-Work Residences
Condominiums Offer Low Maintenance, High Energy
Not Your Parents' Retirement Community
"Gayby" Boomer Communities Offer Acceptance, Allow Honesty
Shea Homes' Victoria Gardens: "Certified Green" for The 55-Plus
Recycling Patterns Suggest Boomers Will Snap Up Green Building
Figure 4-4: High-Index Boomer Traits Favoring Agreement with Statement: "People Have a Duty to Recycle," 2007 (U.S. adults)
Green: It' s Responsible and Chic
Green Retirement Niche Appeals to Blooming Social Values
Table 4-1: Attitudes Related to Home Life: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-2: Attitudes Related to Home Life: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-3: Attitudes Related to Home Life: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-4: Home Improvement and Household Purchasing Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-5: Home Improvement and Household Purchasing Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
Table 4-6: Indoor Home Improvement Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
Table 4-7: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-8: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-9: Selected Boomer Traits Favoring Agreement with Statement: "I' m Looking For New Ways to Improve My Home," 2007 (percent and index of U.S. adults age 45-64)
Table 4-10: Attitudes Related to Home Media: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-11: Attitudes Related to Home Media: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-12: Attitudes Related to Home Media: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-13: Television Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-14: Television Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-15: Home Computer Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-16: Home Computer Purchase and Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-17: Home Computer Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-18: Household Computer Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-19: Household Computer Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-20: Household Computer Use: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-21: Demographic Composition: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
Table 4-22: Selected Household Attitudes and Characteristics: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
Table 4-23: Boomer Segments Taking Care of Someone with an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
Table 4-24: Caregiver Indices for Selected Ailments or Diseases: Female, Male, Older, Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-25: High-Indexing Demographic Traits for Boomers Who Are Taking Care of Someone With an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
Table 4-26: Boomer Segments Taking Care of Someone With Alzheimer' s Disease, 2007 (percent, number and index of U.S. adults age 45-64)
Table 4-27: Boomer Traits Favoring Agreement with Statement: "People Have a Duty to Recycle," 2007 (percent and index of U.S. adults)
Table 4-28: Household Recycling Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults age 45-64)
Table 4-29: Household Recycling Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)

Chapter 5: Boomers at Work

Social Security a Mixed Blessing for Potential Retirees
Longer Working Life No Surprise, Especially for Younger Segment
Figure 5-1: Boomers as Full-Time Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
Widespread Skepticism RE Social Security' s Staying Power
Applying Early: The Leading Edge Hedge
Financial Needs and Fulfillment Keep Boomers on the Job
Employee Health Benefits Add Incentive to Keep Working
Squeezes in Government Pension, Healthcare Plans Extend Boomer Working Lives Internationally
Employers Fear Boomer "Brain Drain"
Sense of Purpose, Belonging Continues to Motivate
Australians, Canadians Value Active Minds, Personal Freedom
Career, Contribution Valued: It' s Not Just a Job
Financial Wealth Emblematic, But Just Part of Boomer Work Ethic
Highest Earners Foreground Control, Dedication to Career
Figure 5-2: Indices by Selected Boomer Traits for Agreement with Statement: "I Look at the Work I Do as a Career, Not Just a Job," 2007 (U.S. employed adults age 45-64)
Earners Below $100K Less Control Oriented; Value Family Time
For Boomers, Income Correlates with Career Commitment
Figure 5-3: Indices by Selected Boomer Traits for Agreement with Statement: "I Am a Workaholic," 2007 (U.S. employed adults age 45-64)
But "Success" Not Measured In Dollar Signs Alone
Figure 5-4: Indices by Selected Boomer Traits for Agreement with Statement: "Money is the Best Measure of Success," 2007 (U.S. employed adults age 45-64)
Workplace Generation Gap Challenges Boomer Patience
Experienced Boomers Annoyed by Gen-Y Newbies
Four Generations Now Butt Heads in Workplace
Employers Look for Ways to Ease Intergenerational Friction
Formative Years Key to Understanding Work Attitudes
Technology: Another Intergenerational Flashpoint
Boomers See Cell Phones as Tools, Not Toys
Figure 5-5: Boomer Use of Cell Phones for Personal or Business Purposes, 2007 (percent of U.S. employed adults age 45-64)
Trends in Internet Usage at Work Imply Better Boomer Boundaries
In Office Interaction, Boomers Prefer the Human Touch
Common Goals Lurk Behind Differing Work Styles
Boomer Loyalty Contrasts with Younger Workers' Get-Up-and-Go Tendencies
With Upcoming Desire for Flexibility, Boomers May Take Hint from Younger Workers
Telecommuting Combines Comfort of Home with Comfort of Paycheck
Most Will Stay in Current Job Until Retirement, But Dreams of New Enterprises Beckon
Figure 5-6: Boomer Indices for Selected Work Life Milestones in Last 12 Months, 2007 (percent of U.S. employed adults age 45-64)
Boomers Fear Layoffs, Forced Retirement
Loss of Job Can Mean Underfunded Future
Self-Employment a Viable Option
Male Boomerpreneurs Outnumber Females, But Gap Closing
Severance Pay Can Finance New Venture
Franchises Offer Independence and Structure
Bright Star Healthcare Combines Compassion with Standardized Operations
Home-Based Businesses Supplement or Replace 9-to-5 Gigs
Web-Based Retail: Low on Politics, High on Casual Dress
Multi-Level Marketing Offers Pre-Designed Program, Manageable Growth
Gradual Transition to Self-Employment an Increasing Trend
Especially for Boomer Women, Second-Career Planning is Key
Boomer Coaches Especially Attuned to Cohort' s Needs
Volunteering Can Provide Meaningful Work-Even Without the Pay
Even in Volunteering Boomers Ask "What' s In It For Me?"
Boomers Want Convenience, Fun, Transformative Experiences
Stamp Licking a Bore: Engage My Strategic and Administrative Skills
Online Volunteering Answers Need for Convenience, Recognition
Even the Brits Have Trouble Recruiting Boomer Volunteers
Speed Dating to the Rescue!
Boomers Still Prove an Elusive Target
Volunteerism Can Lead Boomers to New, Paying Positions
Table 5-1: Boomers as Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
Table 5-2: Boomers as Workers: Total Numbers for Boomers Overall vs. Selected Cohorts, 2007 (U.S. employed adults age 45-64)
Table 5-3: Boomers as Workers: Indices for Selected Cohorts in Relation to Boomer Norms, 2007 (U.S. employed adults age 45-64)
Table 5-4: Attitudes Related to Work Life: Employed Adults Overall vs. Employed Boomers, 2007 (percent and index of U.S. employed adults)
Table 5-5: Attitudes Related to Work Life: Indices for Younger vs. Older Employed Boomers, 2007 (U.S. employed adults age 45-64)
Table 5-6: Attitudes Related to Work Life: Indices for Male vs. Female Employed Boomers, 2007 (U.S. employed adults age 45-64)
Table 5-7: Attitudes Related to Work Life: Indices for Employed Boomers by Work Situation, 2007 (U.S. employed adults age 45-64)
Table 5-8: Attitudes Related to Work Life: Indices for Employed Boomers by Individual Employment Income Level, 2007 (U.S. employed adults age 45-64)
Table 5-9: Attitudes Related to Work Life: Indices for Employed Boomers by Marital Status and Presence of Children in Household, 2007 (U.S. employed adults age 45-64)
Table 5-10: Attitudes Related to Work Life: Indices for Employed Boomers by Race/Ethnicity, 2007 (U.S. employed adults age 45-64)
Table 5-11: Work Life Patterns: Percentages of Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
Table 5-12: Work Life Patterns: Total Numbers for Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
Table 5-13: Work Life Patterns: Indices for Adults 18-44 vs. Boomer Adults 45-64, 2007 (U.S. employed adults)

Chapter 6: Boomers on the Road

Boomers Defy Convention in Vehicles and Vacations
Attachment to Automobiles Unlikely to Wane
SUVs, Trucks Still Popular Despite Gas Prices
Ability to Handle Rough Terrain Valued
SUVs Associated with Active Lifestyles
Figure 6-1: Indices by Selected Boomer Traits for Agreement with Statement: "An SUV Matches My Active Lifestyle," 2007 (U.S. adults age 45-64)
SUVs, Trucks May Need Image Makeover to Hold Boomer Hearts
Female Boomers Stress Safety; Males Big on What' s Under the Hood
But Flashy Ride Not as Important as Getting to Destination
Resurgence of Muscle Cars Fueled by Youthful Yearnings
Internet Makes Parts, Restoration, Advice Widely Accessible
Muscle Car Auctions a Growing Trend
Vintage Perfection Can Outprice Even New Versions of Classic Cars
Forget Midlife Crisis: Fast Rides Signify New Youth, Not Lost Youth
Muscle Motorcycles Promise "Bad Boy" Speed, Adrenaline
New or Vintage, Motorcycles Feed Taste for Open Road
Median Age of Motorcycle Owners Rises Steadily, to Over-40
Figure 6-2: Indices for Selected Boomer Traits Favoring Motorcycling "Every Chance I Get," 2007 (U.S. adults age 45-64)
Injuries May Accompany Boomer Motorcycle Ownership
"Idealism Gene" Opens Minds, Pocketbooks to Green Options
Automotive Pollution Worries Increase with Age Bracket
Similar Worries by Gender, Marital Status, Income
Education, Politics, Region Are Clearest Indicators of Green Attitudes
Figure 6-3: Indices for Selected Boomer Traits Favoring Agreement with Statement: "I Worry About Pollution Caused by Cars," 2007 (U.S. adults age 45-64)
Hybrid Owners Skew Wealthy, Democratic, Educated, Active
Earth-Friendly Doesn' t Have to Be Drab
Toyota Prius Sparks Boomer Love Affair
Trucks, SUVs Step Up to Hybrid Plate
Natural Gas, Diesel Power Make Green Inroads
Mercedes-Benz Diesel Combines Fuel Efficiency and Luxury
Boomers Save Energy with Conventional Gas Power Too with Mini Cooper, Honda Element, Et Al
Honda Element Offers Low Maintenance, High Storage, Great Mileage
Boomers Seek Meaningful Experiences in Vacation Travel
Life Stage Influences Travel Choices
RVs Attract Young Boomers with Kids
Travel Tends to Increase Post-Retirement
Creature Comforts Key Even When Roughing It
Boomers Spend More Than Other Age Groups on Leisure Travel
Domestic Travel Common Across Boomer Cohort
Majority Prefer Domestic to Foreign Travel
Hispanics, Younger Boomers More Open to Foreign Adventures
Internet Research Facilitates Customized Travel
Figure 6-4: Indices by Selected Boomer Traits for Agreement with Statement: "I Like Vacations Where Activities Are Organized for Me," 2007 (U.S. adults age 45-64)
Diverse Interests United by Desire for Experiential Travel
Sports, Exercise Getaways Spell Big Fun for Outdoorsy Types
Figure 6-5: Boomer Percentage of Total Enthusiasts Who Participate "Every Chance Possible" in Selected Sports, 2007 (U.S. adults age 45-64)
Parents, Kids Share Hiking, Biking, Sports Adventures
Backroads Vacations Stress Fun, Bonding
Luxury Family Adventures Play Up Culture, Exercise, Education
Ecotourism Offers Sustainable Travel and Volunteer Options
Boomers Big on Voluntourism, As Long As Beds Are Comfy
Tour Companies Must Stand Behind Green Credentials
From Cruises to Sports Vacations, Single Boomers Mixing It Up
Hooking Up Part of the Appeal as Well
Girlfriend Getaways a Major Trend for Over-45 Cohort
Shopping, Theater Packages Attract Gal-Pal Travelers
"Mancations" Let Guys Be Guys
Travel Helps College Buddies Extend Their Yesterdays
Fairmont Mancations Offer Packages from Spa Treatments to Race Car Trials
Table 6-1: Vehicle Ownership and Acquisition: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-2: Type and Make of Most Recent Vehicle Acquired: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-3: Personal Vehicle Features and Spending Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-4: Attitudes Related to Travel and Transportation: Indices by Adult Age Bracket, 2007 (U.S. adults)
Table 6-5: Attitudes Related to Travel and Transportation: Indices for Female vs. Male Boomers, 2007 (U.S. adults age 45-64)
Table 6-6: Attitudes Related to Travel and Transportation: Boomer Indices by Household Income Level, 2007 (U.S. adults age 45-64)
Table 6-7: Attitudes Related to Travel and Transportation: Boomer Indices by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 6-8: Attitudes Related to Travel and Transportation: Boomer Indices by Race/Ethnicity, 2007 (U.S. adults age 45-64)
Table 6-9: Participation in Selected Sports "Every Chance I Get": Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-54)
Table 6-10: High-Index Boomer Traits for Motorcycling "Every Chance I Get," 2007 (percent and index of U.S. adults age 45-64)
Table 6-11: High-Index Boomer Traits for Agreement with Statement: "I Worry About Pollution Caused by Cars," 2007 (percent and index of U.S. adults age 45-64)
Table 6-12: Domestic Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-13: Foreign Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-14: Selected Travel-Related Habits: Percentages by Adult Age Bracket, 2007 (U.S. adults)

U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road

Table of Contents

Chapter 1: Executive Summary

Chapter 2: Lifestyles and Demographics

Chapter 3: Health and Anti-Aging

Chapter 4: Boomers at Home

Chapter 5: Boomers at Work

Chapter 6: Boomers on the Road