Who Are The Baby Boomers?
Anyone born between 1946 and 1964 is considered a “baby boomer,” which means they are currently between 62 and 80 years old. This generation controls a significant portion of the population at retirement age today and primarily consists of individuals who followed the silent generation. The term "baby boomer" originates from the post-World War II era. During that time, the American economy was flourishing, and there was a dramatic increase in births. Specifically, the United States alone produced over 76 million babies during this period.
According to the U.S. Census Bureau, there were nearly 73 million baby boomers in 2019. However, as most are now reaching or have already reached retirement age, this population is gradually declining. An analysis of Census data by the Population Reference Bureau indicated that there were roughly 69 million baby boomers in 2022. Even today, baby boomers represent the largest generation in U.S. history, although they were marginally surpassed by millennials in 2019.
What Is The Baby Boomer Generation Known For?
The baby boomer generation is the longest-living generation in history and is at the forefront of what many historians refer to as a “longevity economy.” The changing economic landscape and education system during this period resulted in many Baby Boomers accumulating significant wealth. In 2020 alone, baby boomers spent nearly $8.7 trillion on goods and services, a number projected to exceed $15 trillion by 2030.
One of the most notable aspects of this generation is its association with the rise of consumerism. Most baby boomers were teenagers between 1959 and 1983. Businesses began targeting specific demographics during boom-and-bust cycles, which contributed to the growth of consumerism. For nearly 25 years, a substantial teenage population captured attention due to their disposable income and freedom to spend. From 1946 to 1964, the number of households in the U.S. with televisions soared from just a few to over 90%. This surge provided a new platform for reaching large audiences and marketing products, leading to increased consumer spending. However, wealth and spending are not all that define this generation. Baby boomers are often regarded as hard workers who started with little but built substantial lives. This success came from their determination to work, earn a living, and advance in their careers, whether in corporate roles or blue-collar jobs.
Additionally, this generation is known for its significant political influence, leaving a lasting mark on American history. The U.S. government held its first draft lottery after World War II in 1940, when the oldest Baby Boomers were just 23 years old. This event solidified their impact on politics, with young people leading widespread protests and many boomers becoming active in political parties. Baby boomers have played prominent roles in recent U.S. leadership, notably during the presidencies of Donald Trump and Bill Clinton, as well as in Congress.
Beyond these characteristics, the baby boomer generation is recognized for its strong professional ethics, mental focus, discipline, and a strong desire for learning. These traits contributed to significant societal changes during their time. Between the mid-1970s and the 1980s, many boomer mothers entered the workforce, and Boomers began purchasing homes to accommodate their growing families. By the end of the 1980s, over 60% of baby boomers had home mortgages.
During this period, baby boomers experienced substantial changes, including polarizing political situations and rapid economic growth. In summary, this generation has played a pivotal role in shaping American institutions, leading to the construction of more schools, targeted marketing campaigns for teenagers, and adaptations in television media to appeal to this new demographic. It is clear that the baby boomer generation is one of the most impactful in history.
Baby Boomers' Important Characteristics
If you want to design eLearning experiences that truly matter, then learning as much as possible about your audience is the first step in the development process. Baby boomers are one of the largest generational groups in the learning sector today, especially as new retirees leave the workforce and look to take up new skills and online studies. Therefore, exploring the characteristics of baby boomers is essential before creating your next eLearning course.
Strong Work Ethic
Baby boomers aren’t afraid to put in a hard day of work. For many of this generation, some of their self-worth comes directly from their professional achievements. They acknowledge that success comes from dedicating a great deal of time and effort to their careers, which also means that they may find it difficult to find the perfect work-life balance. In terms of designing eLearning experiences for baby boomers, it’s essential to create bite-sized modules that allow learners to cover a particular topic in depth before moving on to the next. Otherwise, they may simply try to complete a lengthy eLearning course in one sitting and not fully absorb or retain the information. Their strong work ethic makes them motivated to learn as much as possible and do their very best, even if that means unintentionally overloading their mental processes.
Self-Assured
This generation is independent and self-assured. Baby boomers were raised during a turbulent time in history, growing up during the Civil Rights Movement, and were required to take on their fair share of responsibilities to fulfill their roles in society. This also means that they aren’t afraid to question authority if they disagree with the status quo. Although many baby boomers are inclined to follow societal rules, they will also express their opinions if they believe something violates their personal values or perspective. As eLearning professionals, we must take this into consideration when designing eLearning courses and create a feedback system that allows them to address their concerns and share their opinions. Additionally, you should give them control over their own eLearning experience, such as allowing them to decide which module to complete next or which online activity they would like to participate in.
Competitive
Baby boomers thrive on competition. One of their key motivators is the desire to climb to the top of the corporate ladder, or to achieve a high ranking on a leaderboard in the case of gamified eLearning, while striving to surpass their peers and co-workers. This is why incorporating badges, points, and rankings is often effective when designing for baby boomer audiences. However, it is essential to note that they respond more positively to intrinsic motivation than to extrinsic factors. While some may be motivated by tangible rewards, this generation is generally driven by internal factors, such as self-improvement and personal growth.
Goal-Centric
Unlike previous generations, the post-war baby boomer generation is highly focused on setting and achieving goals. They take pleasure in establishing personal and professional objectives, whether independently or through assignments. Therefore, it's beneficial to incorporate features like a progress bar or checklist in your eLearning course design, as well as milestones that learners must reach. This enables them to track their progress and accomplish smaller goals throughout the course, helping to maintain their focus and motivation.
Resourceful
Baby boomers grew up in a time when resourcefulness was essential. Many of their parents experienced the Great Depression, and they themselves lived through the Civil Rights Movement. As a result, people often had to make do with what they had. This generation knows how to make the most of available online activities, exercises, and technological tools. You can provide them with the basic resources they need to address a problem or challenge, then allow them the freedom to develop their skills using what they have. This approach also enables them to explore the subject matter on their own terms.
Mentally Focused
Unlike more recent generations, baby boomers have a remarkable ability to focus on a specific subject or topic. Their strong attention spans allow them to stay engaged during eLearning experiences. This characteristic often means they may take a bit longer to complete online assignments, as they carefully consider every detail and sub-topic. It's important to give them ample time to reflect on the material, absorb the key ideas, and commit them to their long-term memory before moving on to the next online module.
Team-Oriented
One of the defining characteristics of baby boomers is their strong sense of community. They thrive in team environments, whether in person or on social media platforms. Therefore, it is beneficial to incorporate numerous online group collaboration activities that allow them to solve problems with their peers and leverage the experiences and skills of others. Additionally, consider pairing them with younger generations, as this arrangement can provide valuable insights and advantages for both parties.
Disciplined
Baby boomers tend to prefer structure in their learning experiences. Many of them grew up in highly disciplined households, which has influenced their preferences today. While they appreciate the ability to navigate eLearning at their own pace, such as selecting their next module, they also benefit from having a pre-defined learning path that guides them toward their goals. Providing a schedule for them to follow and encouraging them to meet specific deadlines can be very effective.
Conclusion
Baby boomers may not be "digital natives," but technology can still serve as a valuable learning tool. The key to developing eLearning courses for this generation is to respect their personal experiences and integrate them into the learning process. By using this guide on baby boomer characteristics, you can create eLearning courses that consistently meet their unique needs.
If you want to learn more about engaging this particular target audience, read the article "Tips to Engage and Inspire Baby Boomers in eLearning." It offers eight helpful tips for creating motivational, inspiring, and engaging eLearning experiences tailored to your baby boomer audience.
