Changes are needed as baby boomers become golden boomers

Society needs to make some changes in its expectations as the population of senior citizens grows in the next few years, writes guest columnists Dave Earling and Deborah Knutson.

By Dave Earling and Deborah Knutson
Special to The Times

WE are fast approaching a demographic tsunami of older adults in every community across America. Nationally, the number of older adults will increase by 15 million over the next 10 years.

As baby boomers mature into golden boomers, older adults in Puget Sound will represent 23 percent of the region by the end of this decade. The population of seniors in Snohomish County will double, adding an additional 100,000 people over the age of 60 (about the size of Everett). In the near future, there could be more walkers per capita than baby strollers.

The good news is that the next generation of retirees could be the healthiest, longest lived, best educated and most affluent in history. Many seniors are going to live well, fully benefiting from a strong pension plan or successful investment portfolio. However, this future will not be shared by all.

The percentage of workers who are confident about having enough money to live comfortably in retirement has dropped significantly, to an all-time low of 13 percent. Nearly one half of today’s pre-retirees expect to work into their 70s. Most seniors today do not look at their retirement as the “golden years.”

What about an aging population that outlives its personal savings and investments? What about the needs of people who live a quarter of century or more after retirement and need help with everyday life? Lacking easy answers, some have suggested seniors are a drain on our limited resources. Whether it is Social Security or Medicare, one only has to turn on the TV to hear about entitlements and government spending — elders are viewed as a population we cannot afford and have little to contribute.

Organizations across the nation that work with seniors know nothing could be further from the truth. Senior Services of Snohomish County is a nonprofit organization that serves more than 35,000 older adults, people with disabilities and their families each year. For more than a generation, we have responded to the needs of an aging population by providing safe and affordable housing, Meals on Wheels, handicap accessible transportation, and social and information services.

Every day we work with older adults — they are our neighbors, friends, parents and grandparents. These are the people who built our towns and cities, who fought our wars — from World War II to Vietnam. They have worked hard over a lifetime supporting their families and their communities. And when they ask for assistance, their strongest wish is to remain as self-sufficient and independent as possible — traits that America was built on.

Each and every one of us has a role to play in ensuring that older people, regardless of their income, have the opportunity to live with independence and dignity. We need to make a fundamental shift in our expectations to meet the challenges ahead. Speaking for an organization dedicated to the quality of life of older adults:

  • We expect elders to actively engage in their community.
  • We expect people to save for their retirement.
  • We expect everyone to take care of their health — (yes we are talking diet and exercise).
  • We expect the faith community to teach respect and compassion for elders.
  • We expect government to respond to people’s needs.
  • We expect individuals and businesses to share their resources.
  • We expect nonprofit organizations to use these resources efficiently and effectively.

Only when we have made these commitments will we truly be a community that embraces our elders. We are committed to fulfilling our role, and we invite you to join with us in meeting this challenge.

Dave Earling, left, is president of the Senior Services board of directors. Deborah Knutson is president of the Economic Development Council of Snohomish County


Baby Boomers, now Golden Boomers

From Wikipedia, the free encyclopedia

A baby boomer is a person who was born during the demographic Post-World War II baby boom. The term “baby boomer” is sometimes used in a cultural context, and sometimes used to describe someone who was born during the post-WWII baby boom. Therefore, it is impossible to achieve broad consensus of a precise definition, even within a given territory. Different groups, organizations, individuals, and scholars may have widely varying opinions on what constitutes a baby boomer, both technically and culturally. Ascribing universal attributes to a broad generation is difficult, and some observers believe that it is inherently impossible. Nonetheless, many people have attempted to determine the broad cultural similarities and historical impact of the generation, and thus the term has gained widespread popular usage.


United States birth rate (births per 1000 population). The blue segment is the postwar baby boom.[1]

In general, baby boomers are associated with a rejection or redefinition of traditional values; however, many commentators have disputed the extent of that rejection, noting the widespread continuity of values with older and younger generations. In Europe and North America boomers are widely associated with privilege, as many grew up in a time of affluence.[2] As a group, they were the healthiest, and wealthiest generation to that time, and amongst the first to grow up genuinely expecting the world to improve with time.[3]

One of the unique features of Boomers was that they tended to think of themselves as a special generation, very different from those that had come before. In the 1960s, as the relatively large numbers of young people became teenagers and young adults, they, and those around them, created a very specific rhetoric around their cohort, and the change they were bringing about.[4] This rhetoric had an important impact in the self perceptions of the boomers, as well as their tendency to define the world in terms of generations, which was a relatively new phenomenon.

The baby boom has been described variously as a “shockwave”[2] and as “the pig in the python.”[3] By the sheer force of its numbers, the boomers were a demographic bulge which remodeled society as it passed through it.

The term Generation Jones has been used by Jonathan Pontell to distinguish those born from 1954 onward from the earlier Baby Boomers.[5][6][7][8]



The United States Census Bureau considers a baby boomer to be someone born during the demographic birth boom between 1946 and 1964.[9] The Census Bureau is not involved in defining cultural generations.

Landon Jones, who coined the term “baby boomer” in his book Great Expectations: America and the Baby Boom Generation, defined the span of the baby-boom generation as extending from 1946 to 1964, when annual births declined below 4,000,000. They have since returned to higher levels in the “echo boom.”

Authors William Strauss and Neil Howe, well known for their generational theory, define the social generation of Boomers as the cohorts born from 1943 to 1960, who were too young to have any personal memory of World War II, but old enough to remember the postwar American High.[10]

The Golden Boomers are Baby Boomers who are retired or will retire from an occupation or profession.[11] As the Baby Boomers are defined in different ways, the Golden Boomers can also be defined differently. The characteristics pertaining to the Golden Boomers are unique compared to those of the Traditionalist, the Generation X, and the Generation Y in population studies. In particular, as January 1, 2011 which “officially” starts the Era of the Golden Boomers,” is approaching, the term “the Golden Boomers” begins to generate significant impact on worldwide populations.[12] Marketing firms and professionals have begun to use the phrase “Golden Boomers” in describing the particular segment of the market as the size of older population grows and the potentials for business activities around the Golden Boomers by many industries are recognized.[13]

In Ontario, Canada, one influential attempt to define the boom came from David Foot, author of Boom, Bust and Echo: Profiting from the Demographic Shift in the 21st Century, published in 1997 and 2000. He defines a Canadian boomer as someone born from 1947 to 1966, the years that more than 400,000 babies were born. However, he acknowledges that is a demographic definition, and that culturally it may not be as clear-cut.[14] Doug Owram argues that the Canadian boom took place from 1946 to 1962, but that culturally boomers (everywhere) were born between the late war years and about 1955 or 1956. He notes that those born in the years before the actual boom were often the most influential people among boomers; for example, The Beatles, Bob Dylan and the Rolling Stones. Those born in the 1960s might well feel disconnected from the cultural identifiers of the earlier boomers.[15]

Bernard Salt places the Australian baby boom between 1946 and 1961.[16][17]


Size and economic impact

Seventy-six million American children were born between 1945 and 1964, representing a cohort that is significant on account of its size alone. In 2004, the UK baby boomers held 80% of the UK’s wealth and bought 80% of all top of the range cars, 80% of cruises and 50% of skincare products.[18]

In addition to the size of the group, Steve Gillon has suggested that one thing that sets the baby boomers apart from other generational groups is the fact that “almost from the time they were conceived, Boomers were dissected, analyzed, and pitched to by modern marketers, who reinforced a sense of generational distinctiveness.”[19] This is supported by the articles of the late 1940s identifying the increasing number of babies as an economic boom, such as in the Newsweek article of August 9, 1948, “Population: Babies Mean Business”,[20] or Time article of February 9, 1948.[21] The effect of the baby boom continued to be analyzed and exploited throughout the 1950s and 60s.[22]

The age wave theory suggests an economic slowdown when the boomers start retiring during 2007–2009.[23]

Baby Boomers control over 80% of personal financial assets and more than 50% of discretionary spending power. They are responsible for more than half of all consumer spending, buy 77% of all prescription drugs, 61% of OTC medication and 80% of all leisure travel.[24]

Cultural identity

Boomers grew up at a time of dramatic social change. In the United States, that social change marked the generation with a strong cultural cleavage, between the proponents of social change and the more conservative. Some analysts believe this cleavage played out politically since the time of the Vietnam War to the mid-2000s, to some extent defining the political landscape and division in the country.[25][26]

In 1993, Time magazine reported on the religious affiliations of baby boomers. Citing Wade Clark Roof, a sociologist at the University of California at Santa Barbara, the articles stated that about 42% of baby boomers were dropouts from formal religion, a third had never strayed from church, and one-fourth of boomers were returning to religious practice. The boomers returning to religion were “usually less tied to tradition and less dependable as church members than the loyalists. They are also more liberal, which deepens rifts over issues like abortion and homosexuality.”[27]

It is jokingly said that, whatever year they were born, boomers were coming of age at the same time across the world; so that Britain was undergoing Beatlemania while people in the United States were driving over to Woodstock, organizing against the Vietnam War, or fighting and dying in the same war; boomers in Italy were dressing in mod clothes and “buying the world a Coke“; boomers in India were seeking new philosophical discoveries; American boomers in Canada had just found a new home and escaped the draft; Canadian Boomers were organizing support for Pierre Trudeau. It is precisely because of these experiences that many believe those born in the second half of the birth boom belong to another generation, as events that defined their coming of age have little in common with leading or core boomers.

The boomers found that their music, most notably rock and roll, was another expression of their generational identity. Transistor radios were personal devices that allowed teenagers to listen to The Beatles and The Motown Sound.

In the 1985 study of US generational cohorts by Schuman and Scott, a broad sample of adults was asked, “What world events over the past 50 years were especially important to them?”[28] For the baby boomers the results were:

  • Baby Boomer cohort #1 (born from circa 1946 to 1955), the young cohort who epitomized the cultural change of the sixties
  • Baby Boomer cohort #2 or Generation Jones (born from circa 1956–1964)
    • Memorable events: Watergate, Nixon resigns, the Cold War, lowered drinking age in many states 1970-1976 (followed by raising), the oil embargo, raging inflation, gasoline shortages, Jimmy Carter’s imposition of registration for the draft, punk or new wave from Deborah Harry and techno pop to Annie Lennox and MTV
    • Key characteristics: less optimistic, distrust of government, general cynicism
    • Key members: Douglas Coupland who initially was called a Gen Xer but now rejects it and Barack Obama who many national observers have recently called a post-Boomer, and more specifically part of Generation Jones[29][30][31][32]

Aging and end-of-life issues

As of 1998, it was reported that, as a generation, boomers had tended to avoid discussions and planning for their demise and avoided much long-term planning.[33] However, beginning at least as early as that year, there has been a growing dialogue on how to manage aging and end-of-life issues as the generation ages.[34] In particular, a number of commentators have argued that Baby Boomers are in a state of denial regarding their own aging and death and are leaving an undue economic burden on their children for their retirement and care.[35][36][37]

Impact on history and culture

An indication of the importance put on the impact of the boomer was the selection by Time magazine of the Baby Boom Generation as its 1967 “Man of the Year“. As Claire Raines points out in ‘Beyond Generation X’, “never before in history had youth been so idealized as they were at this moment.” When Generation X came along it had much to live up to and to some degree has always lived in the shadow of the Boomers, more often criticized (‘slackers’, ‘whiners’ and ‘the doom generation’) than not.[38] One of the contributions made by the Boomer generation appears to be the expansion of individual freedom. Boomers often are associated with the civil rights movement, the feminist cause in the 1970s, gay rights, handicapped rights, and the right to privacy.[19]