The Baby Boomer generation may not have the market influence it once did, but its size and financial flexibility makes it a group that cannot be overlooked.
Scott Stewart, Associate Director, Lifestyles & Retail
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Executive summary
- Key issues covered in this Report
- Consumer trends: key takeaways
- Market predictions
- Opportunities and challenges
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Consumer Insights
- The Baby Boomer consumer: fast facts
- The Baby Boomer consumer: fast facts
- Baby boomers' home lives
- Lifestyles of retired Baby Boomers
- Graph 1: employment status of 65-77s, 2023
- Graph 2: employment status of 59-64s, 2023
- Graph 3: consumers who have generally maintained their standard of living, Baby Boomers by marital status and home ownership, 2023
- Graph 4: consumers who have generally maintained their standard of living, Baby Boomers by source of retirement funding, 2023
- How almost-retired Boomers are feeling
- How Boomers are funding their retirement
- Graph 5: Baby Boomers' funding sources for retirement, 2023
- Graph 6: funding sources for retirement, employed vs retired Baby Boomers, 2023
- Graph 7: funding sources for retirement, Baby Boomer homeowners vs renters, 2023
- Baby Boomers' priorities
- Graph 8: top priorities over the next five years, overall vs Baby Boomers, 2023
- Graph 9: relaxing as a top priority, Baby Boomers by marital, homeownership and educational status, 2023
- Graph 10: travelling as a top priority, Baby Boomers by marital, homeownership and educational status, 2023
- Graph 11: relaxing vs travelling as a top priority, Baby Boomers overall vs Quebec Boomers, 2023
- Graph 12: top priorities for Baby Boomers over the next five years, 2018 vs 2023
- Graph 13: improving my health as a top priority, Baby Boomers by gender and marital status, 2023
- Baby Boomers' health concerns
- Graph 14: Baby Boomers' health concerns, 2023
- Graph 15: health concerns, overall vs Baby Boomers, 2023
- Graph 16: worry about mental health, Baby Boomers by current financial situation, 2023
- Baby Boomers and tech
- Graph 17: tech devices owned, overall vs Baby Boomers, 2023
- Graph 18: tech devices – I don't own this but I'm planning to get one soon, Baby Boomers, 2023
- Boomers' perspective on life
- Graph 19: life perspective, overall vs Baby Boomers, 2023
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Competitive strategies
- Advertising and marketing activity
- Opportunities
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The Market
- Market factors
- Graph 20: population by generation, 2022
- Graph 21: home ownership status, overall vs Baby Boomers, 2023
- Graph 22: employment status, overall vs Baby Boomers, 2023
- Graph 23: Percentage of paid workers covered by a registered pension plan, 2001-21
- Graph 24: less than $10,000 of total outstanding household debt*, by generation, 2023
- Graph 25: top concerns over the next six months, overall vs Baby Boomers, 2023
- Graph 26: visit website/platform daily, overall vs Baby Boomers
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Appendix
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