The Enduring Influence of Baby Boomers: How They Continue to Shape Society and Culture

Blog 11 - by Wayne Burt

I am a Baby Boomer. I am part of a group, unlike any in history, that has witnessed great political, scientific, societal, and technological changes that have shaped the United States and the world.

What is a Baby Boomer?  For the uninitiated and most under the age of 30, a ‘Boomer’ is part of a group of individuals born between the end of World War II and the mid-1960’s.  What makes us special is that we are the longest-living generation in history (so far) and, collectively, hold around 52% of household wealth (as of the end of 2023).  Furthermore, we are poised to pass down an estimated $84 trillion in wealth to younger generations and charitable organizations, between now and 2045 (if we don’t spend it all first).

We have been a pivotal force in shaping modern society. We not only challenged the norms of our time but also laid the foundation for the world we live in today. Our impact is felt across various facets of culture, technology, and social movements. This blog post delves into our defining characteristics, values, and the legacy we continue to impart.

Sheer Size and Its Implications

The sheer size of this generation, numbering approximately 76 million, has had a profound impact. This Boomer generation has stretched and reshaped American society, influencing everything from consumer markets to social movements.

A Generation of Firsts: Baby Boomers were the first generation to:

• Grow up with television as a staple of daily life, with shows like "Gilligan's Island" and "The Twilight Zone" shaping cultural conversations. First generation to transition to color TV from black & white.

• Embrace rock and roll music, using it as a form of rebellion and self-expression.

• Witness significant technological advancements, from black and white television, 8-track tapes, to the age of smartphones and the internet.

• Integrate moral values into the workplace, seeking alignment between their jobs and their socio-political beliefs.

• Played key roles in the civil rights movement, the women’s movement, and environmental advocacy. Their activism transformed societal norms and inspired future generations. Their embrace of rock and roll as a form of rebellion further cemented their cultural influence.

• Although not digital natives, Boomers have adapted to technology, using social media and digital tools to stay connected and informed. By 2013, 78% of Boomers were online, with one-third describing themselves as “heavy internet users”.

The Spirit of Anti-Establishment

Looking back, we Baby Boomers truly embraced an anti-establishment spirit. We grew up in an era of unparalleled prosperity and significant social upheaval, which fueled our desire to be catalysts for change. We were at the forefront of the civil rights movement, the women’s movement, and environmental advocacy—driven by our belief in fighting for a better world. Our activism not only reshaped societal norms but also inspired future generations to continue the journey toward progress.

Music That Defined a Generation

Reflecting on the musical revolution of the '60s and '70s, it's clear how pivotal music was in shaping our identity as Baby Boomers. With transistor radios in hand, we discovered sounds that deeply resonated with our values and experiences. Rock and roll became our anthem of freedom and rebellion, led by icons like The Beatles and The Rolling Stones. The emergence of the Motown Sound highlighted Black artistry and culture, inspiring future musicians across all genres.

Shows like American Bandstand and The Ed Sullivan Show brought this music into our living rooms, solidifying our cultural impact. For us, the music of that era was more than entertainment; it was a powerful catalyst for social change.

Television:  The Boomer’s Face Book

On our upbringing, we Baby Boomers were the first generation to have television as a staple in our daily lives. Iconic shows like Gilligan’s Island, Happy Days, and The Twilight Zone did more than entertain us—they mirrored and influenced cultural conversations. These programs addressed social issues, making them accessible to a wider audience. Television became a vital platform for dialogue and change, reinforcing the idea that media could serve as a powerful force for social reform.

Defining Moments

Reflecting on world events, Baby Boomers experienced pivotal moments depending on their birth years. Those of us born between 1946 and 1955 came of age in the 1960s and were deeply influenced by events like the assassinations of political leaders, the Cuban Missile Crisis, and Woodstock. We were characterized by our experimental spirit, individualism, and commitment to social causes.

On the other hand, those born between 1956 and 1964 faced defining moments such as Watergate and the Cold War. This group often became more cynical and distrusting of government, shaped by the turbulent political climate of their formative years. This divergence in experiences highlights how our generation was not monolithic, but a rich tapestry of diverse voices and perspectives.

Key Boomer Values

Baby Boomer Values

Baby Boomers are renowned for their strong values, which have significantly shaped their generation and continue to influence society.

• Hard Work: Often termed the “workaholic” generation, Boomers were raised by parents who lived through the Great Depression and World War II, instilling in them a deep appreciation for hard work. Many Boomers maintain their dedication to work, choosing to stay active and productive well into their retirement years.

• Individualism: Growing up during periods of profound social change, such as the civil rights and women’s liberation movements, Boomers developed a strong sense of personal freedom and self-expression. This focus on individual achievement earned them the nickname “Me Generation.”    

• Optimism: Despite witnessing significant social and political upheaval, Boomers remain optimistic. They believe in the power of hard work and perseverance, viewing themselves as idealistic and passionate about making a difference in the world.

• Family: Family holds great importance for Boomers. Many grew up in large families and value close relationships with siblings and extended family. As parents, they prioritized their children’s education and upbringing, often working long hours to provide for them.

• Consumerism: Raised in an era of economic prosperity, Boomers have a love for material goods and capitalist consumerism. They have been eager consumers of new products and technologies and continue to drive consumer spending in sectors like healthcare and travel.

Baby Boomer’s Today

The Baby Boomers have shaped the world we live in, having been catered to, criticized, studied, and marketed to since their early days in post-war suburbs. Today, they navigate the challenges of balancing caregiving and work, enjoying retirement, advancing their careers, or finding care for themselves. Let's explore how this influential generation continues to impact everything from child-rearing practices to senior care with these interesting contemporary Boomer facts:

1. Online Presence: 78% are active online, with many engaging in social media and spending more time online than Millennials.

2. Turning 65: Since 2011, 10,000 Boomers reach the age of 65 each day.

3. Foreign-Born Boomers: The number of Boomers born outside the U.S. is rising, with approximately 10 million living in America.

4. Thriftiness: 79% prefer store brands over name brands, reflecting their value-conscious nature.

5. Health Concerns: Boomers are five times more likely to have Hepatitis C, highlighting the need for health screenings.

6. Geographic Concentration: Maine has the highest percentage of Boomers, comprising 36.8% of its population.

7. Education: States like Colorado have over 69% of Boomers with some college education.

8. Political Influence: The past four U.S. presidents were Boomers.

9. Financial Support: 59% provide financial assistance to adult children aged 18 to 39.

10. Active Lifestyle: Boomers like Jerry Seinfeld and Stevie Nicks defy the "senior citizen" stereotype with their energy and activity. This mirrors the current lifestyles of Boomer's today who are traveling, engaged in sports (mostly pickleball) and other leisurely pursuits-post retirement.

Aging Out

As Baby Boomers age, conversations around retirement and aging have become increasingly pertinent. Many of us are choosing to delay retirement, with a significant number expressing that they may never retire at all. This reluctance is driven by our desire to stay engaged and active in a society that often marginalizes the elderly.

With 10,000 Boomers turning 65 each day, our influence on societal attitudes toward aging is undeniable. We are redefining what it means to grow older, challenging stereotypes, and advocating for a more inclusive perspective on aging. Our generation continues to shape and inspire, even as we navigate this new stage of life. As Boomers age, they continue to redefine aging, and their influence will persist for decades, shaping societal attitudes and inspiring future generations.

Conclusion

Reflecting on the remarkable journey of the Baby Boomer generation, we see how their influence has been both profound and transformative. Growing up during times of immense change, Boomers were at the forefront of cultural, social, and technological revolutions. Their pioneering spirit challenged societal norms, and their activism in movements like civil rights and environmental advocacy reshaped our world.

Boomers embraced new technologies, from the advent of television to the rise of the internet, adapting and redefining how we connect and communicate. Their love for music, particularly the rock and roll of the '60s and '70s, became anthems of freedom and rebellion, resonating across generations. Television shows that were staples of their youth not only entertained but also sparked important cultural conversations.

As they age, Boomers continue to challenge stereotypes about growing older. Many are redefining retirement, choosing to remain active and engaged in a society that often overlooks the elderly. Their experiences highlight the importance of valuing wisdom and fostering inclusivity across all age groups.

In a world where generational divides can seem vast, it's crucial to recognize the contributions of Boomers. Their legacy of resilience, innovation, and cultural impact continues to inspire younger generations. By understanding their past and appreciating their journey, we can better navigate the future, building a society that values the insights and contributions of all ages. The story of the Baby Boomers is not just a chapter of history—it's an ongoing influence that shapes our present and future.