Most baby boomers research studies aim to define current attitudes and segment a market that dominates by its sheer size. Everything about this group has been the subject of scrutiny: their shopping behavior, media preferences, living arrangements, politics, and more recently, their views of retirement and needs for financial planning.
Few research efforts, however, take a longer view. How will baby boomers live out their lives over the next two decades—decades when the world will come to grips with unprecedented challenges and innovations? How will they navigate new ecologies of risk, highly politicized foodscapes, emerging sustainability practices, a renaissance of civil society, and a continuing personalization of faith? Boomers: The Next 20 Years seeks to answer these questions.Boomers: The Next 20 Years is a three-phase study of how baby boomers will age over the coming decades. The first phase mapped boomers’ 20-year horizon, identifying seven big stories that will shape their future. The second phase was an ethnographic study of boomers to define ten Action Types that help us understand how different boomers will make different choices as they confront the challenges of the future. The final phase uses these insights to create focused forecasts of the boomers’ world.
Project members can download these available Boomers forecasts:
- Ecologies of Risk
- The Changing Face of Civil Society
- Distinctive Frontiers of Technology
