Boomers: Now and Next 2024–2025

Dive into what unites and divides consumers across generations

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There is an upcoming milestone in the Boomers’ generational journey. By 2030 they will all have reached the average Western retirement age of 65, supercharging a re-assessment of later life purpose along the way. 

Our Generations: Now and Next 2024–2025 report takes an in-depth look at key generational demographics – Boomers, Gen X, Millennials, Gen Z and Alphas – and their evolving attitudes to technologyworkfinanceeducationsustainability, and health and wellness over the next 3–5 years.

Purchase the Boomers: Now and Next report below, or opt for all five Generations: Now and Next reports. Members of LS:N Global get free access to the reports here.

: Hero Image: Celine Van Heel

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What's inside the report

Dive into the topics driving Boomers (born between 1946 and 1964), the key consumer behaviours brands need to know about and speculative future scenarios to 2030. 

: Drivers

What influences are shaping the future for Boomers? We explore the effects of a Demographic Flip as Western populations age; the Boomer search for Restored Purpose and meaning; the potential of more meaningful connections between generations to avoid the Boomer Burden growing; and how a focus on Boomers’ Record Wealth is eclipsing the prosperity gap within this generation.

: Insights

Here we explore the many ways in which Boomers are bucking the trends set by previous generations and approaching later life as a process of becoming rather than ageing.

Success & Achievement: The Financial Long-Gamers

Technology: Rise of the Techno-Boomers

Health & Wellness: Silver Sprinters, Golden Gap-ers and Well-cationers

Community & Identity: Boomer Bedrockers and Social Seniors

: Foresight

Here, we expand on speculative future scenarios to 2030, exploring: AI-ging and tech-boosted healthcare innovations; how a rejection of traditional models of ageing is creating a generation of Becomers; the Philanthropensioners fostering generational unanimity; and the flat-age exchange defining Grandpeers and Grandfriends

: Strategic Implications and Thought-starters

Actions and future considerations for brands and businesses. 

Image: Anastasia Shuraeva

Get the report

‘In 2021, one in 10 people worldwide were aged 65 or above. In 2050, this age group is projected to account for one in six people globally’

Source: United Nations

If you are an LS:N Global member you can access the reports here

Full collection (£850):  

Includes the 5 Generations reports (169 pages)

Individual reports (£250):




All reports and the on-demand online events are available with a subscription to our trends intelligence and consumer foresight platform, LS:N Global. Explore packages and book a demo here.


Explore Generations

With access to LS:N Global you can better understand consumer evolution with continual access to our Generations resource, updated regularly.


Read more

Born 1946–1964, Boomers are generally goal-orientated, self-assured and resourceful, having thrived off post-war prosperity and still intent on shaping the world their way.

Photography by Anna Shvets

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Gen X

Born 1965–1980, Gen X-ers are the smallest cohort yet inherently adaptable, the ‘bridgers’ realising their digital dreams out of an analogue upbringing.

Photography by RF Studio

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Born 1981–1996, Millennials are a cohort that is both civic-minded and dedicated to self-improvement.

Selfridges, UK

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Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Lapse, UK

Read more
Gen Alpha

Born 2013–2025 and wise beyond their years, this generation will be defined by their productivity and dedication to change.

Kidfluencer Starterkit by Doortje Smithuijsen and Joep van Osch

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