Boomers Research

Who are Canada’s Baby Boomers? Born 1946-1965, came of age amid the stability and prosperity that followed World War Two. Although not everyone in this generation was as politically committed as stereotype would suggest, Baby Boomers in Canada did lead the way toward greater gender equality, racial equality, and gay rights. Today, on average they retain the egalitarian values of their youth, rejecting patriarchy and sexism, and scoring in line with younger Canadians when it comes to acceptance of flexible definitions of family, including same-sex couples. Although Canadian Baby Boomers overall haven’t become more politically conservative with age, they have become more risk-averse and more uneasy about change and complexity. As these Canadians move into retirement, on average they don’t feel especially optimistic about the future or about their financial prospects, and they express a longing for simplicity.

Explore the Boomer social values segments

Baby Boomers Research

Who are Canada’s Baby Boomers? Born 1946-1965, came of age amid the stability and prosperity that followed World War Two. Although not everyone in this generation was as politically committed as stereotype would suggest, Baby Boomers in Canada did lead the way toward greater gender equality, racial equality, and gay rights. Today, on average they retain the egalitarian values of their youth, rejecting patriarchy and sexism, and scoring in line with younger Canadians when it comes to acceptance of flexible definitions of family, including same-sex couples. Although Canadian Baby Boomers overall haven’t become more politically conservative with age, they have become more risk-averse and more uneasy about change and complexity. As these Canadians move into retirement, on average they don’t feel especially optimistic about the future or about their financial prospects, and they express a longing for simplicity.

Explore the Boomer social values segments

Click on a Baby Boomer segment to learn more about the values that define them.

Connected
Enthusiasts

Anxious
Communitarians

Autonomous
Rebels

Disengaged
Darwinists

Connected Enthusiasts

Who They Are

“Live for today” are words to live by for this group of Boomers, who are always on the lookout¬ for new experiences, including intercultural ones, and new exercises in self-exploration. Connected Enthusiasts are creative and see experimentation as an essential part of life. While they know they need money to live the lives they want, they would never let their work keep them from the things they enjoy. Although committed to pleasure, these Boomers don’t just think about themselves; they try to be responsible consumers, supporting businesses with good social and environmental practices.

Demographic Highlights

	Most likely Boomers to live in the Atlantic provinces
	Most likely Boomers to be separated, divorced or widowed
	Most likely Boomers to live in a rural area

Key Social Values

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Anxious Communitarians

Who They Are

Anxious Communitarians place great importance on social status, and seek many ways to convey their status to others. They feel strongly about conveying their status through their professional role, title, and position. They send status signals through the brands the display and the products they consume. (These Boomers love to shop, and appreciate a good sale.) And they continue to respect traditional institutions and communities, drawing comfort and meaning from their family and community roles.

Demographic Highlights

	Most likely Boomers to be immigrants
	Smallest share of Boomer cohort (about one in ten)
	Most likely Boomers to be French-speaking

Key Social Values

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Autonomous Rebels

Who They Are

Skepticism and the questioning of authority make Autonomous Rebels stand out in their Boomer cohort. Often highly educated, this group sees knowledge as a key to life: it delivers both outward status (through career and social success) and inner fulfillment. Socially, they are liberal-minded; generally embracing feminism and gay rights, they continue to take to heart the political slogan of their youth: the personal is political. When it comes to spending, they choose function over frills, but will pay for quality and convenience.

Demographic Highlights

	Most likely Boomers to have a University or higher education
	Most likely Boomers to earn over $150K
	Most likely Boomers to live in BC

Key Social Values

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Disengaged Darwinists

Who They Are

The largest of all our population segments, Disengaged Darwinists represent nearly half of all Boomers – and about one in ten Canadians overall. Unlike their more idealistic age peers, these Boomers tend to take a hard-nosed, ‘every man for himself’ philosophy. They crave stability and they prioritize self and family over community and wider networks. For this group, work is mainly about making money to gain financial security and stability; meaning and fulfilment are secondary considerations at best. Valuing security over brand names and creature comforts, Disengaged Darwinists tend to be thrifty. When it comes to saving their money, they take a slow and steady approach.