The Boomer Revolution

Enjoying a life expectancy some 25 years longer than that of their parents, baby boomers (the flood of children born in post-WWII North America) are hitting retirement age. And, like all things boomer, this ain't your grandparent's golden years. Among other pursuits, continuing physical competition is a hallmark of boomers—even in their senior years—as evidenced here, for example, in the Canadian Master's Swimming Championships. In the past, swimmers over 50 would see few others in their age group, but now more than half of the competitors are 45-65 years old. And it's not just swimming: all sports, including road and mountain biking, skiing, and even women's hockey now feature boomers, and the growing pace is expected to continue for the next 20 years. The sheer number of boomers is also shaking the advertising industry (boomers account for two-thirds of consumer spending in the U.S.), with many marketers following boomers from their youth up through their golden years (gold in the sense of the trillions of dollars that boomers either spend or leave to their families). The boomer's approach to life can be traced back to the influence of Dr. Benjamin Spock, who in his writings encouraged parents to encourage self-esteem and independence in their children. Boomers will certainly enjoy this tribute, while their children and grandchildren may learn more about where our next generation of seniors came from, and where they are headed. Recommended. Aud: P. (C. Block)