The values of Baby Boomers

Through understanding the values of Baby Boomers, you can get to grips with what motivates, discourages and engages them. 

Work

• Have the perspective that a job is for life. 
• They have the mindset hard work = success 
• They live to work. 
• Desire structure/hierarchis/formal behaviours 
• Their identity is linked to their professional life. 
• Appreciate efficiency. 

Money

• 
  
• Desire’s salary growth   
• See’s the importance of savings 
• Aim to invest. 
• They have the mindset that money doesn’t grow on trees. 
  

Authority

• They have a love/hate relationship with authority.  
• They believe in institutions. 
• Tend to be more wary of “new” ideas and technology. 
• Values teamwork but with structure  
• Hold the viewpoint of ‘respect your elders and betters’. 

Life

• Focuses on health and wellbeing. 
• Doesn’t want to continue being stressed. 
• Thinks that fun comes when you retire. 
• Are against being referred to as OAP’s. 
• Very expectant in terms of pension and their quality of life