BABY BOOMERS

Who?

Born between 1946 and 1964, Baby Boomers hold a large proportion of current leadership and senior roles.

Career characteristics

Having spent time advancing in their careers, Baby Boomers can frequently be found at the top of their field. Many are now capitalising on their knowledge and experience to move into self-employment, in sectors such as tourism, for example, as outdoor guides, and to explore part-time local opportunities. Between 2001 and 2015, the proportion of part-time selfemployed people aged 65 and over rose from 14% to 22%, making it increasingly likely that you’ll be interacting with selfemployed Baby Boomers in the tourism industry.

Baby Boomers tend to value classical ideas of equal opportunities, teamwork, open communication and striving for improvement. They’re often characterised as loyal and ambitious, although they have been known to be susceptible to ‘workaholism’1 as they advance their careers.

Work-life wants

Like Traditionalists, Baby Boomers appreciate the opportunities of flexible and part-time working, with only 17% of those over 50 favouring traditional ‘full stop’ retirement plans.

Having amassed a wealth of experience, Baby Boomers often value the chance to pass on their knowledge and expertise to younger colleagues. They tend to favour established methods of communication such as email and traditional presentations rather than instant messaging and interactive sessions, and value face to face communication and one on one meetings2