The Boomer Divide: 1954

Demographers, sociologists, and, perhaps most important, marketers don't fall into the trap of assuming everyone born between 1946 and 1964 can be defined neatly as baby boomer. One category for an entire generation? That only works for distant history. When the people are still alive—and visible for observation—a single category is too broad.

Enter the year 1954. At least for now, it's the dividing line between early boomers and late boomers and speaks more to the childhood experiences of the sub-groups than to any actual event of 1954. Early boomers know VietNam. Late boomers know Charlie's Angels.

You might call that having your outlook shaped by socio-historical context. Or more colloquially, you are who you were when. Me? I like to refer to Judy Harris's theory of group socialization: the child's peer group in ages 6 to 12 is the greatest influence on personality development. Whatever is influencing the group and however the group responds to the influence will drive a lot of that development. I know, I know, that always sparks debate. But even after we debate it, I will still stick with Harris.

Current affairs application of 1954 as the boomer divide:
The LA Times used the idea of early versus late boomers to help explain President-elect Obama's approach to politics and governing (and the approach of his cabinet picks, too).

© 2008 Mary Bold, PhD, CFLE. The content of this blog or related web sites created by Mary Bold (www.marybold.com, www.boldproductions.com, College Intern Blog) is not under any circumstances to be regarded as professional, legal, financial, or medical advice. Or education advice. Or marital advice. Or even a tip.

2011 is coming

The boomer identity: Baby boomers (everyone born in the U.S. between 1946 and 1964) form the largest generation cohort in history. Our impact has already been huge (we produced the baby boomlet, for example) and we will likely live longer than any previous generation. Barring a global disaster that affects longevity, we will work to retirement, retire, and then possibly work some more in ways that will influence the U.S. economy for the next half-century. Our housing and health care decisions will impact not just our own generation but the next one, too, both at the macro (economy and social supports) and micro (family and community) levels. In short, we will expect the next generations to support us, sometimes financially. And in a fashion reminiscent of our own coming-of-age in the 1950s and '60s and '70s, we will be loud and demanding.

2011 is coming: In conversation with a young relative, I asked when we would gather for her high school graduation. She said, "2011" and I exclaimed, "that's the start of boomer retirements—what a year!" And she had no clue as to what I was talking about. Will the first wave of boomer retirements eclipse her milestone of high school graduation? Of course not. But her rite of passage will be part of a very busy year because even though a lot of boomers will not be able to retire in 2011, even a fraction of them taking retirement will make news. 2011 is coming.

On a personal note: Call me Lida. It's a nickname, so if you want to know more about me you'll have to search my professional name, Mary Bold. What you'll find is my identity as a consultant and teacher and author. I work in the fields of higher ed assessment, distance learning, and family studies. The overlap for this column is my academic discipline, family studies. I come to the topic of demographics with an intense interest in how families operate and I take a socio-historical view of all things normative-adaptive. (That's a fancy way of saying that I do not think the family or society is in decline. I consider all changes to be adaptive, and I consider change inevitable.) And I come to the topic of boomer women with intense self-interest. I was 40 years old before I realized that most of my assumptions about health, wealth, and retirement were wrapped up in a "package deal" of spousal benefits. Of course, that package doesn't fit today's realities. I had to replace that generational mindset and look for new ways to navigate middle age and plan for retirement. I am adapting.

~ Lida