With the end of World War II, more than four million Australians were born between 1946–1961. Since their birth, the now iconic ‘baby boomers’ have consistently represented social and economic change. Now aged 54 – 69, their generation will be the next key demographic to choose aged care providers.
As they’re predicted to put a greater strain on aged care, hospitals and pensions, baby bombers will, without a doubt, provide unique challenges to Australia’s aged care landscape; though not all of these challenges will be related to numbers. The baby boomers will be the first generation to enter aged care, who are characteristically very different from previous generations.
To understand the potential challenges and distinctive needs of this generation it is integral that aged care practitioners understand the baby boomer ethos, their values and the mentality behind the way they spend their money.
The baby boomers grew up to the early sounds of rock-and-roll, Elvis and Chuck Berry. As the post war era brought new prosperity this generation began to question the traditional social structure of our nation. Dressed in blue jeans and t-shirts they rebelled against their parents, church and government. For the first time the term ‘juvenile delinquent’ was used in the press. They were to become the change makers, with a legacy that still shapes global politics and society today.
They collectively took control of popular culture and changed our national values. They attended Woodstock and marched against the Vietnam War. They saw Indigenous Australians get the vote, and put Gough Whitlam into power, the first change of government intwenty-three years. They mobbed the Beatles on their Australian tours and wore mini skirts to The Melbourne Cup. From the 60’s to the 70’s boomers pushed boundaries, created unprecedented cultural impact and caused social havoc.
By the 70’s many boomers had a disposable income. With their influence on cultural change also came an influence on the consumer landscape. They had become known as ‘Generation Me,’ a persistent label that depicted the boomers as self involved, hedonistic and narcissistic. They wanted more than previous generations and it was easy to get it: whether it was spiritual, physical or material satisfaction. The old restrictions on what constituted ‘acceptable behaviour’ were breaking down and the unemployment queues of the mid 1970s were yet to come.
They created the framework for the consumerist market we have today. McDonalds rapidly expanded when they were teenagers, Toyota took off when they were young adults and overseas travel boomed when they had disposable incomes. Within their spending trends, there has been a consistent emphasis on individual health, travel and wellbeing. This isn’t going to change as they look for suitable aged care. In the 1980’s they embraced the materialism of the boom period. As the economy strengthened, boomers fell in love with spending. They embraced carefree consumerism; they wanted it all and they wanted it now. Enter the ‘yuppie’, a term now forever enshrined in our cultural psyche. Young, urban professionals were the creation of boomers and their glamorisation of individual consumption and low savings lifestyle.
Boomers created health and exercise fads. Think Jane Fonda in 80’s work out attire. They embraced eastern spirituality and made yoga fashionable. It may be the boomers wish for eternal youth, it may be that ‘wellness’ education became paramount, but throughout their lifetimes they emphasised health, fitness and nutrition.
So what are they doing now?
According to ABS
Persons aged 65+ in Australia will increase by 84.8% from 3.1 million to 5.7 million between 2011 and 2031.
Baby boomers hold over 40% of Australia’s net wealth.
80% of them own their houses outright.
A third of the boomers are entering their older years without a spouse or de facto and compared to the previous older age generation, boomers are twice as likely to live alone.
43% have completed secondary school and a fifth of them hold bachelors.
14% are childless.
37% of the boomers have no private health cover
And they are more ethnically diverse with 31% of them having been born overseas.
When boomers hit aged care, they will be radically different from the previous generation and will therefore need a radically different service. More of the same will just not cut it.
Their experiences and expectations are already exceptionally different from those generations before them; they’re healthier, more active, have a higher life expectancy, are highly educated and tend to emphasise good living standards. They differ in a myriad of ways from the previous generation of aged care recipients, all of which will have a major influence on the types of aged care they seek, need, want, can and will pay for.
Just as they’ve redefined every category of demographic on their way through, the boomers will no doubt redefine retirement and old age. They’ll change the way we look at old age and they way we provide for it.
The baby boomers will bring about a New Old Age, meaning they’ll need New Old Aged Care to fit their expectations.
Cait Kelly
Cait Kelly is the daughter of baby-boomers and has experienced first hand their values, experiences and expectations!