TREND WATCH


Boomers Seek a Second Chance


Every 7 seconds a new baby boomer turns 50 and many are "starting over" with new families, new caeers and new diplomas.


By Ellen L. O'Sullivan, Ph.D., CLP

THE AGING OF AQUARIUS

We've taken a look at the youthful Millennial generation and the genres and some of their patterns and preferences in previous columns. Now it's time to take a look at that "never trust anyone over 30" generation, the baby boomers. Call it an age quake, a geezer boom, or the aging of Aquarius, the maturing of these 76 million individuals born between 1946 and 1964 continues to have a big impact on life as we know it. Their arrival after World War II led to overcrowding in schools and the upsurge in Little League teams. Their trip into this next life stage is sure to create a commotion. Disney, for example, is ready for them with its new resort, the Disney Institute, specifically created with the boomers in mind.

Basic Boomer Facts:

. How quickly is it happening? Another baby boomer turns 50 every 7 seconds.

· How many of them will there be? By 2005, 42% of Americans over the age of 50 will be baby boomers with the number of 50-some-thing boomers expected to peak to 42.8 million in 2015.

. Are they ready for retirement? Not if you call the average boomer nest egg (excluding their home equity) of $1,000.

. Who will care for them in old, age? Approximately one of five boomer females never had children compared with 11% of women the same age in 1985; 17% of boomer women had one child and 35% had two.

What Should We Expect from Them?

This is a bit difficult to specify due to the range of ages and unpredictability of life events among this generation. After all, the ages of this cohort ranges from early 50s to mid 30s, so there are a number of gaps in life experiences between the two ends of the boom. The delays and differences in marriage and parenthood patterns make a difference as well. Some boomers are dealing with weight gain, receding hairlines, empty nests and other traditional midlife challenges while others are starting new careers, driving car pools, going back to school, and NOT acting their age.

Look for them to pursue:

· individualistic escapes

· healthy pleasures

· youthful opportunities

· quests for self-improvement and personal development

· customized leisure experiences

There slogan will be "reinvent not retire.

(Sources: The Boston Globe, May 1998 and Rocking the Ages by j. Walker Smith and Ann Clurman)

THE INGREBIENTS OF DESIRABLE COMMUNITIES

Home builders once relied upon sewers, sidewalks, tennis courts and golf courses to sell houses, but these "hard" amenities are being replaced by a new trend in construction called "soft infrastructure." Market Perspectives of Roseville, Ca., surveyed 500 recent home buyers in five master-planned communities in Florida, Virginia, Colorado, Nevada, and California (Los Angeles Times, 3/29/98). Results of the surveys reflecting attributes and amenities that make for a desirable community included the following:

. The top-rated, high-cost amenities were paved bike paths, walking trails, and community parks. The lowest-rated, high-priced feature were golf courses.

· One of the top-rated, less expensive choices of new homeowners were small neighborhood parks, simple play space within walking distance of home.



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