A Pivotal Moment in Time
Understanding what motivates and inspires Boomers and Gen X since 2022
“You can live to be a hundred if you give up all things that make you want to live to be a hundred.”
– Woody Allen
A pivotal moment in time for the baby boom generation
Where were you when you heard President John F. Kennedy was shot in Dallas? Where were you when you heard he had died? If you were old enough to be aware, you can probably remember both places. For the aging baby boomer generation, few events had the impact of the assassination of JFK. By comparison, the deaths of his brother and Dr. Martin Luther King seemed like sad summer reruns. The JFK assassination seemed to mark the end of an era of optimism spawned by the end of World War II, and the beginning of a period of social and political turbulence. The shooting in Dallas was perhaps the defining leading edge of the mass-media spectrum that extends across today’s Word Wide Web and Starlink constellation. The extensive coverage, including Walter Cronkite’s emotional announcement on CBS, left a lasting impression, coloring our understanding of today’s current events. The assassination shattered the sense of innocence and idealism that characterized the early 1960s. It influenced the art, music, and literature of the time.
Have advertisers accidentally canceled comedy by being too purposeful?
Perma-crises, cancel culture and impending annihilation make for a heady mix of morning headlines. Surely, against this backdrop, audiences are crying out for a bit of light relief in the form of an ad that puts a smile on their faces? Unfortunately, there is a catch - these perma-crises aren’t something to laugh at, leading to an era of purpose-driven marketing. As creatives and an industry, we are, of course, defined by the times we are living through. But have we - in our attempt to ensure our work is meeting the mood music and appealing to everyone - also lost our sense of humor?
Astounding 68% of Gen Z adults are choosing to live at home. A reshaping of the American Dream?
Bucking the time-honored tradition of “leaving the nest,” an astounding 68% of young Gen Z adults are choosing familial confines as opposed to independent living, thus weaving a complex narrative of economic, social and familial ties in modern America. What’s more, Millennials aren’t far behind with 20% struggling with leaving the nest and still residing in their parental homes. But, what does this mean for our society, economy and the individuals involved? Digging into the data reveals a tale of generational adaptation, financial pragmatism, and evolving familial structures that are reshaping the American Dream.
Boomers say they need $124,000 a year to feel happy, while millennials require a staggering $526,000 salary — what's behind this huge gap?
What does happiness look like? It includes being able to pay bills on time (67% of respondents), living debt-free (65%), affording everyday luxury items without worry (54%), spending on experiences with loved ones (53%) and owning a home (45%). But what’s drastically different among Americans is the price they put on happiness. Baby boomers, for example, say they would require an annual salary of just $124,000 to feel happy. Millennials, on the other hand, say they’d need a whopping $526,000 a year to spark joy in their lives. Here’s why the numbers may vary, and the one thing most Americans agree is key to financial security.
The huge baby boom generation is retiring so it’s probably no coincidence that 55+ active adult and senior living communities are growing by leaps and bounds. But they aren’t the same kinds of communities with important differences
“The living preferences of baby boomers are changing, as this population wants to stay independent and lead an active lifestyle,” the authors wrote. “Thus, post-retirement, they prefer to relocate to communities that have residents with shared values and not senior living or assisted living facilities.”
Join the next creative revolution to inspire everyone who has lived for revolutions. Contact us today.