E: Thriving Boomers

Upper-middle-class baby boomer-age couples living comfortable lifestyles settled in suburban homes

5.88% of households and 6.87% of population

Who We Are

  • Aged 51-65
  • Household income $75,000-$99,999
  • 2 person household
  • Homeowner
  • Medium level of technology adoption

Key Features

  • Middle class
  • Suburban
  • Politically independent
  • Nature enthusiasts
  • Married couples
  • 60s/70s music lover



The three segments comprising Thriving Boomers feature empty-nesting couples in their 50s and 60s who reside in homes they’ve owned and lived in for 15+ years in cities and suburbs across the US. Most of the households contain childless couples who are approaching retirement. While some of their peers have migrated to active retirement communities, these folks are content to live in their mixed-age neighborhoods.
Thriving Boomers are concentrated in cities and suburbs including popular vacation destinations like Santa Fe, N.M.; Berkeley, Calif.; Vail, Colo.; and Nantucket, Mass. Their housing stock varies from older ranches to mountainside bungalows and beachfront condos. Although they’re nearly twice as likely as average Americans to live on large properties, they also enjoy a change in scenery from time to time, as seen in the many who own vacation homes.
An educated group, the majority of households has at least one member with a college degree; these couples typically have white-collar jobs in administration, business, law, education and sales. Their mid-level positions provide above-average incomes, though nearly one out of every five adults is retired. With their strong earnings over the course of many years, they’ve managed to build diversified IRA accounts to ensure a comfortable retirement. These fiscal conservatives also like to invest in money markets to protect their portfolios from the vagaries of the stock market.
Half of Thriving Boomers are likely to be grandparents, but they’ve hardly retired to a rocking chair. Many are much different to preceding generations at the same point in life. They exercise regularly, enjoying biking, hiking, walking, swimming, golf and fishing. These educated Americans frequent the theater, museums and classical music concerts. They dine out often at their favorite restaurants and choose healthy options. They travel often, with over half preferring to travel domestically over foreign countries. To relax at home, they like to garden, read books, cook and play card games.
As consumers, Thriving Boomers tend to be practical shoppers who rarely buy products to make a statement, and they frequent a wide variety of retailers. They’re late adopters when it comes to technology with below-average rates for owning smartphones, but they’re willing to splurge on flat-screen TVs and Blu-ray players. Though few have flashy cars, many own late-model trucks made in Detroit. American-made products, they declare, set the standard.
Thriving Boomers are selective media consumers, though they embrace both traditional and new media. They’re among the top readers of newspapers, especially the business, entertainment and editorial sections. These outdoorsy folks like to read entertainment, fishing and hunting magazines along with automotive publications. They listen to country and easy listening music, and they’re especially fond of TV dramas, reality shows and sitcoms.
The Americans who launched the counterculture revolution continue to be activists. Many are rooted in their communities and they often belong to veterans’ clubs, arts groups and unions. Politically, they’re ideologically split, with about equal numbers belonging to the Democratic and Republican parties. However, they tend to be more liberal on social issues and advocate corporate ethics.