Credits: Bruno Ngarukiye @Unsplash

The Baby Boomer generation, born between 1946 and 1964, came of age during post-war prosperity and periods of intense societal transformation. In the West, boomers drove cultural revolutions, economic expansion, and the creation of modern consumer culture. In Asia, they were central to the rebuilding of war-torn nations and the rapid industrialisation of economies such as Japan, South Korea, and later China. In countries like Japan, boomers were the “salarymen” and trailblazers of the nation’s meteoric economic growth in the 1960s–80s. In China, this generation lived through the Cultural Revolution and experienced the opening of markets in the late 1970s. Consequently, Chinese Boomers often exhibit a frugal mindset and deep appreciation for social stability and material security.

Credits: Elena Helade @Unsplash

They are increasingly tech-savvy—especially in developed Asian markets—but tend to use digital tools for practicality rather than entertainment. Health, legacy, and family are central concerns. In consumer markets, boomer’s favour reliability, simplicity, and quality. Brands targeting them often appeal to nostalgia and heritage, especially in Asia where cultural continuity is deeply respected. As consumers and elders, their influence remains substantial, especially within multigenerational households and family-owned businesses.

Buying Behaviours

Boomers prioritise quality, reliability, and familiarity. In Asia, they favour brands with long-standing reputations and are often loyal customers. Though cautious with new technology, many are active online shoppers— especially for healthcare, travel, and family-related purchases. Their spending is purpose-driven, not trend-driven.

Lifestyle and Values

Baby Boomers value tradition, family, and security. In Asia, respect for elders and filial piety strongly shapes their lifestyle. Many are caretakers of grandchildren and custodians of family culture. They prefer routine and find comfort in familiar experiences, while also valuing wellness, spiritual continuity, and legacy.

Credits: FREEPIK, LE SIBILLE @lesibille

Spirituality

Spirituality plays a significant role in Boomer lives, especially in Asia. Traditional practices such as ancestor worship, temple offerings, and religious holidays remain important. They often act as spiritual guides for younger generations, preserving rituals and beliefs passed down over centuries. Spiritual identity is tied to community and familial heritage.

Relationship with Jewellery

For Boomers, jewellery is both symbolic and ceremonial. In Asia, gold is a common gift at life milestones—births, weddings, and anniversaries. Jewellery is often a display of family honour and prosperity. Classic and culturally significant pieces are favoured, and many Boomers pass heirlooms to the next generation as a form of legacy.

Credits: Greg Schneider @Unsplash, Deborah Pagani @deborahpagani,RENNA @rennajewels