Managing the generations part 2: Baby Boomers

Baby Boomers (BBs) were born roughly between 1945 and 1965, which means in 2010 they are between 45 and 65 years of age. Their label comes from how the birth rate increased after World War 2 in most of the countries involved in the war. These people have seen many changes in society and technology through their lives. In the West, the war initiated massive upheaval: the traditional roles of men and women were turned over (although, once peace resumed, the idea of the men working in organisations and women working as ‘homemakers’ was still the usual expectation in many couples); information technology was beginning to replace familiar older technologies, means of communicating and working; average personal wealth across these societies increased.

In the UK for example, the number of universities and university places increased to cope with the BBs. Students were given grants that covered their fees and expenses. At the same time, the UK government established other national tax-funded projects, such as: the National Health Service, offering health care that was ‘free at the point of use’; and the BBC, a radio and television service with a remit to inform and entertain, that was broadcast without any advertisements.

Anything seemed possible and in response, BBs themselves initiated more change in business and beyond. Entrepreneurs flourished. The whole generation became richer – on average – than their ancestors. There’s some evidence that they may also be richer than their descendents will become. They made decisions about their preferred beliefs and ideologies, clothes, music and lifestyle which seemed shocking to their parents and grandparents: this generation included Hippies, Punks, Feminists and many other new groupings. They loved vinyl LPs and compact cassettes. Many smoked and some experimented with drugs. Their expectations and attitudes about romance, relationships and marriage changed with the increasing availability of contraception and risk of sexually transmitted infections.

The BBs in your organisations are now among the oldest employees. It is likely that they occupy Chief Officer, Director and Senior Management roles and there will be others in more specialised or junior roles too. Many are starting to think about retiring or ‘downshifting’, while some are at last free of commitments to their children – who have grown up – and are looking for new challenges.

You’ve probably got up to about another 20 years of dealing with BBs. In general, they are committed people who have learned that discipline, creativity and intelligence pays rewards. They won’t accept whatever you give them, without discussion and negotiation. They may not see the point in some new technology. But their loyalty and commitment are worth winning.