Boomers and millennials are two distinct generations with different values, attitudes, and behaviors. Broadly speaking, baby boomers are those born between 1946 and 1964, while millennials are those born between 1981 and 1996. As the largest generation in America’s history, baby boomers grew up in an era of economic prosperity and witnessed major historical events like the civil rights movement, the Cold War, and the Vietnam War. Millennials, on the other hand, are true digital natives who came of age during rapid technological advances like the internet and social media. These generational differences often lead to disagreements and misunderstandings between boomers and millennials.
Defining Characteristics of Baby Boomers
Here are some of the key traits that define the baby boomer generation:
- Born between 1946 and 1964 during the post-World War II baby boom
- Grew up during a time of economic prosperity and rising middle class
- Witnessed major historical events like the civil rights movement, Cold War, Vietnam War, and moon landing
- Are workaholics who believe in paying their dues and gradually climbing the career ladder
- Value teamwork, collaboration, and consensus-building in the workplace
- Tend to be optimistic about the future and believe in tradition and established institutions
- Prefer face-to-face communication and building relationships the old-fashioned way
- Are loyal employees who usually stay with one or two companies over their career
In the 1960s and 70s when boomers came of age, America was experiencing major cultural shifts. But compared to later generations, boomers still tended to be more traditional in their values and life goals. Faith, family, and patriotism were important. Many worked hard to buy houses and cars and attain the American dream.
Defining Characteristics of Millennials
Here are some of millennials’ most defining traits:
- Born between 1981 and 1996, coming of age around the new millennium
- True digital natives who rely heavily on technology and social media
- Value diversity and inclusion and support progressive social causes
- Prefer flexible work arrangements and fluid career paths over traditional 9-5 jobs
- Are independent-minded and entrepreneurial; value following their passions
- Are budget-conscious yet willing to spend on experiences like travel that they value
- Are nostalgic and enjoy things that remind them of their childhoods in the 80s and 90s
- Face more economic challenges and student debt than previous generations
Millennials grew up in a fast-paced, digital era. They came of age during events like 9/11, the Great Recession, and the election of the first black president. From a young age, they were exposed to diversity and more liberal social values. They want meaningful, purpose-driven work and a better work-life balance than previous generations.
Core Values of Boomers vs. Millennials
When it comes to their attitudes, priorities and worldviews, boomers and millennials differ considerably. Here is a comparison of some of their core values:
| Baby Boomer Values | Millennial Values |
|---|---|
| Optimism and belief in progress | Pragmatism and cynicism |
| Personal sacrifice and “paying dues” | Work-life balance and flexibility |
| Financial security and wealth accumulation | Experiences and meaning over money |
| Career loyalty with one or two companies | Job hopping and entrepreneurship |
| Respecting authority and hierarchy | Informality and flat organizational structures |
| Patriotism and belief in exceptionalism of America | Global citizens who criticize flaws in America |
| Self-reliance and independence | Cultural diversity and tolerance |
While generalizations do not apply to all individuals, most boomers grew up in a time when patriotism was emphasized while millennials are more globally and socially conscious. Boomers see hard work and sacrifice as virtues while millennials demand a better work-life balance. These differences lead to many cross-generational clashes.
Different Communication Styles
Boomers and millennials gravitate towards very different communication styles and mediums.
Baby boomers prefer:
- In-person and face-to-face communication
- Building relationships through small talk and conversation
- Phone calls over texting or social media messaging
- Reading print newspapers and watching cable TV news
Millennials prefer:
- Digital and online communication through texting, messaging apps, email
- Efficiency and conciseness over rapport building through small talk
- Image and video-based content over text
- News and information via social media feeds and mobile apps
These contrasting styles can lead to miscommunication and tensions in the workplace. Boomers may view millennials as antisocial or lazy when they would rather text than call. Millennials may see boomers as long-winded or behind the times.
Different Views on Work and Careers
When it comes to work ethic and career paths, boomers and millennials hold divergent views:
Baby boomers:
- Willing to work long hours to get ahead
- Believe in paying dues and gradually climbing the career ladder
- Think younger workers lack commitment and resilience
- Value institutional and professional knowledge built up over time
- View job-hopping negatively as lacking loyalty
Millennials:
- Value work-life balance and flexibility over office face time
- Not afraid to change jobs or careers frequently
- Want mentorship and professional development from day one
- Eager to take on leadership roles early on
- Are impatient with rigid hierarchies and office politics
These clashing attitudes often lead to tension, with boomers seeing millennials as spoiled or entitled and millennials seeing boomers as controlling. Managing multiple generations requires companies to adapt and find solutions, like offering flexibility while also providing mentorship programs.
Political and Social Views
When it comes to social and political issues, boomers skewed more conservative, while millennials are decidedly more liberal.
Baby boomers:
- Sharp divisions between conservatives and liberals
- Conservatives outnumber liberals, especially on economics and national security
- Moderates make up the largest share
- More likely to identify with traditional institutions like church
Millennials:
- Overwhelmingly lean Democrat and liberal
- Support activist role for government (examples: climate change, income inequality)
- Comfortable with social change (examples: LGBTQ rights, racial justice, feminism, immigration)
- Less affiliated with organized religion; more secular and pluralistic
This political divide exacerbates tensions across generational lines. However, millennials are not as uniformly liberal as stereotypes suggest. Their views are complex and often defy easy categorization across the political spectrum.
Consumption Habits and Spending Preferences
From the products they buy to how they manage their finances, boomers and millennials approach spending quite differently:
Baby boomers:
- Help fuel a trillion dollar consumer market for boomer spending
- Big-ticket purchases include housing, cars, luxury goods, recreational vehicles
- Prefer established brands and quality over low cost
- Respond well to marketing focused on leisure, nostalgia, health
- Financially conservative approach to money, savings, and investment
Millennials:
- Tech savvy and adopt new digital products and services quickly
- Biggest spending is on rent, education debt, experiences like travel
- Value affordability and convenience balanced with quality
- Responsible financially but struggle with student debt burden
- Spend more on convenience services and delivery in a time-stressed lifestyle
Companies pay close attention to these generational consumption patterns. Boomers still control 70% of US disposable income. But millennial spending is rapidly increasing, requiring shifts in marketing and product development.
Popular Culture and Nostalgia
From the movies and TV shows they love to the music they listen to, boomers and millennials harbor nostalgia for very different pop culture touchstones.
Baby boomers are nostalgic for:
- Classic rock bands like the Rolling Stones, Beatles, Led Zeppelin
- Vintage TV shows like I Love Lucy, The Mary Tyler Moore Show
- Old Hollywood films and movie stars like Marilyn Monroe
- Soda fountains, diners, and drive-in theaters
- Muscle cars, Woodstock, disco
Millennials are nostalgic for:
- Disney movies and TV shows of their youth
- Toy brands like Tamagotchi, Tickle Me Elmo, Beanie Babies
- Video games like Pokémon, Mario Kart, The Legend of Zelda
- 1990s pop music like NSYNC, Spice Girls, Britney Spears
- Tech like Walkmans, flip phones, old Apple products
Understanding these cultural touchstones that shape generational identities can help marketers personalize content and products. Even in an age of rapid technological change, nostalgia remains a powerful force.
Conclusion
While generational differences have always existed, the gap between boomers and millennials seems more pronounced than ever before. This can lead to many stereotypes and misconceptions on both sides. In reality, individual attitudes and behaviors do not conform neatly to generational lines.
However, understanding broad trends is helpful in improving workplace communication, tailoring political messaging, and successfully marketing products and services to different age groups. Striking the right balance between generational sensitivity and adapting to ongoing societal change will only grow more important as America’s population ages and new generations emerge with their own distinct cultures and worldviews.