Baby-Boom Generation

This generation is made up of people born between 1946 and 1964.

Baby boomers emerged after World War II, when birth rates skyrocketed around the world.

This explosion of new babies became known as the baby boom, with 76 million babies born in the United States alone. Many historians say this was a time in which people who wanted to start families but had postponed doing so because of insecurity during World War II and the Great Depression, started to feel more certainty that the coming years would be safe and prosperous. In the late 1940s and 1950s overall wages improved, there was an increase in prosperous businesses, and an increase in the variety and quantity of products available for consumers.

This economic prosperity was accompanied by a large movement of capital. Many families began to use new forms of credit to buy consumer goods such as cars, appliances, and televisions. Companies also began to direct their marketing efforts toward these boomers in increasing numbers.

They are immersed in a culture of effort and sacrifice. They have a high level of experience and are used to working for many years in the same company. They are committed and very good at building teams.

They were also the protagonists of the civil rights movement. Considered digital immigrants, they were in their late teens and early 30s when the first IBM PCs appeared. 

They grew up with pre-mobile technology, such as radio, television, and landlines. Therefore, they did not have video games or mobile phones in their childhood. The main technological advance at that time was the rotary telephone and tube television. Technology, of course, did not play a fundamental role at that time.

They are a generation that rely on TV to stay informed, and consider radio to be their main source of entertainment.

Comparing the pre-quarantine period with the isolation period, they presented an increase in TV exposure during the time slot from 7 a.m. to 12 a.m. That is, there were 7 more minutes of exposure on free TV, 30 more minutes on paid TV and 41 more minutes in total from TV. In addition, viewing time during the time slot from 8:00 p.m. to 12:00 a.m. grew by 11 minutes, with a greater increase in paid TV. As for the radio, people aged 50 and over increased their average listening time by 22 minutes per day throughout the day from Monday to Friday.

Success: amount of material income. Sexual freedom (contraceptives). Status for consumption of goods. Education as a means of progress. Have a profession. Productivity or “being productive”.

• ATTITUDES: Value to learning. Training for a career. Full life employee, the balance does not exist. High commitment to the Organization