For senior living, figuring out the Baby Boomer generation is job #1. Most agree on one thing: no one understands them completely. Why? Because Boomers have been flipping the cultural and social script since they first arrived on the scene in 1946. So why should now, as they start to enter their 80s, be any different? It’s time to address these persistent myths. Let’s break them down.
Boomers and the Great Wealth Transfer
It’s estimated this generation will leave roughly $53 trillion in assets (or more) to their heirs. BUT that transfer isn’t quite what it seems according to a report from Visa Business and Economic Insights.
- Only 22% of this generation will leave an inheritance to their children.
- Boomers may have up to $93 trillion in assets, but only $36 trillion will be inherited according to the Visa study.
- The average inheritance will be roughly $515,000, and the redistribution of wealth will be highly uneven.
The costs of healthcare, mortgages, and taxes are among the most often cited reasons for the reduction in assets. A certain segment of heirs will inherit great wealth. But the majority will see very little, if any.
Boomers Dominate Real Estate
Boomers are driving the real estate market. BUT Boomers aren’t driving it the way you think they are driving it.
- In 2025, Boomers were the largest group of home buyers (42%) according to the 2026 Home Buyers and Sellers Generational Trends report.
- They were also the largest group of home sellers (55%) according to the report.
- A significant percentage of Boomers are upsizing instead of downsizing in order to accommodate adult children, grandchildren, and their own parents.
When you reconcile the numbers, there are actually more sellers than buyers for this generation. And the number of Boomers who are buying larger homes is actually increasing.
Boomers Drive the Labor Market
For 250 years, a growing work force was the accepted standard. However, a falling birth rate means more of them are retiring than younger generations are replacing them. BUT younger generations are quite vocal about how difficult it is to find a job.
- RBC Economics says the ratio of retirees to new labor force entrants has shifted, with 3 Boomers retiring for every 1 new entrant.
- Boomers represent ~15% of the US workforce, with roughly 1 in 5 aged 65+ continuing to work.
- Even after reaching retirement age, they continue to work, or re-enter the workforce to stave off boredom, discover new challenges, or to balance their budgets.
Retirement no longer looks like it once did. With better healthcare and medications, more and more Boomers can expect to live 20-30 years after the traditional retired age of 65.
Boomers and Homelessness
According to a Redfin report, 80% of Baby Boomers own the home they live in and 54% have no mortgage. BUT 41% of younger Boomers report having $100 or less in savings. This disparity helps to explain the rising numbers of Boomers who are homeless.
- Adults over the age of 65 make up the fastest growing group of unhoused people.
- The average monthly Social Security check is $2,038. And 41% of those aged 55+ expect to rely solely on Social Security in retirement.
- Living on a fixed income can’t keep up with increased living costs.
Loss of family support, divorce, skyrocketing housing costs, and inflation can mean the difference between having a home and being homeless.
Boomers and their Adult Children
Eighty percent of Boomers had children. Adult children have been the traditional caregivers for elderly parents. BUT Millennials, citing the pressures of family, work, and finances say they’re not going to do it. The reality says otherwise.
- Nearly 1 in 4 adults (63 million Americans) currently provide unpaid care for an older family member.
- Much of the long-term cost of elder care falls on families, up to 26% of the adult child’s income.
- Family caregivers spend an average of 27 hours per week providing care.
- Caregivers may face up to 90% reduction in their retirement savings due to lost career advancement and earnings.
When you consider only 16% of Boomers would consider moving to a 55+ community, it stands to reason they must be planning to rely on their family to provide (willing or not) necessary help.
Boomers are Living Longer
Senior Living communities have been building resort-worthy complexes in recent years in anticipation of the silver tsunami. BUT the 2025 Holleran Study on Aging reports amenities are not deal breakers for those considering a move into a senior living community. This generation recognizes they’re living longer, but not healthier.
- Boomers are better educated, have a higher income, and lower smoking rates than previous generations, leading them to think they’re healthier as they age.
- They are 1.5 times more likely to have chronic medical conditions, including heart disease, diabetes, obesity, and cancer.
- Boomers have multiple chronic conditions requiring an average of 5-10 providers to manage and up to 21 days a year spent getting that care.
While the media may claim “50 is the new 30,” the reality is that aging adults recognize the need to actively participate in staying healthy as they age. Health span, not lifespan, is their new focus according to The Wall Street Journal.
Boomers and Digital Illiteracy
Senior living marketers assume direct mail continues to be the best way to reach Boomers. And 71% of this audience say physical mail is more personal than email. BUT 90% of those age 50+ own and use a smartphone.
- Ten years ago, only 55% of Boomers had a smartphone; today, 90% do.
- Texting, according to AARP research, is the leading communication method among adults age 50+.
- This generation uses an average of 14 digital services and 10 apps for everything from shopping to banking to tracking their health and fitness.
Digitally illiterate grandparents is a trope grown hairy with age. Instead, they’re interacting with digital technology daily, including 38% who use a specific AI platform or app.
We’re the Generational Experts
As they’ve been doing since 1946, Boomers insist on flipping the script. They’ve rebuilt society to meet their needs. And their approach to aging is no different. This is why it’s vital that you ensure your message finds the right audience. And that begins with using the right data.
Want to know more? Reach out to our team. They’re not Boomers, but they are experts in reaching them. Peace out.
