The second installment of the Boomer Cultures Report examines exercise and health

LOS ANGELES — COVID-19 and the high cost of health care weigh heavily on the minds of all baby boomers. Despite that, they’re trying to stay active according to the second installment of an extensive Boomers Culture Report research study conducted by the integrated cross-cultural marketing agency Sensis.

Baby boomers, those born between 1946 and 1964, have been largely ignored by marketers preoccupied with millennials and Generation Z. But boomers control an estimated $2.6 trillion in spending power. Tapping that well increasingly requires a nuanced, multicultural approach.

“The patterns we saw in our survey results show there are opportunities for fitness brands, athletic apparel companies, shoe makers, and orthopedic support companies targeting these active boomers,” President and Chief Strategy Officer José Villa said. “Recognizing the cultural differences of each group increases the chances of success with each campaign.”

More than half of all boomers surveyed said they exercised more than four times a week with nearly three-fourths reporting walking as their favorite activity. Asians are the most frequently active with more than 40% exercising daily while African Americans exercised the least of all groups with only 27% exercising four times or more a week. There was no difference in data between people of Hispanic and non-Hispanic origin.

Nearly 60% of all boomers said they were worried about becoming ill with COVID-19, yet those worried about being hit with a different undiagnosed illness dropped slightly from November 2019 to July 2020. Hispanic boomers reported the greatest concern about getting COVID-19 with 63% saying they were worried compared with 58% of non-Hispanic responders. They were also more concerned (55%) about not being able to see their families than non-Hispanic respondents (49%).

Paying for health care was also a major concern. Nearly 60% said they were worried about rising costs. Younger boomers, those born between 1955 and 1964, were much more worried about rising costs at 66% than those born between 1946 and 1954 at 53%. Overall, less than half of each group was as concerned about access to health care. Women voiced the greatest concern in each instance.

Future installment topics and release dates:

  • Home & family — June 2021
  • Buying behavior / planned purchases / vehicles — July 2021
  • Media & technology attitudes — September 2021
  • Retirement planning & career — November 2021

View the full report at