Key takeaways
Baby Boomers (born 1946–1964) were born during a time of optimism after WWII. This led to a population boom and laid the groundwork for Australia's modern infrastructure and economy.
Boomers dominated the workforce, emphasizing hierarchy, loyalty, and a strong work ethic. Even as they retire, their influence lingers, though newer generations are shifting towards flatter, collaborative work cultures.
Baby Boomers are the wealthiest generation in Australian history, largely due to early homeownership and the significant rise in property values. They control over half of Australia’s $11 trillion housing market and are at the center of a $4.5–$6 trillion wealth transfer to future generations.
Boomers expanded the suburban landscape, which is now middle-ring suburbs. As they age, many wish to downsize but face difficulties due to stamp duty and a lack of suitable housing, contributing to housing shortages.
As Boomers age, the demand for healthcare and aged care services is increasing. The upcoming doubling of Australians over 85 years will put immense pressure on the system, and Boomers are exploring technological solutions to prolong independent living.
Younger Australians, particularly Millennials and Gen Z, face rising property prices and job insecurity. The wealth transfer from Boomers helps some, but it highlights inequalities between those with and without family support. Boomers often stress hard work, though their economic environment was much more favorable compared to today’s conditions.
The Baby Boomer generation—born between 1946 and 1964—remains one of Australia's most influential demographic groups.
From reshaping the post-war economy to building the modern housing market, Baby Boomers have been the driving force behind much of Australia’s prosperity and cultural development.
Today, even as they begin to exit the workforce, their influence on society, politics, and the economy remains significant.
In this week’s episode of Demographics Decoded, Simon Kuestenmacher and I delve into how Baby Boomers have shaped the Australia we live in today and how their legacy will continue to affect the nation.
For weekly insights and strategic advice, subscribe to the Demographics Decoded podcast, where we will continue to explore these trends and their implications in greater detail.
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A post-war boom: the birth of a generation
The Baby Boomer generation came into being at a time of newfound optimism.
World War II had just ended, and the country, along with the rest of the world, was ready to rebuild.
This post-war period saw a massive surge in births, driven by the optimism of peace and prosperity.
For decades prior, Australia had endured the hardships of the First World War, the Great Depression, and then the Second World War.
By the mid-1940s, the nation was ready to leave those difficult times behind and build a brighter future.
This optimism translated into record-breaking birth rates.
Australia experienced its highest-ever birth rate during the Baby Boomer era, leading to a population surge that would profoundly shape the nation.
Baby Boomers grew up during a period of prosperity, with strong economic tailwinds, widespread infrastructure growth, and rapidly advancing technology.
This provided them with opportunities that were unmatched by earlier generations.
The Baby Boomers in the Workforce: an era of hierarchy
For decades, Baby Boomers dominated Australia’s workforce.
In many ways, they defined the modern corporate world and established the hierarchical structures that still influence many businesses today.
Boomers placed a strong emphasis on work ethic, personal responsibility, and hierarchy, values that were passed down from their parents who had lived through the struggles of the Great Depression and World Wars.
While Boomers are now slowly leaving the workforce, they still make up about 11% of it.
In ten years, that number will shrink dramatically to just 2%, but their influence won’t disappear overnight.
Boomers set the tone for what success in the workplace meant: hard work, loyalty to an employer, and a long career with a single company were the hallmarks of their generation’s working life.
However, as younger generations like Millennials and Gen Z step into leadership roles, we’re witnessing a shift toward flatter organisational structures and a more collaborative work culture.
One of the significant changes Baby Boomers have brought to the workforce is the way they approach retirement.
Unlike past generations, Boomers don’t necessarily retire all at once.
Many are choosing to phase into retirement, gradually reducing their working hours while staying engaged in part-time or advisory roles.
This has transformed the concept of retirement from a sharp endpoint to a more flexible transition, allowing Boomers to continue contributing to their fields while also enjoying their golden years.
The richest generation: Baby Boomers and wealth
One of the most striking characteristics of the Baby Boomers is their financial success.
They are the wealthiest generation in Australian history, owning over half of the country’s $11 trillion housing market.
Much of this wealth was accumulated through decades of homeownership.
Many Boomers bought their homes 30 or 40 years ago when property was much more affordable, and they have since benefited from the exponential rise in property values.
This wealth has given Baby Boomers considerable influence over the nation’s economy, even as they move into retirement.
Their spending power remains strong, driven by the wealth effect—the feeling of financial security that comes from owning and appreciating assets like property.
As a result, Baby Boomers are some of the most active consumers, particularly in sectors like travel, leisure, and healthcare.
In fact, businesses today would be wise to continue targeting this demographic, as their spending habits will likely remain robust for years to come.
Moreover, Boomers are at the centre of what has been dubbed the “Great Wealth Transfer.”
Over the next decade, an estimated $4.5 to $6 trillion will be passed down from Boomers to their children and grandchildren.
Many Boomers are already transferring wealth to their families, helping their children with home deposits or providing financial support.
This transfer of wealth will significantly impact future generations, especially in the property market, where younger Australians struggle with affordability.
Boomers and the housing market: creating the suburbs
Baby Boomers were instrumental in shaping Australia's modern housing landscape.
They moved out to the suburbs en masse, facilitated by the post-war affordability of cars and improvements in infrastructure.
During this time, Australia’s outer suburbs began to grow, creating the suburban sprawl that defines many of our major cities today.
These outer suburbs, once considered the edge of town, have since become desirable middle-ring suburbs, largely due to their proximity to expanding city centres.
- Also read:This week’s Australian Property Market Update – Latest Data, State by State November 12th 2024
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Today, as Boomers age, many are looking to “right-size”—moving from large family homes into smaller, more manageable properties.
However, they’re finding this transition difficult.
There’s a notable lack of suitable downsizer-friendly properties in the neighbourhoods where they’ve spent decades building their lives.
Baby Boomers, unlike younger generations, are less likely to seek out tree changes or sea changes.
They want to stay close to their communities, their doctors, their hairdressers, and—most importantly—their families.
Downsizing is further complicated by Australia’s stamp duty system, which acts as a financial disincentive to sell.
Many Boomers choose to stay in their homes because their properties continue to appreciate in value, often outpacing their earnings from work.
This creates a unique dilemma for the property market: while younger families desperately seek homes, the Boomers are reluctant to sell, further constraining supply.
The aging of Australia: a healthcare and aged care challenge
As Baby Boomers move into the later stages of life, their needs are shifting towards healthcare and aged care services.
This is going to place immense pressure on Australia’s healthcare system.
Over the next 14 years, the population of Australians aged 85 and older—the group most likely to require aged care—will double.
The demand for aged care workers will skyrocket, and it’s unlikely that Australia will be able to meet this demand, even with high levels of immigration.
Boomers will likely change the aged care industry, just as they’ve changed every other phase of life.
Many are opting for technological solutions that allow them to live independently for longer, such as wearable devices that can detect falls or other health issues.
This shift could reduce the need for traditional aged care facilities and allow Boomers to stay in their homes, which is where most would prefer to remain.
However, for those who do need aged care, the challenge will be finding enough qualified workers and facilities to provide the level of care they expect and deserve.
Younger generations and the Baby Boomer legacy
Younger Australians, particularly Millennials and Gen Z, face unique challenges in the wake of the Baby Boomer legacy.
While the wealth transfer from Boomers to their descendants will help some, it also highlights a growing divide between those with access to family wealth and those without.
The “Bank of Mum and Dad” has become one of the largest lenders in the country, helping many younger Australians get a foothold in the housing market.
However, those without such support are left to struggle with rising property prices and the increasing cost of living.
There is also tension between Boomers and younger generations when it comes to values and work ethic.
Boomers are often quick to point out that hard work paid off for them, and they encourage younger generations to adopt a similar mindset.
While that message is valuable, it’s important to acknowledge that Boomers grew up in an environment where housing was affordable, jobs were plentiful, and economic growth was strong.
Younger generations face a different reality, with house prices often 10 times their annual income and job security not as guaranteed.
What can we learn from the Boomers?
Despite the challenges younger generations face, there are valuable lessons to be learned from the Baby Boomers.
Their emphasis on hard work, financial independence, and long-term planning helped them achieve significant success, both in their careers and personal lives.
While times have changed, these principles still hold relevance today.
For businesses, property investors, and policymakers, understanding the unique needs and concerns of Baby Boomers is crucial.
This generation is not just moving into retirement—they are reshaping it.
With a strong focus on financial security, health, and maintaining their lifestyles, Boomers remain an important demographic to cater to.
Conclusion
The Baby Boomers have profoundly shaped modern Australia.
From their influence on the economy and the workforce to their dominance of the housing market, their legacy is vast and enduring.
As they age, the challenges they pose—particularly in healthcare and aged care—will become more pressing.
However, they will also continue to drive significant economic activity, particularly through the Great Wealth Transfer.
For younger generations, the Boomers leave behind a mixed legacy.
While the wealth they pass down will offer opportunities, it also highlights growing inequality.
Understanding and learning from the Baby Boomers’ journey—particularly their resilience, work ethic, and financial prudence—will be key to navigating the future they helped shape.
For businesses, investors, and anyone navigating Australia’s economy today, the Baby Boomers remain a generation that cannot be ignored.
Whether it’s understanding their consumer behaviour, preparing for their healthcare needs, or responding to their preferences in property, the influence of this generation will be felt for years to come.
For weekly insights and strategic advice, subscribe to the Demographics Decoded podcast, where we will continue to explore these trends and their implications in greater detail.
Subscribe now on your favourite Podcast player:
