The ChangingFace of Retirement
Discover how two generations are redefining retirement.
Boomers and Gen X share how they're reshaping life after work.
See the highlights in the short film or dive into the full documentary.
Introducing Gen Voices
See retirement through fresh eyes
We've created the Gen Voices platform to inspire organisations with a richer understanding of the needs of Baby Boomers and Gen X.
The purpose is for these insights to help shape smarter, more relevant services and better support for these important generations. From changing attitudes to money and work, to the pressures of wellbeing and living longer, our bespoke research and interviews reveal generations in transition.
Created by the retirement specialist, Just Group, leaders in providing financial advice, help, products and services to people approaching, at and in retirement. The Gen Voices platform goes beyond the headlines to capture lived experience and emerging expectations of generations that total more than 25 million people in the UK. It aims to help organisations better understand their needs and aspirations so that they may create improved services and support.
"The Gen Voices platform captures the shifting realities of retirement for two generations, giving organisations a clearer view of how services, help and support must change."
Our research reveals distinct segments within both Boomer and Gen X.
Meet the generations:
My Gen X boss has a real die-at-the-desk mentality.
That’s partially true but nearly
1in2 see work-life balance
as crucial to their wellbeing.
Gen X all seem worried about their retirement.
They may have missed out
on final salary pensions but
50% of Gen X
feel optimistic
about retirement.
They’re still partying like it’s 1999.
You may be surprised
Gen X are
3x more likely
to be big savers
than big spenders.
Running races are always full of over 45s.
Fitness certainly is a focus
for some, with
1in3 Gen X
taking active steps to
prioritise their health.
Those guys are all lefties.
Actually it’s pretty balanced with a
50/50 split
between describing
their family as having
conservative vs.
liberal values.
Gen X? Aren’t they the ones that defined Brits abroad?
They could be more culturally attuned than
we give them credit for as they’re over
2x more likely to believe Britain has much to
learn from the rest of the world over teaching it.
Boomers had it easy.
Sure, many Boomers
benefited from rapid
house price rises but
2in5 still keep tight controls on their finances.
They’re always out socialising.
Actually, Boomers are nearly
4x more likely to spend time alone
than socialising.
My yoga class is packed with old people.
There’s a good reason for that! Boomers are nearly
400% more likely to be actively prioritising their health and wellness.
My Gran is getting really stuck in her ways.
Let’s bust that myth! Boomers are actually over
3x more likely
to learn something about the country
they're visiting instead of being ignorant.
Retirees don’t get how hard life is now.
There’s truth to that with a
50/50 split
on how easy or difficult
it should be to access
benefits.
My Dad still isn’t retired.
He may be in the minority as
9in10 feel
prepared for retirement.
What do Boomers and Gen X think about…
Work
The shape of work is shifting. See how new freedoms and flexible paths are changing what work means today.
Family
Are family bonds getting stronger? Discover how connections are evolving across generations.
Health
Has health become a lifelong pursuit? Explore how wellbeing and longevity are being approached in later years.
Finance
Money mindsets are changing. Find out how the generations are balancing security with purpose and planning for freedom.
Retirement
From optimism to reinvention, from cautious planning to bold ambitions, see how later life is being reimagined in real time.
Risk
Risk isn't what it used to be. Find out how confidence and experience are redefining how Boomers and Gen X take control.
Success
Does success look different now? See if fulfilment and meaning are replacing status as measures of achievement.
Values
What we stand for is evolving. See how different generations are reshaping what really matters.
Work
The shape of work is shifting. See how new freedoms and flexible paths are changing what work means today.
Family
Are family bonds getting stronger? Discover how connections are evolving across generations.
Our research has defined unique segments for both Gen X and Boomers. Hit the links below for a retro ride through the nature of their nuances.
Grab your space hopper and bounce off to our Gen X insights
Turn on and tune into our Boomer insights
Want to keep up to date on all the latest insights on the generations?You’re in the right place. Fill out the form and we’ll keep you in the loop.
Latest news
Do Gen X deserve their Slacker nickname?
Are Boomers really OK? Check out all the
latest blogs and news from Gen Voices.
