When it comes to values, we can all be a little contradictory at times.
We say one thing matters, then do another. We care deeply about the future but prioritise the present. We hold onto long-standing beliefs, while quietly adapting to the world around us.
This is equally true for Boomers and Gen X.
Because values aren't fixed. They're shaped by experience, tested over time and often reworked in ways that don't always make sense on paper.
This is exactly why Values is such an important theme in the Gen Voices series.
Fewer labels, more layered
It's easy to assume generational values follow predictable lines. Older means traditional. Younger means progressive. But the reality is far less straightforward.
Among Boomers, 58% believe Britain should be a force for good in the world. At the same time, 39% believe it should be harder to access benefits, even if that means some people miss out.
For Gen X, the picture shifts again. 28% think Britain has much to learn from the rest of the world. Yet only 19% describe their family as having modern liberal values.
On one level, these look like inconsistencies. On another, it shows just how mercurial values are, at times pulling in different directions at once.
Values vs actions
To understand the complexity of beliefs for these two generations, we only need look at their behaviours.
36% of Boomers, for example, prefer to spend their disposable income on experiences, suggesting a shift away from accumulation towards enjoyment.
Gen X, meanwhile, reveal a different kind of balancing act with 24% willing to sacrifice lifestyle to save more.
Values aren't static positions. They're ongoing negotiations between what matters now and what's possible next.
Where values overlap
For all their differences, Boomers and Gen X often meet in the middle.
Both generations show concern for wider issues. 39% of Boomers and 30% of Gen X believe in climate change and sustainability. Both are thinking beyond themselves in terms of impact, responsibility and what comes next.
But even here, the beliefs don't always translate in the same way.
For Boomers, 42% say sustainability impacts their shopping choices. But this number drops to just 20% for Gen X. And where 22% of Boomers try to travel by environmentally friendly forms of transport, even if less convenient, only 12% of Gen X feel the same way.
This shows that values may be shared, but priorities can differ. And that tension, between agreement and divergence, is where the real story sits.
Why values matter more in later life
Later life throws a spotlight on what really matters, making values harder to ignore.
With fewer external pressures and more personal choice, what people care about becomes clearer, and often more intentional.
What's worth spending that hard-earned money on.
What's worth giving precious time to.
What, and who, is worth holding onto.
For Boomers and Gen X, this is where old beliefs are tested and new ones begin to take shape.
Here's a small taster of the Values film
"What I've done in my life is stay true to my authentic self; through my dress code, through my religion, through my faith, through my family and my values."
Watch the Values film
The Values film brings these questions to life, with Boomers and Gen X reflecting on what matters to them now, and how that's evolved over time.
Watch the Values film now at genvoices.co.uk
And if you're curious about what else is changing, there's more to explore:
- Risk
- Work
- Values
- Retirement
- Finances
- Family
- Health
- Success
So, stay tuned to discover more about how Boomers and Gen X are reimagining what later life means.
Footnote references
Just Group Boomer and Gen X Segmentation Studies