Boomers and Gen X
from then to now
Every generation is shaped by its time. The Gen Voices Timeline brings together the cultural shifts, economic shocks and iconic moments that influenced Baby Boomers and Gen X, helping explain the values, behaviours and retirement expectations we see today.
Born between 1946 and 1964, Boomers grew up in a post-war Britain of new opportunity. Do you know what year rationing officially ended?
Flip for answer
It may sound bananas, but it was still in place until July 1954.
1940s-50s: Boomers enter the room
1946
The Baby Boomergeneration begins
No wonder 59% of today’s Boomers prioritise health and a balanced diet, free healthcare was part of their story from day one.
1948
The NHS is born.
That national pride still lingers, with 58% of Boomers believing Britain should be a force for good in the world.
1953
Coronatiton ofQueen Elizabeth II
Born between 1965 and 1980, Gen X came of age as the world sped into the jet era and started thinking green.
1960s: Gen X join for pop,
peace and possibilities
peace and possibilities
1965
Generation Xbegins
Flower power and the decriminalisation of homosexuality. Foundations for the 20% of Boomers who value social equality.
1967
Summer of Love
Concorde takes its first flight. Perfect inspiration for the one in five of Gen X who love to explore and experiment.
No surprise 33% of Boomers are active, adventurous travellers and that the early tech excitement has never really left. Talking of tech, what percentage of Boomers use social media daily? Is it 42%, 67% or 26%?
Flip for answer
It's 26%, showing how Boomers have swapped rock and roll for stop and scroll.
1969
Moon landings andsupersonic flights
Today’s 45% of Boomers who favour digital or contactless payments cut their teeth on that shift.
1970s – Money,
movements and Mrs T
movements and Mrs T
1971
Decimalisation andfirst credit cards
A kickstart for the 40% of Gen X who now want the government to prioritise limiting environmental damage.
1976
Britain's firstrecycling schemes
A wake-up call that resonates with the 22% of Boomers choosing greener transport and the 42% whose shopping is shaped by sustainability. But how many Boomers believe in climate change? Is it 22%, 39% or 65%?
Flip for answer
It's 39%, demonstrating there’s still a few climate sceptics out there.
1977
Greenpeace UKlaunches
Even today, politics remains the biggest topic of interest on TV for nearly a quarter of Boomers.
1979
Thatcher takes No. 10
The Walkman craze begins. No wonder 47% of Gen X still say music is a lifelong love.
1981
MTV launches
Economic restructuring kick-starts the era that helped create today’s 79% of Boomers who are homeowners.
1984
Council-housesell-off
A global charity event that chimes with the 37% of Boomers who want to tackle poverty.
1985
Live-aid concert
The spark for today’s 56% of Gen X who are heavy social-media users and fast-track tech adopters. Can you remember who invented it?
Flip for answer
It's British boffin
Tim Berners-Lee.
1989
The World WideWeb is invented
Perfect for the 37% of Boomers planning overseas adventures in retirement.
1990s – Mobility and
connection
connection
1994
Channel Tunnelopens
Cool Britannia provides a great backing track for the 19% of Gen X with a modern liberal streak.
1996
Spice Girls andBritpop
A centralist stance that’s still reflected in the 19% of Gen X who describe their family as having modern liberal values. Can you remember what instrument Tony Blair was seen taking into No. 10? Was it a guitar, violin or keyboard?
Flip for answer
It was a guitar showing
he didn’t just strike a
chord with voters.
1997
New Labour'slandslide victory
The year seen as the tipping point for widespread mobile phone use. Pushed forwards by the 43% of Boomers who embrace new tech.
1999
Mobile networkexpansion
Environmental policy changes that mirror the 30% of Gen X shoppers concerned about climate and the 20% who let sustainability guide purchases.
2000s - Tech takes
off
off
2003
London introducesthe CongestionCharge
Lays the groundwork for 52% of Gen X who listen to podcasts. But how many use social media multiple times a day, 56% or 76%?
Flip for answer
We know it feels like it should be 99%, but it’s actually 56%.
2004
Facebook launchesand broadbandbooms
Just the thing for the 62% of Boomers open to trying new brands.
2007
iPhone hits theshelves
Framing a generation where 38% of Boomers feel comfortable on their income, while 12% struggle and pensions stay front of mind.
2008
Global financialcrisis
A national high that fits with 34% of Boomers walking or hiking. Can you guess what activity keeps 22% of Boomers busy? Is it swimming or golf?
Flip for answer
Put those checked trousers away and grab the trunks, it’s swimming.
2010s – Pride and
polarisation
polarisation
2012
London Olympics
The result may not have sat well with the 28% of Gen X who believe Britain can learn from the world and the 23% who view immigration as beneficial.
2016
Brexitreferendum
Right in line with the 40% of Gen X who want the government to prioritise the environment.
2018
UK commits to anet-zero future
The pandemic was a sharp reminder for the 59% of Boomers prioritising health and the 39% happy with theirs.
Big lifestyle shifts for the 83% of Gen X still working and the 59% taking active steps to stay healthy. But how many continue to shop fully online?
Flip for answer
It's 48% who really click with online shopping. Robot Vacuum anyone?
2020s – Health and
the planet
the planet
2020
COVID-19 andhome-working
Rising costs highlight the 47% of Gen X who can’t currently save for retirement and reinforces the tight-money habits of the 33% keeping strict control of their finances.
2021
Cost-of-livingand COP26