Welcome to the Baby Boomer Research Study

Please find here some additional information to supplement the press release

LIFE ORIENTATIONS

The study identified five different ‘Life Orientations’ – people who differed based on their attitudes to work, leisure and finances. They are:

PROSPEROUS ENTERPRISERS

Driven, savvy individuals who have achieved a work-life balance they were satisfied with. They may have been able to fund a retirement already but they had decided to continue as work was something that was giving them satisfaction.

PURPOSE SEEKERS

Purpose seekers had a strong desire to maintain a purpose in life.  They were active people who engaged with community, family and work. They were determined to try and work as long as they could.

RETIREMENT EMBRACERS

Retirement Embracers were counting down to retirement or celebrating the fact that they had now retired. They tended to focus on the negative aspects of working and did not feel they have control of their working life. They were mainly paid employees, or could be business owners, who felt they were owed a well-deserved rest and escape from stress.

RELUCTANT SLOGGERS

Reluctant Sloggers felt financially behind and believed that they needed to keep on working for the foreseeable future. Although they would like the option to retire at some point soon they do not see it as an immediate option or may not be able to see it at all.

SEASONED SURVIVORS

Seasoned survivors have experienced a tough childhood or had suffered trauma when they were young. They have had a consistently hard life which had left them vulnerable.

PROSPEROUS ENTERPRISERS

Driven, savvy individuals who have achieved a work-life balance they were satisfied with. They may have been able to fund a retirement already but they had decided to continue as work was something that was giving them satisfaction.

PURPOSE SEEKERS

Purpose seekers had a strong desire to maintain a purpose in life.  They were active people who engaged with community, family and work. They were determined to try and work as long as they could.

RETIREMENT EMBRACERS

Retirement Embracers were counting down to retirement or celebrating the fact that they had now retired. They tended to focus on the negative aspects of working and did not feel they have control of their working life. They were mainly paid employees, or could be business owners, who felt they were owed a well-deserved rest and escape from stress.

SEASONED SURVIVORS

Seasoned survivors have experienced a tough childhood or had suffered trauma when they were young. They have had a consistently hard life which had left them vulnerable.

RELUCTANT SLOGGERS

Reluctant Sloggers felt financially behind and believed that they needed to keep on working for the foreseeable future. Although they would like the option to retire at some point soon they do not see it as an immediate option or may not be able to see it at all.

LIFE ORIENTATIONS – CASE STUDIES

PROSPEROUS ENTERPRISERS

Mark, 55, Business Owner

Mark, has a successful business. He could have retired a few years ago but gets a real kick out of employing people and enjoys his work. He employs 20 people, many of them younger. He tends to try and just work a few hours a day and spends the rest of the time cycling and catching up with friends. He wants to carry on working like this for a lot longer.

“This is the best stage of life. I wouldn’t want to be older or younger. I would stay at this life stage forever if I could.”

PURPOSE SEEKERS

Sally, 69, Office Manager

Sally, is a full-time office manager for a global company. She is vibrant and looks many years younger than she is. She feels highly valued at work and feels she has the same outlook and goals as her colleagues. Her boss doesn’t ever want her to retire and she doesn’t want to either. She thinks she would struggle mentally if she gives up work.

“I will work as long as I possibly can. I love being part of a team and connected to others who have the same outlook on life.”

RETIREMENT EMBRACERS

Bill, 67, Retired Plumber

Bill had a successful plumbing business and employed about 30 people. Being based in Christchurch work got extremely stressful after the earthquakes as well as dealing with issues with their own house. Retirement was becoming more and more attractive and now he is retired he is much happier. He and his wife are spending more time with the grandchildren and travelling around New Zealand.

“I am so much happier now…all that stress behind us. We want to travel as much as we can while we can.”

RELUCTANT SLOGGERS

Robert, 66, Manager

Robert, originally from Malaysia, has just bought his first home. He believes he will work until he ‘drops’ as he and his wife have just bought his first ever home. He wants to work and doesn’t think he and his wife would get on well if there were at home all day together. He feels younger than he is as if he is ‘just getting going’. If he won the Lotto he would give up work tomorrow though.

“I can’t even think about retiring as I have just bought a house and the mortgage payments are pretty high. I like my work though and can’t imagine not working.”

SEASONED SURVIVORS

Lynn, 58, Unemployed

Lynn suffered abuse from a young age and then again by her partner. She has suffered drug addiction and spent some time in jail. She has worked on and off but mainly been unemployed. She feels like a wise mentor now and really ‘owns her age’. Sometimes she feels amazed that she has made it this far.

“Now I’m older people come to me to ask me about things. I don’t feel that I need to do some of the bad stuff that I did before.”

PROSPEROUS ENTERPRISERS

Mark, 55, Business Owner

Mark, has a successful business. He could have retired a few years ago but gets a real kick out of employing people and enjoys his work. He employs 20 people, many of them younger. He tends to try and just work a few hours a day and spends the rest of the time cycling and catching up with friends. He wants to carry on working like this for a lot longer.

“This is the best stage of life. I wouldn’t want to be older or younger. I would stay at this life stage forever if I could.”

PURPOSE SEEKERS

Sally, 69, Office Manager

Sally, is a full-time office manager for a global company. She is vibrant and looks many years younger than she is. She feels highly valued at work and feels she has the same outlook and goals as her colleagues. Her boss doesn’t ever want her to retire and she doesn’t want to either. She thinks she would struggle mentally if she gives up work.

“I will work as long as I possibly can. I love being part of a team and connected to others who have the same outlook on life.”

RETIREMENT EMBRACERS

Bill, 67, Retired Plumber

Bill had a successful plumbing business and employed about 30 people. Being based in Christchurch work got extremely stressful after the earthquakes as well as dealing with issues with their own house. Retirement was becoming more and more attractive and now he is retired he is much happier. He and his wife are spending more time with the grandchildren and travelling around New Zealand.

“I am so much happier now…all that stress behind us. We want to travel as much as we can while we can.”

SEASONED SURVIVORS

Lynn, 58, Unemployed

Lynn suffered abuse from a young age and then again by her partner. She has suffered drug addiction and spent some time in jail. She has worked on and off but mainly been unemployed. She feels like a wise mentor now and really ‘owns her age’. Sometimes she feels amazed that she has made it this far.

“Now I’m older people come to me to ask me about things. I don’t feel that I need to do some of the bad stuff that I did before.”

RELUCTANT SLOGGERS

Robert, 66, Manager

Robert, originally from Malaysia, has just bought his first home. He believes he will work until he ‘drops’ as he and his wife have just bought his first ever home. He wants to work and doesn’t think he and his wife would get on well if there were at home all day together. He feels younger than he is as if he is ‘just getting going’. If he won the Lotto he would give up work tomorrow though.

“I can’t even think about retiring as I have just bought a house and the mortgage payments are pretty high. I like my work though and can’t imagine not working.”

MORE INFORMATION ABOUT OUR CLIENTS

CIGNA

Cigna’s Chief Marketing Officer, Suzanne de Geus, said the Baby Boomers are the connective tissue between generations and influencers in their own right. “Cigna’s own annual 360 survey of financial health and well-being showed that Kiwis have an exceptionally high perception of ‘old age’, which at 72 is the highest amongst the international markets surveyed.

Baby Boomers definitely don’t consider themselves “old”, they prefer advertising that is light-hearted and definitely not ageist! Cigna acknowledges the increasing importance of the over 50s community and the role GrownUps.co.nz, an online lifestyle magazine plays, in providing engaging content in a way that is relevant and rewarding to its members.

“However, the result of feeling perpetually young is that we don’t prepare for retirement, in fact, we think we will have time to think about the future later. But if Kiwis want to keep on spending time with their families and enjoying a great quality of life, we need to prioritise health and financial arrangements and get the necessary plans and protection in place for greater peace of mind.”

Clare Hall-Taylor

Clare Hall-Taylor

Head of Research

clare@htgroup.co.nz

+64 21 026 33116