Study shows baby-boomers in favourable light

23/3/98

The 'me-generation' stereotypical baby-boomer has mellowed with age, earning one of Australia's biggest population groups the new title of the 'we-generation'.

That is the finding of new research announced by Sport and Recreation Minister Norman Moore today.

Mr Moore said the study, commissioned by the Ministry of Sport and Recreation and presented at the 1998 annual Recreation Conference, painted a picture of a generation which was looking for balance and quality in life.

"The baby-boomers have long been portrayed as self-centred, ambitious and opportunistic," he said.

"I am pleased to say this new research puts those born between 1946 and 1960 in a much more favourable light."

The study, Exploratory Research Project WA Baby Boomers, was carried out by Simpson Norris Pty Ltd and paid for by the Ministry of Sport and Recreation.

It says the baby-boomers are the changing generation.

"Baby-boomers are caring, sharing, looking for quality and balance in life and want to put something back into society," Mr Moore said.

"They are concerned for the future of their children and believe the future lies in looking after their money, their health and their environment."

The Minister said the new research also made it clear that as baby-boomers, currently aged between 38 and 52, get older, the cardigans and slippers would be making way for bathers, golf clubs and hiking boots.

"The research suggests the baby-boomers are after action and adventure," Mr Moore said.

"They want to try new experiences, with activities nominated by the survey sample including swimming to Rottnest, deep-sea fishing, a golf tour of Asia, trekking in Nepal and learning to play the piano.

"The baby-boomer generation will be active for longer in team sports and personal recreation.

"This will bring a boost to the leisure industry, but suppliers should be warned that this will be a demanding generation expecting value for money, quality of service and flexibility.

"This Ministry of Sport and Recreation-commissioned research is going to be of great use to the leisure industry and paints a new picture of one of Australia's biggest population groups."

Media contacts: Bob Figg on 9 387 9749

Hartley Joynt, Minister's office, 9321 1444