Winning in 2009: The importance of the Baby Boomers
Age Concern is working to build a greater
understanding of the characteristics of older voters.
This report builds on understanding gained from
earlier research conducted by Demos focussed on
the characteristics of ‘baby boomers’ and work with
TBWA to identify the different kinds of older voter who
reflect the diversity of this generation.
Winning in 2009 – The Importance of Baby Boomers brings together two pieces of research. The first is quantitative research by Scott Davidson of Loughborough University which identifies constituencies where the ‘older vote’ is particularly influential. Although research often focuses on retired voters, ageing and ageing issues do not begin to affect voters the day after retirement but become more central to older people’s thinking in the last decade before retirement. ‘Older voters’ in this demographic research refers to voters over the age of 55. Based on differential turnout by age group in 2005, the research applies a model of demographic change to project forward to 2009 and 2025.
Click here to download the Winning in 2009 report (362KB)
