Baby Boomers Seek Non-Invasive Cosmetic Procedures to Resemble Their Perceived Age

In April, 2010, Del Webb, the builder of award-winning active adult communities for people 55+, released results of their 10th Baby Boomer survey since 1996. Their goal was to better understand the attitudes and opinions of this generation.

This study is particularly useful to us at Dr. Bass’ office since many of our patients are Baby Boomers. By looking at the first Del Webb Baby Boomer Survey conducted in 1996 as the first of the Baby Boomers were reaching 50, the 2010 survey shows how opinions and attitudes about life, culture, retirement, finances, etc. have changed.

The survey shows that this generation considers their age as just a number. Baby boomers now believe that it’s what they do with their mind and their life that really matters.

According to Deborah Blake, Del Webb creative director, “Baby Boomers have a much different mindset toward growing older than earlier generations.” “Feeling older is just a state of mind for many of them – one that most have no interest in. Many consider themselves healthy and active, primed for the next part of their lives with no plans to slow down anytime soon. They want to do it all as they enter this next phase, from working longer to trying Zumba and acting classes to volunteering their time.”

The 2010 Baby Boomer Survey shows that Baby Boomers feel much younger than their years. In fact, as chronological age increases, the gap between that number and perceived age increases.

A few noteworthy findings:
· Baby Boomers turning 50 this year see the difference as “merely” a decade.
· Baby Boomers over 50 feel an average of 13 years younger than their actual age.
· More than 50% of both age groups said they work out regularly.
· Both groups believe that “old age” starts around 80.
· Baby Boomers believe they feel so much younger than their chronological age because of a “good sense of humor”, “happiness” and “mental attitude”.

Matt Thornhill, president of the Boomer Project, the leading national authority on marketing to Baby Boomers, says that “The goal for Boomers is to pursue the ‘Fountain of Vitality’ for the next 40 years.”

The 2009 Quick Facts from The American Society of Plastic Surgeons survey is consistent with Del Webb’s report. It shows significant increases in cosmetic procedures since 2000, as people seek to match their outside appearance with the perception of their age.

Percentage of change from 2000 to 2009
· Total cosmetic procedures increased 69%
· BOTOX® Cosmetic injections increased 509%
· Soft tissue fillers increased 164%

As many Baby Boomers are discovering, there really is a fountain of youth; come take a little dip at Dr. Bass’ office!