Forget millennials—Baby Boomers may soon be the biggest players in the self-care economy
Baby Boomers are the growing target of the self-care economy, as their spending habits on wellness have increased more than any other generation.
When it comes to splurging on salons and beauty products, a large sector of the self-care economy, "one generation rises far above the rest,' says a new Bank of America report that analyzed consumer credit and debit data.
As of December, Baby Boomers' spending on beauty salons increased by 4% year over year—over three percentage points higher than other generations, per the report. Boomer spending on specialty beauty stores, like Sephora and Ulta Beauty, grew even more at 7% year over year, over 5% more than other generations. One notable exception in this age group is the spending on fitness clubs, which is more in line with other age groups, but still growing by 1% year over year.
Overall, Gen Z and Baby Boomers were spending less than other generations on self-care in 2024. The report says this suggests 'that these generations may have some capacity to increase spending across all self-care categories in the year ahead.'
Baby Boomers were the most likely—52%—to say they have enough money to spend on self-care, according to the Bank of America Market Landscape Insights Study.
'This is nearly twice the share of Gen Z respondents, suggesting that younger people may seek value and low-cost alternatives by turning to general merchandise stores or shopping online for their self-care needs,' according to the report.
This comes as research underscores how lifestyle habits, like exercising, reducing stress, and taking care of overall mental health, reduce the risk of chronic conditions and help people age well—perhaps more top of mind for those in their 60s and 70s.
Baby Boomers' spending potential in self-care also may be fueling a growing market of wellness experiences claiming to help optimize aging, such as longevity tourism. Further, a McKinsey report last year found that over 60% of consumers found it very or extremely important to spend money on ways to improve their longevity.
For more on wellness habits:
4 best supplements for an energy boost, according to experts
How vitamin B12 could give you an energy boost
Americans drink more water than almost every other country. Here's why
This story was originally featured on Fortune.com
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Buzz Feed
19 hours ago
- Buzz Feed
30 Low-Cost, High-Reward Beauty Product Upgrades
An octopus-shaped Tonymoly blackhead remover, which you may have already seen since it's gone super viral for its jaw-dropping results. Just scrub it over your nose to let the cellulose beads and dead sea salt remove any dirt and oil that's accumulated at the surface. A L'Oréal foundation that's so hydrating, it doubles as a serum. The aloe leaf juice and hyaluronic acid make it super hydrating, while the buildable coverage makes it super versatile. Oh, and I haven't even mentioned the SPF 50 yet! This is about to upgrade your skincare and makeup routine at the same time. And L'Oreal's Infallible Fresh Wear foundation, which proves powder foundation can deliver some seriously smooth results. If you're tired of constantly touching up your shiny T-zone throughout the day, this powder formula is an absolute must. A L'Oréal repairing hair treatment, which takes just eight seconds — yes, eight seconds! — to repair damage and restore shine. Apply it after shampoo but before conditioner, and let the amino acids and "lamellar water technology" work their magic to smooth your hair without weighing it down. An exfoliating glove with immediate results you can actually see. Seriously, the dead skin just clumps up and rolls right off of your body. It's somehow satisfying and gross at the same time. And an absolutely magical peeling gel by Skin Food you can use to slough away all the dead skin on your face. The unique gel texture latches on to all of your dead skin to give you super smooth results once you rinse it off. An Ogx air-dry leave-in cream, which will give you Sephora-level results at a drugstore-level price. Now you can stop dreaming of buying one of those $400+ blow-dryers — this lets you air-dry your way to bouncy waves! The coconut oil and shea butter add extra moisture, while the citrus oils help add shine to your curls. Maybelline Lip Lifter Hydrating gloss made with hyaluronic acid, which is honestly the GOAT when it comes to moisturizing ingredients. Just one or two swipes will give you a sheer hint of color and healthy, fuller looking lips. E.l.f. Poreless Putty Primer, which has gone mega-viral several times for providing a perfect base for makeup by blurring pores and smoothing the appearance of fine lines, and it might just remind you of Tatcha's The Silk Canvas Primer. It's formulated with squalene for an extra dose of hydration, and it's designed to grip onto your makeup to help it last all day long. A bottle of Elizavecca hair treatment with an impressive ingredients list for such a low price. Its blend of ceramides and collagen can help add smoothness and shine to your hair in just five minutes, making it perfect for those of us who care about our hair but not enough to devote extra time to it. Many reviewers say it's replaced Olaplex in their routines! A Revlon volcanic stone face roller, which was one of the first beauty products to go viral on TikTok — and for good reason! It mops up excess oil in just a few swipes (without disturbing your makeup)! A hair-repairing serum made with argan oil and aloe leaf extract to add softness and shine without making your hair greasier than a Wendy's triple cheeseburger — although it's basically the same price as one! Smooth it through damp hair for easy styling, or apply a few drops to dry hair to smooth flyaways and frizz. A cruelty-free lengthening mascara with a whopping 266,000 5-star ratings and some seriously impressive before and after photos. Oh, did I mention it's UNDER $5 and comparable to Tarte?! Unlike other mascaras at similar price points, reviewers say this one doesn't easily clump or smudge throughout the day and is suitable for sensitive eyes. A TGIN miracle hair mask made with honey and olive oil to restore moisture to damaged hair in as little as 35 minutes — though you can leave it on for up to an hour for maximum results. Tons of reviewers with Type 3 and 4 hair say it works wonders for maintaining curls. If you've spent years searching for the perfect mask, I'm pleased to inform you the search finally ends now. A Camryn's BFF gentle edge brush with a convenient double-ended design. Use the boar bristle brush to stimulate your scalp and distribute natural hair oils, then flip over to the comb side to polish your look. The Catrice "Instant Awake" Under Eye Brightener — it'll have you singing 🎵 "where have you been all my li-i-i-i-i-ife?" 🎵 when you realize it might just replace your beloved Smashbox x Becca Under Eye Brightening Cream. Reviewers say it blends seamlessly into the skin and adds light coverage to dark circles — and now it comes in four shades! And a Maybelline Dark Circles Treatment Concealer that proves you don't have to keep spending a lot of money for full coverage. The lightweight formula is infused with haloxyl, a peptide complex that's meant to reduce dark circles and tighten skin. Many reviewers say it's easy to blend with just your fingers, so you can ditch the brush if you want to! A tinted lip balm with over 5,000 rave reviews from Etsy shoppers for its sheer touch of red that works for basically any skin tone. It's perfect for those mornings when you can't be bothered with both a lip balm and lipstick. A pack of multipurpose dermaplaning razors you can use to shape your eyebrows and remove fine hairs. You can also use it to remove any stubborn peach fuzz so your foundation will glide on more seamlessly than ever. A leave-in conditioning spray that will detangle unruly hair with a blend of argan oil, shea butter, and quinoa extract. It also smells like a delicious orange Creamsicle, so you'll be looking and smelling like a snack at the same time. A pack of cooling, hydrating eye gels with hyaluronic acid and collagen you can put on 15 minutes before that early morning weekly meeting, then toss off right before you click on the Google Meet link. A bottle of Lottabody's super fluffy mousse — just scrunch some of this through your towel-dried hair and let the blend of coconut oil and shea butter add some extra moisture and bounce to your curls. Reviewers say it's super lightweight and never leaves behind a greasy or sticky residue. An argan oil hair mask to have your mane looking ridiculously glossy in just seven minutes. Yes, you read that right — seven 👏 minutes! The argan oil will provide a nice dose of vitamin E to your hair shaft, which is known to prevent dryness and boost shine. A set of makeup sponges that'll make you question how you ever spent top dollar for a Beauty Blender. You can get five of these for less than $10, and reviewers say they blend everything from foundation to concealer like a dream. A TGIN styling mousse made with rose water and acai berries to help define your curls and stop them from becoming extra frizzy by the time the afternoon rolls around. Gold Bond's firming neck and chest cream, because your décolletage also deserves some special skincare attention. It contains salicylic acid to gently exfoliate dead skin cells, while glycerin and aloe add some extra hydration. A cruelty-free lip balm made with vitamin E and green tea that'll get rid of the crusty flakes that have been living on your lips since winter. Just imagine how much smoother your lipstick will glide on! A hydrating Cosrx repairing essence with 96% snail secretion filtrate, which provides a gentle dose of moisture that won't overwhelm skincare newbies. Reviewers mention seeing a reduction in dark spots and acne with consistent use, and even people with oily skin find that it absorbs quickly and doesn't clog their pores. Who knew snails had the secret to glassy, glowy skin this whole time?! A double-sided Maybelline liquid lipstick that's designed to last for a whopping 24 hours without caking or flaking, so you can say goodbye to constantly touching up your lip color every time you take a much-deserved coffee break. One side of the tube has the longwear lipstick, while the other side has a moisturizing lip balm so you can add some extra shine on top of your color. A bestselling Maybelline eyebrow pencil with a helpful double-ended design. Many reviewers say this one is thin enough to make perfect hair-like strokes, yet still super sturdy (raise your hand if you've ever had a brow pencil break on you 🙋♂️), while others say it blends seamlessly and is great for brow beginners. Now repeat after me: "I will NOT spend more than $10 on mascara!" The reviews used in this post have been edited for length and clarity.
Yahoo
3 days ago
- Yahoo
State of Montana Partners with GoGoGrandparent to Provide Free Transportation and Prescription/Grocery Delivery for Older Adults
Program is one of the most comprehensive in the country Customers access services by calling GoGo directly - no need for a smartphone or apps SAN FRANCISCO and HELENA, Mont., June 09, 2025 (GLOBE NEWSWIRE) -- GoGoGrandparent, the first on-demand ride, delivery and care services designed to help aging adults continue to live independently, announced today that the State of Montana has partnered with GoGo to provide free transportation and prescription/grocery delivery services to seniors. Though GoGo has partnered with other states for transportation programs, the Montana program provides a broader array of services, making it a new model for other states to emulate. Customers access services by calling GoGo directly - no need for a smartphone or apps. "Our goal in providing these services is to help older adults remain as independent as possible in their homes," said Kerrie Reidelbach, Director of the State Unit on Aging within the Montana Department of Health and Human Services. "GoGo's track record of serving older adults with care, safety and dignity made them a natural partner." The federally funded program, organized in conjunction with Montana's Department of Public Health and Human Services as well as local Area Agencies on Aging, is available at no cost to residents 60 and over. "Baby Boomers are nearly all seniors now, and people are living longer. We're also seeing family sizes shrink, which narrows the pool of potential unpaid family caregivers," said GoGoGrandparent co-founder and CEO Justin Boogaard. "States like Montana are stepping up to fill the gap with GoGo's services. We're proud to be working with Montana on this important initiative." GoGo works with local transportation providers to provide services and importantly screens drivers to help ensure they can meet the needs of older adults (for instance, by helping with walkers or foldable wheelchairs). GoGo operators also monitor rides en route, and will proactively contact drivers and/or riders should any issues or questions arise. The program launched in Yellowstone and Fergus counties in August 2024, and later expanded to Lewis and Clark, Broadwater, Gallatin, Silver Bow, and Jefferson counties. Monthly ride volume reached over 750 in May 2025. To learn more about Montana's program, visit About GoGoGrandparentGoGoGrandparent provides the first on-demand ride, delivery and care services designed to help aging adults continue to live independently. Clients select GoGo's suite of 24/7 concierge services including rides, meal delivery, grocery shopping, house cleaning, medication delivery, companions, pet services and more via a simple phone call, no smartphone or app required. GoGo works with partners including Uber, Instacart, DoorDash, TaskRabbit, Walmart, Amazon, and vetting drivers, vehicles and companions to make sure they can accommodate the needs of seniors. Built in 2016 and inspired by the CEO's grandmother, GoGo is relied upon by hundreds of thousands of people and available in all 50 states as well as Canada and Australia. Learn more at Media contact:Kerry MetzdorfBig Swingkerry@ A photo accompanying this announcement is available at in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Tom's Guide
3 days ago
- Tom's Guide
Are there any benefits to using a sunrise alarm clock in summer?
From sleep headbands to sleep masks and viral vagus nerve stimulators, my job as a sleep tech writer means I've tried my fair share of gadgets that promise to help you fall asleep fast and sleep well through the night. But what's the one device that I think is really worth your money? A top sunrise alarm clock. Honestly, I've asked the same question as you — is there really any benefit to using a sunrise-simulating gadget in summer when natural daylight streams through your window? While I can't wake up without one in winter, I assumed a sunrise alarm clock would be redundant come summer. Turns out I was wrong: I'm still using my beloved Philips SmartSleep Wake-Up Light in June. From elevating your bedtime routine to fighting morning blues, here are the benefits of using a sunrise alarm clock all year round... A sunrise alarm clock is a wake-up and night light, alarm clock and sleep sound machine, all wrapped up in one gadget. There's a sunrise alarm clock to suit every budget and bedroom aesthetic. You can get a Geuuap sunrise alarm clock for just $24.99 at Amazon or splash out on our #1 sunrise alarm clock of the year, the Hatch Restore 2 ($169.99 at Amazon), which comes with a library of sleep mediations and looks sleek on your bedside table. Exposing you to light first thing in the morning, these bedside accessories help regulate your circadian rhythm. This means your body will know exactly when to release and suppress sleepy hormones like melatonin, so you fall asleep fast and wake up alert. You don't have to pack your sunrise alarm clock away during summer. Here's how it can still help you get a good night's sleep and wake up refreshed... The sunset simulation and sleep sounds including with many sunrise alarm clocks are great year-round additions to your nighttime routine. Personally, I love using my Philips SmartSleep as a reading light before bed. It provides a warm light that gradually dims as I read, helping me feel sleepy and relaxed as I get through a chapter or two. Plus I don't have to get up or reach over to turn the light off just as I'm nodding off, counteracting the sleep-inducing effects of reading. You can put it on a timer so it turns off automatically. According to Talker Research, 49% of Gen Z and 32% of baby boomers lean on sounds to fall asleep, and this is where a sunrise alarm clock can help you fall asleep fast. The new Hatch Restore 3 sunrise alarm clock comes with an upgraded audio library holding more than 60 sleep sounds from guided mediations to sleep podcasts, soothing domestic sounds and ASMR. Although simulating natural light is their main purpose, sunrise alarms have audio alarms too. Even though the gradual light increase slowly pulls you from sleep, many people, including our testers, don't wake up to light alone and need an audio alarm too. Packed with natural alarm sounds from tweeting birds to goat sounds, or upbeat music, sunrise alarm clocks have many alarm options that help you start your day on a better note than a jarring iPhone alarm sound. Using an alarm device separate from phone means you can follow science-backed advice and keep screens out of bed for better sleep. Plus, you're less likely to reach for your phone first thing, which experts say is bad news for sleep. Instead of mindlessly scrolling before your head leaves the pillow, you should get natural light exposure to help regulate your circadian rhythm. People subjected to poor sleep because of shift work schedules, or anyone who needs to sleep at irregular times of day or wakes up super early, would particularly benefit from a sunrise alarm clock in summer. Shift workers may need to block out natural daylight for them to be able to nod off during the day to prepare or recover from a night shift. The simulated sunrise can help them wake up gradually at any time of day, preventing grogginess upon waking. While these people can't help their circadian rhythm being out of whack, the simulated daylight will help their internal body clock understand when to be alert and when to rest, which can help lift their mood, energy levels and sleep quality. Heavy sleepers may not be woken up naturally by light coming in through the window, especially on greyer days which, unfortunately, still occur during summer months. The added intensity of light from the sunrise alarm clock can help them wake up. The morning light exposure also helps reinforce your circadian rhythm, especially if you're exposed to late sunsets that can delay melatonin production. What's more, the warm colored light from the alarm clock is more likely to boost your mood than grey skies. This is because morning light exposure boosts serotonin levels, supporting a more positive mood and reducing irritability and grogginess. You may use blackout curtains to get your kids off to sleep at a reasonable time at night throughout the summer months when daylight hours are longer, so the sunrise alarm clock can help wake them up come morning. Plus, they're sure to enjoy the different color light options — particularly on the affordable Momcozy sunrise alarm clock available for $49.99 at Momcozy — and fun sleep and alarm sounds included with most clocks.
