Buckle Up: The Golden Bachelor is Just the Beginning
Whether or not you’re already a fan of The Bachelor franchise, the popularity of The Golden Bachelor has been hard to miss. In fact, its debut telecast and rebroadcast drew 11.68 million viewers, the largest delayed multiscreen TV audience of a Bachelor franchise in the last three years.
But The Golden Bachelor is not a desperate attempt by Baby Boomers to stay relevant in a changing world. It is a reflection of the enduring influence and power of this generation, which still dominates the demographic and economic landscape of the United States. According to the U.S. Census Bureau, more than 10,000 Boomers turn 65 every day, and this trend will continue until 2029. By then, all Boomers will be 65 or older, and they will make up 18% of the U.S. population.
But Boomers are not just a large group of aging retirees. They are also a lucrative market for advertisers and content producers, as they account for 22% of spending in the U.S., more than any other generation. They have more disposable income and wealth than younger generations, and they are willing to spend it on products and services that cater to their needs and preferences.
One of those preferences is entertainment that reflects their values, experiences, and nostalgia. The Golden Bachelor is an example of such entertainment, as it showcases Boomers looking for love and companionship in their golden years. The show may be cringeworthy at times, with some contestants resorting to plastic surgery and Botox to appear younger, but it also has its heartwarming emotional moments, with stories of hope, resilience, and second chances. The show also features a soundtrack of classic songs from the late 60s and 70s – the heyday of Boomer music.
The Golden Bachelor is not an isolated phenomenon. It is part of a larger trend of Boomer-oriented content that is emerging on various platforms and genres and gaining popularity in mainstream media. For instance, Netflix has produced Call the Midwife, a British drama series that depicts life in London’s East End during the late 50s and early 60s, the period of the post-war UK Baby Boom. The show has been praised for its historical accuracy and social commentary, but it also appeals to Boomers who may feel nostalgic for simpler times and a sense of community.
Another example is the resurgence of “yacht rock,” a subgenre of soft rock that was popular in the late 70s and early 80s, and that is associated with smooth melodies, sophisticated production, and nautical themes. Artists like Steely Dan, Toto, Christopher Cross, and Kenny Loggins are considered yacht rock pioneers, and their songs have gained new popularity among younger generations thanks to online platforms like YouTube and Spotify. Yacht rock has also influenced contemporary artists like Bruno Mars, Daft Punk, and The Weeknd, who have incorporated elements of yacht rock into their music.
These examples show that Boomer culture is not fading away. It is evolving and adapting to new media and audiences, while retaining its distinctive identity and appeal. Boomer content is not only entertaining, but also informative and inspiring for other generations who can learn from the wisdom, achievements, and challenges of this generation. The Golden Bachelor may be just the tip of the iceberg of what Boomer content has to offer in the coming years.