Baby boomers as gamblers: recognizing and preventing gambling harm with intersectional approach

This study aims to discuss and analyse the gambling habits and perceptions towards gambling cultures and problems among the large 'baby boomer' generation in Finland from an intersectional approach. These people born between 1945 and 1955 in their retirement or approaching retirement may face new risks regarding gambling. The results of this study support the designing of harm prevention among this ageing generation.

Twenty-five people were interviewed in six focus groups. Participants' gambling experience varied from non-gambling to having experienced some problems. Three of the focus groups had participants with second degree education the highest, and three of the groups had participants with second degree education the lowest. Four interviews were conducted in the capital area and two in rural environments.

The group interview data were analysed with thematic content analysis. After initial coding in accordance with the research questions, subthemes and final themes were formed. Results are discussed through the final themes.

The main results concern the gambling habits on the participants' life course: from shared, cultural experiences in their childhood to mostly minor gambling on the edge of retirement; the mutual understanding of the enormous growth in gambling supply during their lifetime, but emphasizing the importance of gambling monopoly for the society; and framing gambling problems as an individual tendency.

The prevention of gambling harm within this generation needs to take into account the historical changes they have lived: from few, harmless gambling products framed as an instrument to support 'good causes' to the current world of commercial gambling. The deterministic understanding of gambling problems as an individual flaw may prevent recognizing problem gambling and seeking help to tackle the problems. Risks for gambling harm relate more to the gambling structures and cultures this ageing generation lives in, and the deterministic, individual understanding of gambling harm they share, than to marginalized positions they may have through gender or education.