What is particularly striking about the Boomer woman is the contentment, joy and enthusiasm with which she lives her life.
Although she describes herself as serious, being serious does not equate to being negative. You could even say that she lives by that old Johnny Mercer classic, “Accentuate the positive. Eliminate the negative.”
She’s happier and more content and possesses a brighter, more optimistic disposition than Generation X and Millennial women who are many years her junior.
She’s come to accept her age (and some of the physical and emotional challenges that come with it) with a dignity, grace and enthusiasm that belies that Rolling Stones refrain, “What a drag it is getting old.” (Perhaps it’s still true for the bandmembers. Just look at that picture.)
As DDB Chicago and I heard in our Girlfriend Groups market research, Boomer women have learned to find happiness wherever and whenever they can, whether that’s helping a daughter by taking in her children, buying a new pair of shoes, or, yes, starting to date online!
Sure, some Boomer women still struggle accepting their crow’s feet, wrinkles and sagging muscles. Yet, most have gotten past the point of needing to look young. In fact, Boomer women are just as likely as their younger counterparts to boast, “When I look in the mirror, I like what I see.” – 58% vs. 57%, respectively.
Lynn, from our Girlfriends Group told researchers,
“I love being 50; I love this time in my life. I feel stronger. I do more than I used to. I am more active, mentally stronger. I don’t think, oh God, I’m getting old. I look in the mirror and see wrinkles, and I’m okay with it.”
Just about every woman we spoke to said that she gets aches and pain and that getting up in the morning takes more time than it used to. But they adjust by getting up a little earlier or planning their days to start a little later. They get up, get dressed, and put on their makeup, a routine that makes them feel better and more alive than does sitting around in a house dress of muumuu!
Rachel, 60, remarked,
“I can feel arthritis and the aches and pains, but I still don’t think of the age.”
Even if they don’t look it on the outside, most Boomer women feel like 30 on the inside. Their psychological age is much younger than their chronological age, and in many respects, their psychological age is more youthful and vibrant than that of women 20 and 30 years their junior.
Experiencing the joy of being means that each day is special:
“I really didn’t give it a thought [what being 64 would be like]. I love it. I mean, it’s a blessing to live to 64. Age is just a number.” – Ruby, 64
“The first thing I do in the morning is say, ‘Thank you, God’ for another day.” – Rachel, 60
For marketing departments, understanding the personalities behind the numbers will help when marketing to Boomer women. Experiencing the joy of being rarely comes across in marketing efforts aimed at Boomers, but if it did, it would be incredibly effective.