Five Amazing Facts About Boomer Women

Five Amazing Facts About Boomer WomenCall them what you will, Boomer women, older women or—my preference—PrimeTime Women. Women aged 50-70 are in the prime of their lives and represent an amazing marketing opportunity. But what do these Boomer women care about? And what strategies are best for marketing to Boomer women?

For my book, PrimeTime Women, I worked with agency powerhouse DDB Chicago to learn what makes Boomer women tick. We conducted Girlfriend Groups with women in their 40s, 50s and 60s, respectively. DDB also has a remarkable research knowledge base in their proprietary Life Style Study that has captured a treasure trove of consumer and category data for over 30 years.

What You Need to Know About Marketing to Boomer Women

Five Amazing Facts About Boomer Women

Here are five amazing facts about marketing to Boomer women. These are key aspects about Boomer women marketers need to know.

  1. Experiencing the Joy of Being – 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. She’s happier and more content and possesses a brighter, more optimistic disposition than Generation X and Millennial women who are many years who junior.
  2. Relishing Liberation – Boomer women relish their liberation. Identifying with their new-found sense of freedom and independence will ensure your marketing efforts resonate with Boomer women. But this isn’t the same old “women’s liberation” you’ve heard about your entire life. Boomer women are redefining the term. They are enjoying a “liberation from expectation.” Even in the face of challenges and demands on their time like children moving back home and caring for aging parents, most Boomer women still say that they feel freer than they did when they were younger.
  3. Rocking Her World – You need to rock her world when it comes to marketing to Boomer women. The social and political activism that was the imprimatur of the 1960s is still alive among Boomer women, and beating with a much stronger heart than is the one beating in younger women. Many of the more activist attitudes and behaviors that were formed when Boomer women were in their youth have stayed with them as they’ve gotten older. They still want their voices to be heard—be they liberal or conservative.
  4. Brimming with Confidence – In the Girlfriend Groups conducted with DDB Chicago,Boomer women told us that getting older better equips them to make decisions more confidently than when they were younger. They know how to handle unexpected turbulence and how to get around obstacles in ways that younger women have yet to figure out. With age comes experience. And with experience comes wisdom. This wisdom has given Boomer women confidence and control over their lives, indeed a swagger.
  5. Living Life in “Drive” – 59% of Boomer women agree with the statement, “My greatest achievements are still ahead of me.” Further, Boomer women have a very clear idea of what it is they want to achieve and how they are going to get there. Over two-thirds (68%) of Boomer women agree, “I am the kind of person who knows what I want to accomplish in life and how to achieve it.”
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About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

2 thoughts on “Five Amazing Facts About Boomer Women

  1. Colleen Fahey

    From the looks of it, we Boomer women are Walt Whitman!
    “I exist as I am, that is enough,
    If no other in the world be aware I sit content,
    And if each and all be aware I sit content.
    One world is aware, and by the far the largest to me, and that is myself,
    And whether I come to my own today or in ten thousand or ten million years,
    I can cheerfully take it now, or with equal cheerfulness, I can wait.”
    ― Walt Whitman

    Reply

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