Marketing to Boomer Women: Are These Consumers Smarter than Millennials?

Marketing to Boomer Women: Are These Consumers Smarter than Millennials?Sigmund Freud once claimed that “about the age of 50, the elasticity of the mental processes on which treatment depends is, as a rule, lacking. Old people are no longer educable.” Ironically, Freud was 51 when he wrote those words, and he went on to produce some of his best work after 65.

The idea that younger people are smarter and savvier than their older counterparts is inaccurate. When marketing to Boomer women, realize they are often just reaching the peak of their cognitive powers.

Boomers Enjoy the Combination of Wisdom and Brain Power

Scientists have discovered that despite a few short-term memory glitches and a slower processing speed, our mental capacity doesn’t even reach its full potential until midlife. They are learning that, contrary to Freud’s assumption, the brain continues to change and grow throughout life. One key area of growth is the accumulation of white matter in the sophisticated thinking centers of the brain (which peaks around 50). Because of these two factors, Boomer women and men can manage information better, analyze facts better and generate meanings that were entirely beyond them when they were younger.

Of course, the most important difference between older and younger brains is also the easiest to overlook: older brains have learned more than young ones. They’ve been around the block a lot more times, seen the world, made mistakes, made discoveries, managed recoveries and made amends. Says George Bartzokis, UCLA neurologist:

“In midlife, you’re beginning to maximize the ability to use the entirety of information in your brain on an everyday, ongoing, second-to-second basis. Biologically, that’s what wisdom is.”

Marketing to Boomer Women: Are These Consumers Smarter than Millennials?Studies have shown that years of experience and practice enable older adults to build up a rich library of alternative ways to solve problems or make decisions that allows them o bypass steps needed by younger adults. We get better at sizing up a situation and problem-solving. We have more confidence in our opinions, feelings and decisions and don’t need validation from others. We are more pragmatic. We develop a richer vocabulary and a better understanding of how to use these words effectively. The abilities we learned earlier in life and gained proficiency with over the years are now smoothly polished and almost second nature.

Does all this make Boomers smarter than Millennials? At this stage of life, it just might! Sales and marketing to Boomer women efforts would be wise to assume these women are smart, sophisticated and discerning.

This entry was posted in Marketing to Boomer Women, Selling to Women, Women as customers and tagged , , , on by .

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.

Leave a Reply

Your email address will not be published. Required fields are marked *