But She Grew Up – And So Should Your Marketing Approach
We in the Western world have a bad case of youth myopia. Because marketing as a discipline came of age about the same time the Baby Boomers did, a lot of our marketing thinking is rooted in how to market to young people. As an extension, we market to people as though they wish to be young. Any woman above 50 is invisible to most marketers (Or worse. Some marketers insist on addressing these women as “mature”).
Evidence shows that Americans are getting over their youth obsession, though. The Boomers have grown up. According to the results of an Adweek Media/Harris poll, “Given the choice, most Americans would rather be richer and thinner than smarter and younger.”
But as marketers, we’ve let ourselves fall behind this trend. Stuck in the stereotypes of a bygone day, we’re letting our outdated language and imagery get in the way of our biggest opportunity – the Boomer Woman.
Boomers, the product of a substantial surge in birth rates following World War II, were also the first beneficiaries of a new consumerist society. At the time, marketers were choosing between the “old folks” and the kids. Boomers’ parents had suffered the ravages of the Great Depression and the deprivations of a world war, so what money they had, they saved. Naturally, the admen who invented mass marketing turned their focus on the large, young population with a big, fat wallet, which made sense – at the time.
And focusing on this generation still makes sense. Just make sure when marketing to Boomer women your approach is keeping pace with the times.