Mid-life for Boomer women defies the cultural assumption that people become unhappier as they age. Marketing and sales professionals should focus on the many reasons Boomer women have to celebrate mid-life. One reason mid-life is such a revitalizing time for women is that women have built a support network throughout their lives, which only strengthens them as they age.
Women bond with each other by talking. Oh, there may be an activity involved—dining, shopping, working out—but it’s all a background to the conversation. They like hearing another person’s stories and problems because it builds an empathetic connection—it’s one of the things women are wired for. Women friends are great when you’re feeling low; they’re like your own personal psychotherapist.
When things are rough, like when she’s going through a mid-life crisis, a woman has a whole network of personal therapists to draw on. And this network can be a lifesaver, as some of the participants in our Marketing to PrimeTime Women research said:
“My friends and I meet and walk for an hour five days a week. We all try to touch base and be our own therapy group. It’s so healthy for me. We have helped each other out.” – Lynn, 50
“My friends… without them, I would be a basket case and much, much lonelier.” – Anne, 54
Research shows that friendship lowers blood pressure, boosts immunity and promotes healing. It may help explain one of the mysteries of medical science: why women, on average, have lower rates of heart disease and longer life expectancies than men.
A focus of your marketing to Boomer women strategies should include the importance of friendship and networks. Communicate the Boomer woman’s strength through her network, and how she is strong for own her friends.