Boomer women live life in drive. Their outlook on life and the future is optimistic, eager and very engaged. When marketing to these women, brands should emphasize the pursuit of passion and exploration of possibilities. Here’s a little context to start your thinking.
Boomer Women Pursue Forgotten Passions
One of the first thing Boomer women do as they grow older and have more “me time” is to return to some of the activities and passions they set aside when they got overcommitted with work and family responsibilities.
They remember how much they used to like to write or sing of teach or belly dance or climb mountains. Among participants in my 50/50/50 panel, one woman told us she was starting piano lessons over again and made a point of practicing an hour every day. Another decided she wanted to prepare for retirement by taking business seminars. Others took classes in computers, photography, handicapping (when a new horse track opened in her area) and adventure (parachuting, rock climbing, rappelling. Wow. And our Girlfriend Group participants were returning to passions like art, glass beads and history.
… And They Seek Our New Possibilities
Many Boomer women are seeking out new directions. They recognize the world of possibilities before them and are unconcerned about starting fresh, being novices at something they’ve never tried before. They feel open to any opportunity and are willing to take risks the way they did when they were younger.
The irony is that when they were younger, they were unafraid because they thought they were immortal and couldn’t conceive of failure. Now they are unafraid to take risks because they know they won’t live forever, and they know failure is OK.
How These Outlooks Affect Marketing to Boomer Women Strategies
In 1970, the enormously popular book What Color is Your Parachute? was published. It offered thought-provoking new perspectives and, most interestingly, tons of exercises designed to get you to think creatively and without constraints about what workplace occupation could fire up your sense of passion and enable you to live the life you wanted.
So where is Part 2? What Color is Your Clock or something like that– terrible title, I know. Just work with me on the concept here. The idea would be to apply the same or similar exercises to help Boomers visualize the second half of their lives, and it would be tailored to their different priorities and attitudes.
I suggest to craft marketing to women campaigns based on stories of people who are exploring new possibilities and achieving their dreams. Help Boomer women understand how your brand will help them fulfill their visions and aspirations by showing them how you have helped others.