Many Boomer women find themselves single in midlife, either by choice or by chance. As of the 2010 U.S. Census, 39% of women aged 50-74 were single.
Before you go feeling sorry for these single Boomer women, you should know that most of them are not leading the stereotypical sad, lonely life you might imagine. These women are PrimeTime Women and are smashing the myths of “old maids” and “little old ladies.” They are enjoying their autonomy while growing their social networks through clubs, communities and interest groups. They finally have time to cultivate the interests they may not have during their youth – and are discovering new activities.
Single Boomer women in the United States are becoming an economic force in their own right. Savvy marketers need to keep in mind that they are the sole decision-makers in a substantial percentage of 50+ households.
Three industries in particular need to step up their game- housing, real estate and financial services. Already, single women own almost twice as many homes as single men. I’m sure you can think of ways to enhance your offerings and marketing to single Boomer women (if you haven’t already?).