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?).
I personally know women who became single either through divorce or death of a spouse that embraced singleness as an opportunity for personal growth and service to others. One I know may remarry, but her criteria for choosing another husband is more “demanding” in other words, her personal growth is encouraged to continue.
True, indeed. Another fact a lot of people may not know is that, among people over 50, 2/3 of divorces are initiated by the wives – which is likely coming out of that same drive for personal growth and search for appreciation.