The Game-Changing Generation that Rocketed Women to the Top

The Game-Changing Generation that Rocketed Women to the TopSo, Start Marketing Financial Services to Women!

Financial management firm Barclays Wealth raised some eyebrows when they found, “More than 80% of affluent women now derive their riches from personal earnings, particularly from their own businesses.” Instead of “marrying into money,” as the stereotype goes, women are generating their own affluence through independent income, business ownership and investments.

Wow, how did that happen?

Selling to Affluent Women? Look for the Boomers!

Boomer women are radically different from all prior generations of women, and they are the main reason that 50% of US millionaires are women. Boomers are a unique breed of women! Here are the four reasons they have changed the game:

  1. Advances in health, nutrition, fitness and medical treatments mean they will live longer and happier
  2. Boomers started the college graduation groundswell among women, with 27% of college graduate Boomers being women (compared to 14% of college graduates during World War II and before)
  3. At 55%, the majority of Boomer women work outside the home
  4. Boomer women have fought for and taken advantage of gender equality measures like family planning and property rights

Boomer women have life experience and expectations that no other generation of women ever considered before. And, they have more independent wealth as a result. They expect financial service brands to honor their achievements to win their business. Are you up to the challenge?

Have you seen any particularly effective (or terrible?) approaches to marketing to affluent women? What are your thoughts on Boomer women’s affluence and power? Share your comments and join the conversation!

This entry was posted in Financial Services, Marketing to Boomer Women, Marketing to Women, Selling to Women, Women in business and tagged , , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

One thought on “The Game-Changing Generation that Rocketed Women to the Top

  1. Melanie Rudin

    An example of phenomenal marketing to female boomers are the AARP “You don’t know AARP” ads which features a vital sexy woman of an age in a dynamic work situation in an obvious power-position. In general those who think to market to boomers and then trickle down to women tend to fall into a few paltry buckets
    “hippie” high end birkenstocks and reading glasses in garish patterns “geriatric” medicine and home health aids and “lady of leisure” as in Soft Surroundings dm catalog which believes women over 40 spend their days in sweaters and some iteration of dressy pajamas. There are a few brands venturing into the realm of an older affluent consumer like Patek Philippe whose tag line indicates luxury purchases are made (predominantly by men) to be left to children upon your demise (“You don’t own a Patek Philippe, you keep it for the next generation”) Marketing to older affluent consumers seems mostly to be relegated to men and couples (hello Viagra and Cialis) There is a real dearth of advertising by high end brands to women of the boomer generation- do they think we are all staying in our little seaside cottages knitting endless blankets?


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