Who are Boomer Women?

who-are-boomer-womenWhen people talk of “older women,” images of the stereotypical grandmother come to mind. But while Boomer women (or, as I call them, PrimeTime women), likely may be grandmothers, they won’t fit most stereotypes. While yesterday’s grandma may have sat in a rocker, reading a book and sipping tea during her leisure hours, today’s grandma is more likely to be sitting at her computer, checking her investments and sipping bottled green tea, just come in from her tennis match.

Today’s woman 50-70 years old is very different from women of previous generations. In fact, it may be said that this is the first generation who can legitimately be called “PrimeTime,” for two reasons:

  1. As recently as 50 years ago, 50-70 wasn’t really the “prime of life.” Boomer women are the first generation of women to have the benefit of recent significant advances in health, fitness and nutritional awareness, as well as access to miracles of modern medicine like knee replacements and heart transplants.
  2. Additionally, 50 years ago, 50-70 wasn’t really a “prime marketing target,” either. The things we buy now with our discretionary income simply didn’t exist then. There were virtually no consumer electronics—no smart phones, no personal computers, no GPS devices, no Internet. There were no spas, no cosmetic surgery, no gourmet grocery stores, no home furnishing stores (except for Sears), no Home Shopping Channel, no personal trainers, no venti decaf nonfat vanilla lattes. There were few real investments besides one’s home, little participation in life insurance, and a good deal of reluctance to get involved in the stock market. (Remember, the great stock market crash was still fresh in many minds).

Fifty years ago, the relatively recent innovation of Social Security enabled most people to retire at 65. Note that when Social Security was established in 1935, the average life expectancy was 61. So, for most people, there were at best only a few years between retirement and death. Travel, hobbies and socializing were modest.

So who are Boomer women? They are women who defy historical precedent. They represent an inflection point in history- a dramatic, radical change from those who went before them.

And the opportunity for marketing to Boomer women is just as dramatic and radical. We now have an entire generation to buy our products and services that simply never existed in the past. For most companies, this amazing realization has yet to dawn on them—and I wonder when they will finally take notice.

This entry was posted in Market Research, Marketing to Boomer Women, Women as customers 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.

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