Baby Boomer women are ideal marketing targets.
They are affluent, at the peak of their earning power, and they love to spend — especially on themselves. But, as they move beyond the age of 50, they are also moving out of the advertising industry’s sweet spot. They are not happy about it.
As members of a generation which always defined itself through youth and vitality, Boomer women are very resistant to the idea of getting older, and they are using every tool available to fight it. As reported in « Marketing To Women, » a monthly newsletter devoted to the latest trends in research, advertising and marketing, marketers wishing to tap into this group need to be aware that Boomer women are not content to be labeled « seniors » — and they never will be.
« To make the most of these opportunities, » says « Marketing To Women » editor Lisa Finn, « marketing efforts must reflect Boomers’ view of themselves as perpetually youthful. »
« Even when Boomers are 80, it is going to be about youth. Not only do Boomer women want to live to be 100, they want to stay young and active while doing it, » says Ann Fishman of Generational Targeted Marketing. So, perhaps paradoxically, marketers’ chief rule when marketing to women over 50 is to focus on their youthfulness.
As with any group of women, it is crucial to understand key themes of Boomers’ lifestyles, which include an interest in spirituality and self-improvement, and their tendency to feel sandwiched between work, parenting, eldercare and their own needs. They are increasingly single, they find friendships are key, they often feel left out by the media, they are big spenders, and often they work in some capacity after retirement.
For marketers, spiritual practices can be paired very profitably with luxury. Boomers are especially good targets for services and products that combine spirituality with pampering, as a means of fending off daily stress.
When it comes to Baby Boomer women, « youth » is the marketing watchword. The best way to portray a Boomer woman is to always include her with women of all ages — with her daughters, granddaughters, and friends — to reflect how women actually live their lives and to break the stereotype of the white-haired couple.
« Boomer women want to maintain control over their lives. Given their buying power and capacity for more discretionary income than ever, they should be a priority on marketers’ lists, » Finn says.
Ira Mayer, publisher, Marketing to Women — imayer@epmcom.com. Marketing To Women is published by EPM Communications, Inc. (www.epmcom.com), a publishing, research and consulting firm. In addition to MTW, EPM publishes the newsletters, Youth Markets Alert, Marketing to the Emerging Majorities, Entertainment Marketing Letter, The Licensing Letter, and Research Alert, as well as directories and research studies. http://www.ExpertClick.com/19-389 Call: 212-941-0099
source: NewsReleaseWire
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