‘Empty Nesters’: discovering a lost targeting opportunity?

;

;

‘We need to talk to some ‘empty nesters’’

A typical request, in many a research brief, that invariably refers to anyone over the age of 45, who has had children but whose children no longer live at home.

This can be an incredibly broad group that fails to differentiate between the various stages of the emptying nest.

;

There have been many studies segmenting the over 50’s, but as far as we are aware, none that specifically focus on the female experience of the ‘emptying nest’.

;

Given the increasing spending ‘power’ of this older, female target group, we decided to dig deeper. . .

We shouldn’t be lumping ‘empty nesters’ together

When we talk to mums, we differentiate between the various stages of motherhood, age of kids etc. . .so why do we lump empty nesters together?

;

We surmised that there are likely to be significant differences in attitude and behaviour between women at different stages of the emptying nest. In particular, we wanted to focus on potential differences between the two ‘extremes’ within this broad category:

“Emptying” the nest . . children just leaving with the inevitable, experience of the ‘boomerang’ effect

The “Emptied” nest. . .when kids have been gone for some time

From a marketing perspective, we believe that women in the “emptying” ;phase could be particularly interesting, given the fact that they are in a key ‘transition’ stage.

;

Transition stages coincide with changing needs and so represent a particular opportunity for relevant brand owners to identify, understand and fulfil those changing needs.

;

Exploring the differences

We spoke to 26 women, aged 45-57, across the country and at different stages of the ‘empty nest’. . . from anticipating departure of their first child, to 2-3 years post last child having left

;

Defining the targets: from Tweenie to Phoenix. . .

There are discrete targeting opportunities within the broad ‘empty nest’ category. This is based on the recognition of two, key mindset stages:

The ‘Adult Tweenie’ (the ‘done-it-all’. . . but now what?)

The ‘Phoenix’ (the ‘done-it-all’. . and now, WOW!)

The ‘Adult Tweenie’ represents the key transition period. . .their lives are in limbo/on ‘hold’ whilst they are waiting for their kids to truly ‘leave’ and whilst they learn/adjust to a new way of life:

“When the kids were at home, I knew the structure, that I needed to cook a meal in the evening, that there would be washing and stuff, but now I find myself delaying coming home because I don’t know what to do. It’s like I was a mum, I’m still a mum but I’m not sure what that means anymore”

The main marketing opportunity lies in facilitating the shift (or ‘metamorphosis’) from Adult Tweenie to the more liberated and confident ‘Phoenix’:

“I find now that I really enjoy the fact that the house is as I left it in the morning, I can watch the TV programmes that I want and we (my husband and I) can just go off when we want. I have started to do things for me for the first time in years. . .” ;

Implications?

;

Worth considering. . .

;

– potential value of segmenting the female, empty nester target between those emptying the nest ;vs those in the emptied nest

;

– potential opportunities for building relationships with women in the key transition stage of ‘Adult Tweenie’

;

– significant difference in mindset, and consequent communication needs, between the ‘tweenie’ and the ‘phoenix’

;

For more information on the scope of this study, and on our tailored approach to researching women, please contact Debbie Carne at ‘Discovering Eve’. T: 020 8342 5369, M: 07831 619765,

email: debbie@dcrmltd.co.uk