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Boom

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Boom

Marketing to the Ultimate Power Consumer - the Baby-Boomer Woman

AMACOM,

15 min read
10 take-aways
Audio & text

What's inside?

Males 18 to 34 are no longer the coveted demographic. Baby-boomer moms and grandmas really hold the purse strings.

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Baby-boomer women remain invisible to most marketers, even though the demographic is expanding in shape and depth, and taking on vibrant colors. Boomer women – born between 1946 and 1964 – outnumber Gen-Xers, Gen-Yers and boomer men. And, contrary to common, outdated beliefs about women older than 40, these financially savvy women are in powerful positions, working longer, embracing new life experiences, and making the majority of purchasing decisions. Authors and boomer experts Mary Brown and Carol Orsborn thoroughly researched the makeup and motivations of boomer woman. They also gathered insights and examples from marketers in various categories who successfully reached this vibrant, varied and influential consumer. The case histories, although engrossing and informative, are set off in boxes throughout every chapter and somewhat interrupt the flow of information. All boomer women will want to read this book for validation of their generation and its achievements. But getAbstract recommends it to men as well, to learn what makes the boomer women in their lives tick. And if you want to learn about marketing to boomer women, this is a good place to start.

Summary

The Stats Are Overwhelming

The 40 million or more baby-boomer women born in the U.S. between 1946 and 1964 wield an enormous amount of financial power. They are responsible for most household purchasing decisions, spending more than a trillion dollars every year. They spend on average $10,000 more annually than their male generational counterparts. Boomer women are the new "sweet spot" demographic group, even though many marketers have stubbornly held onto the outdated notion that males 18-34 are the prized consumer.

The Sacred Seven

Today’s boomer women promise to be an influential economic entity well into their 70s, particularly in categories such as technology, travel and health care. Every marketer should know these seven points about baby-boomer women:

  1. Women will control two-thirds of consumer wealth in the U.S. by 2015 and boomer women will make up the largest percentage of this demographic.
  2. Baby-boomer women are at the height of their earning power and are planning to work longer than previous generations.
  3. Many boomer women will inherit large sums of money.
  4. Women make more than...

About the Authors

Mary Brown is founder and president of a marketing firm that helps companies reach boomer women. Carol Orsborn, senior partner at the firm and a pioneer in the field, wrote The Art of Resilience and The Silver Pearl.

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