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 And, contrary to common, outdated beliefs about women older than 40, these financially savvy women are in powerful positions, working longer, embracing new life experiences, and making the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.
In this summary, you will learn
- Why baby-boomer women are the "sweet spot" demographic;
- Who boomer women are, what they want, what they need and what they buy;
- How to tailor your marketing to appeal to this dynamic group; and
- How some forward-thinking companies and industries are marketing to boomer women.
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.