Marketing to Boomer women: A radical opportunity
Tuesday, January 20, 2015
Posted by: Barbara Francella
By Marti Barletta
Baby Boomers, as a generation, have entered what I call
"PrimeTime" — most
are 50 to 70 years old. This peak of life presents new opportunities as they
reach the heights of their careers and, typically, the end of their
Boomers are the pioneers of PrimeTime women, and they will
set the stage for all the PrimeTime women to come.
Related: Sure-fire strategies for marketing to Millennials
So why are Boomer women the first? They represent a true
inflection point in history, and from now on women will never be the same.
Striding smartly through the doors of opportunity opened by their mothers,
Boomer women came of age during the radical 1960s and '70s, during the height
of the Women’s Movement. They have had choices and made decisions that their
mothers only dreamed of.
It cannot be overstated how dramatically life has changed
for, and has been changed by, Baby Boomer women. They are the first generation
of women to have:
educations. Women are graduating from college at rates that substantially
exceed their brethren.
earning power. Women are bringing home half or more of the household income
in more than half of U.S. households.
rights. This generation was the first to have the ability to control if and
when to have children, which in turn determines if and when to take a career
rights. As of 1973, a woman could not get a bank loan without the signature
of her husband or father. Until 1981, some state laws designated a husband
"head and master” of the household, with unilateral control of property owned
jointly with his wife. Think about that: in 1981, I was an adult, 27 years old,
with a Wharton MBA and a great brand management job. My husband and I had just
purchased our first house together, and he was recognized as the only "owner”
of everything we had. Whoa.
This also means marketers are pioneers in marketing to
Boomer women. We’ve never had this amazing opportunity before. Do you have a
plan for marketing to Boomer women?
Marti Barletta has been called "the
High Priestess of Marketing to Women” and "the Chief Rabbi of the
Sheconomy.” She is the author of Marketing to Women and PrimeTime Women, which focuses on the market’s
high-spending sweet spot, Boomer women in their mid-life prime. Her Fortune 500
consulting clients have included Diageo, Ford, GE Appliances, Logitech, Pfizer,
Volvo and others.
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