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

June 19, 2007

Who has control over the economic purse strings and makes the buying decision in 80 percent of important purchases? A new book by Mary Brown and Carol Orsborn, Ph.D. says it’s 40+ women born between 1946 and 1964.

Before you run out and adjust your marketing to include the color pink and messages about aging, the authors of BOOM provide compelling research that suggests a woman over 40 doesn’t identify with the date on her driver’s license. Instead, she defines herself by the issues she’s facing at the time. Your response to this may be successful with life-stage marketing.

Considering the baby-boomer woman’s focus is on her stage, and not her age, messages that appeal to transitions and life experiences may be the way to get your marketing noticed. Among the various stages of being caretakers, parents, executives, golfers or social activists, Brown and Orsborn say it’s still possible to find a common thread to guide your message.

Through it all, they were viewing the issues and opportunities of midlife and beyond through the same lens that has always captured this generation of women’s attention: How to find meaning, be productive, reduce stress, make a contribution to society, and relish the fully lived life.

You can read an excerpt from BOOM and find out more about building brand relationships with women 40+ at the Authors Website. You can sign up for a free e-newsletter at this website and read more articles, a blog by the authors and frequently asked questions about marketing.