Boom: Marketing to the Ultimate Power Consumer

By Brown, Mary; Osborn, Carol | Marketing to Women: Addressing Women and Women's Sensibilities, January 2007 | Go to article overview
Save to active project

Boom: Marketing to the Ultimate Power Consumer

Brown, Mary, Osborn, Carol, Marketing to Women: Addressing Women and Women's Sensibilities

The Baby Boom has been driving the economy ever since it could spend. But a new book points out that a key segment of the Baby Boom suffered about a decade of neglect from marketers--the Baby Boomer woman. It seems that as Boomers aged, marketers assumed the women of that generation would yield to their younger counterparts to lead the way on spending trends. But instead of fading into the background, the Baby Boomer woman has emerged in the new century as the ultimate power consumer. Industries from consumer products to pharmaceuticals have targeted the segment. Carol Osborn, contributor to The Boomer Blog and co-author of Boom explains how the women of a generation have come to drive the marketplace.

Q: Seems like the Baby Boomer woman should be old news to marketers. How is this segment news?

A. Everybody, including marketers, assumed that when women hit midlife, they fell off the marketing charts. The expectation is that we would be dropped as marketers continued to focus on the 18 to 49 market. But what marketers didn't realize is Generation X is actually not a growth market. The population growth is at the older edge of the consumer range. The Baby Boomer woman isn't new, but she is being rediscovered.

Q: Have marketers woken up to this reality?

A: Yes, today we see marketers are making that connection. I am now the co-chair of FH Boom, the Fleischman-Hillard division devoted to Baby Boomers and we did research that shows for the first time, Boomers are saying that marketers are getting it right. They feel marketers are doing a good job connecting with them, more so than ten years ago. The imagery they see in advertising, particularly in financial services and pharmaceuticals, shows Boomers as stylish and vital and that makes the consumer feel the love.

Q: Is this just a television trend or is new media also waking up to the Boomer woman?

A: Integrated marketing--across media types--is very effective with Boomers. Boomer women are online's biggest purchasers. People are surprised at how tech savvy Boomers are.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this article

Cited article

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Boom: Marketing to the Ultimate Power Consumer


Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?