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. …