Attention Marketers: Boomer Women Are A Booming Audience

Are Boomer Women Booming?Did you know that, women account for $7 trillion in consumer and business spending in the United States? And, over the next decade, they will control two thirds of consumer wealth?

In “The Top 30 Stats You Need to Know When Marketing to Women,” Ekaterina Walter wrote, “Women make or influence 85% of all purchasing decisions, and purchase over 50% of traditional male products, including automobiles, home improvement products and consumer electronics.

As early as 2000, women were found to have surpassed men in Internet usage. And according to ComScore, women’s sites were one of the fastest growing Web site categories in 2008, gaining 46% more unique visitors than that category saw in 2007.

Kristi Faulkner, founder & creative director of WomenKind put it this way, “Women are incredibly powerful consumers . . . . The big opportunity is to realize that these women are critical to the success of most brands and need to be spoken to with dignity and respect, and [Web sites] give you the opportunity to connect with them in a very powerful way.

Boomer Women Have Buying Power

As you can see from these observations, women have always been an audience to pay attention to (if you’re a woman reading this, you already know that. Don’t you?). Now, savvy marketers are taking a closer look at a more specific group – “boomer women” and their buying power.

For instance, according to Facebook, since September 2008, the number of women over 55 on the site has tripled. These women are making up the social network’s fastest growing age group.

Co-authors of Boom: Marketing to the Ultimate Power Consumer – the Baby-Boomer Woman, Mary Brown & Carol Orsborn, Ph.D. observed that women:

• Make 80% of home improvement decisions.
• Account for 65% of all new automobiles sold every year.
• Purchase over 66% of computers.

In an excerpt from their book, they also explain that the “the majority of Baby Boomers today are women, a proportion that will increase substantially over the coming decades. Beyond their sheer numbers, Boomer households spend more every year on consumer goods and services than their younger cohorts.

Additionally, with more established careers than younger generations, Boomer women are at the peak of their earning potential, with many planning to work well into their 60’s, 70’s, and beyond.

As discussed in a previous blog post about identifying your ideal client, saying that you’re marketing to women is too broad a niche.

If marketing to boomer women makes sense for you, get even more specific about what their needs are and how you can help them. Then, go for it.

“These are exciting times to be a woman 40+. She has never been more powerful, more creative, and more demanding,” said Mary Brown “Get in sync with her, and these can be equally exciting times to be a marketer as well.”

So, fellow marketers, what say you? Do you have a product or service targeted toward boomer women? If so, please share more about it in the comment section. I am a boomer woman and would love to hear from you!

For some online resources about Boomer Women, check out:

National Association of Baby Boomer Women
Boomer Women Speak
More Magazine
Marketing to Women Report

Debra Jason

Marketing & writing with heart, not hype at at The Write Direction
A recipient of the “Creative Person of the Year” award, Debra educates and empowers creative solopreneurs and enthusiastic business owners to create a lifestyle business that provides them with the flexibility, fun and freedom to do what they love. She also inspires you to communicate your marketing message in a way that captivates and converts your prospects into loyal, raving fans - even if you have been struggling with how to transform your ideas into words in the past.

Comments

  1. Great article more attention needs to focus on my very important demographic. Too often all attention is focused oin the 18-34 demographic when their earning power cannot compare to the baby boomer women. Thanks for shining light on the topic.

    Michelle (wirequeen) Hawkins

    • Hi Michelle, according to the Top 30 Stats’ article mentioned in this post, 91% of women say advertisers don’t understand them. So, if your product/service meets their needs, solves their problems and makes their lives easier, best to communicate that message in a way that shows you understand, captivates and compels them to take action.
      Thanks.
      ~Debra

  2. Thanks for the article. I thought I was the only one using the boomer women tag. I have a food blog, energy healing and forgiveness blogs targeted to us boomer women! 🙂 Just have to work on the marketing. Best wishes. 🙂

    • Mary Pat, surprise, you’re not alone when it comes to focusing on boomer women (or using the phrase).
      The population of beautiful boomer women is bountiful. With a little market research about their needs . . . wants . . . challenges, you can target your message accordingly. Keep up the good work.
      Thanks. ~Debra

  3. Just on the tail end of the Boomer’s myself. My business targets Boomers, both women and men, on living fully before they die by accepting their mortality. I’m right there with you in seeing the potential for this target group! Thanks for the post Debra!
    Ava

    • Adrienne, sounds like you’re doing your market research. Doesn’t it feel good to know who your ideal client is?
      Ava, do you find many boomers have yet to accept their mortality? These days I think more & more people are learning to enjoy life fully while they can.
      Thanks to both of you for stopping by and sharing your thoughts.
      ~Debra

  4. My niche is online marketing which you may think would be male dominated. According to the research I have done on my demographics, a lot of my followers are in this age group.
    Adrienne Dupree recently posted…JustRetweet – How to Get Relevant Twitter Followers For FreeMy Profile

  5. Hi Debra…thanks for your article. Very informative. I appreciate your current stats for this demographic. 🙂
    LizWhoMotivates recently posted…UBC #11 04/11/13– From Worrier to WarriorMy Profile

    • You’re welcome Liz. I just came across another interesting stat: A recent survey by Napa Technology revealed that women are the primary group driving wine by the glass sales.
      While this stat doesn’t specifically reference boomer women, I think I’m among that group as I always drink by the glass, not the bottle. 🙂
      Thanks! ~Debra

  6. Yes I am a boomer and my market is the boomers too although this article has made me realise I need to make more of it
    thank you
    Suzie Cheel recently posted…BEach Inspirations: Be BoldMy Profile

    • Make the best of it Suzie. What will you do first?
      Love your BEach inspirations (I lived on the island of Kaua`i for 10 years and have many beach photos & inpsirations). Thanks. ~Debra

  7. I think women don’t realize how powerful they really are. If they did more would pursue their dreams of starting a business. That’s why I wrote my book Sexy Savvy and Successful – A Woman’s Guide On How To Start A Business, Gain Financial Freedom and Buy More Shoes! I wanted to empower women and give them a step by step guide so they could achieve great things.
    Toni Nelson recently posted…Going to the playground could make you moneyMy Profile

    • Toni, I think it takes longer for some women to “come out of their shells” and recognize their brilliance. I had always wanted to have my own business, but never knew what that business was going to be. The day the light bulb went off for me, I was scared, but went for it. That was more than 24 years ago. Love the title of your book (especially the “buy more shoes” part). Here’s to your sweet success. ~Debra
      P.S. Left a comment on your blog about playgrounds!

  8. Thanks for your reply. I don’t drink, I have been sober for over 26 yrs. Not surprised by the stat. 🙂
    LizWhoMotivates recently posted…Hay House/Denver trip 04/12/13 updateMy Profile

  9. My products are really good across the board. I know some people want to target only to women but usually find that men can also benefit from what they offer.
    Sabrina recently posted…Mad Mimi Is Marvelous Email MarketingMy Profile

    • Sabrina, yes, men can benefit from products offered to women (and vice versa), but as suggested in my guest blogger Ava Diamond’s post, marketers have more success targeting to a specific audience.
      Hope you’ll take a peek at Ava’s guest post.
      Thanks! ~Debra

  10. Debra – It’s at this critical stage of their lives that Boomer Women are realizing that if they’ve had a big dream of making a difference in the world, time is passing to make the dream happen.

    My work is to be the catalyst for Boomer women to achieve that big scary dream they can no longer deny.

    Thanks for your insightful article.
    Darlene
    Darlene Cary recently posted…3 Tips to Tame Your Facebook MonsterMy Profile

    • I think being a catalyst for helping women transform their dreams into reality is wonderful Darlene. Keep up the good work.

      Thanks for stopping by. ~Debra

  11. Very interesting! I think my target market includes women over 40 but isn’t exclusive to them.
    Jeanine recently posted…Creating a Crystal LayoutMy Profile

    • Hi Jeanine,
      You’ll find that those promotions you target to the 40+ age demographic will draw these women to you more readily then if you speak in a way that attempts to be “all things to all women.”

      If you what you offer appeals to women in other age brackets, be sure your wording addresses their specific issues/challenges and how you help them. What you’d say to a 20 yr. old age group would vary quite a bit from those over 40. Thanks!
      Here’s to your sweet success.
      ~Debra
      P.S. As I referenced in my reply to Sabrina, you might find it worthwhile to review my guest Ava Diamond’s blog post.

  12. Super post Debra! Alexa says that the traffic coming to my site is mostly women aged 35-45 years old so I market to and am absolutely a BOOMER woman!

    A new service I’ve recently launched for Boomer Entrepreneurs is PSYCHIC BUSINESS COACHING!! Now, how fun is that?!? Loads!

    Feel free to check out my site for more info: http://heavensenthealing.us/psychic-coaching-program-visioning/
    Julie Geigle recently posted…Metatron Shares a Meditation on “Oneness”My Profile

  13. Excellent article and very interesting information! How cool that the boomer women market is growing sooo much, and that they’re using internet more and more! I don’t market to boomers specifically, but this has definitely made me think… I find lady boomers are interested in higher tier products and services (when I offer VIP days, they are the ones signing up!!) YAY! Merci!

  14. Excellent article Debra. My niche is women with online businesses who want to have control over their own brand by learning how to do their own graphic design, content and marketing. There’s a wide range of ages in my niche and many boomers. Thanks for all the great insight!
    Christie Halmick recently posted…Women Branching Out: Megan FlattMy Profile

    • Thanks Eyenie and Christie – glad you both found the article worthwhile.
      Christie, I bet there are many entrepreneurial boomer women who would benefit from learning how to do their own design. However, I’m wondering if many of them might prefer to outsource and have a pro like you do it for them. Your thoughts?
      Eyenie, perhaps if boomer women are the ones purchasing your higher-end products & services, you might reconsider your marketing message to target them more in the future. N’est ce pas?
      Appreciate you both taking time to share your comments here. Thanks.
      ~Debra

  15. Interesting – a proportion of my own clients are in that very demographic and I see many as clients in my industry. Fascinating, I hadn’t thought about targeted marketing in that way, that is something I’ll have to consider. Thank you!

    • Happy to open your eyes to a new perspective Helen. Good luck fine-tuning your message to meet the needs of the boomer women’s market. Here’s to your sweet success.
      Thanks. ~Debra

  16. Great post Debra. While my ideal client is chronic dieters (yo-yo dieters) struggling to lose weight who are on the diet roller coaster, more than likely boomer women would be in this group. They are usually finished having kids, and probably tried many “diets” over the years, having regained weight they might have lost. They are now ready to learn how to finally lose weight and keep it off without dieting. I’ll have to give some thought on how to target these women.

    Thanks for this angle…
    Bonnie
    Bonnie Giller recently posted…Healthy Meals and Daily Exercise: Make Time for Healthy Habits!My Profile

    • You’re welcome Bonnie. I’m sure there are many boomer women out there who are ready to say “goodbye” to dieting.
      You’ve got some of the touch points to target them right here in your comments.
      ~Debra

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