Marketing to Baby-Boomer Women
By Allan Pulga
Make sure to keep many your marketing angles pointed toward middle-aged/older buyers –specifically the females of that age category – because they’re the ones who truly impact your profit margin.
While it’s not uncommon for the lady of the house to do most of the shopping for the family, studies have shown that members of the Baby-Boomer generation still make up the majority of the money-spenders in the U.S. population.
According to the American Management Association, female Baby-Boomers are the most powerful consumers in the nation, influencing up to 80 percent of the $2.1 trillion boomers spend on consumer goods and services.
“At the peak of their careers, these women have more discretionary income that ever and make most of the purchasing decisions of their household,” write the authors of the National Federation of Independent Business website (www.nfib.com), who point to Mary Brown and Carol Orsborn.
Brown and Orsborn, in their 2006 book: Boom: Marketing to the Ultimate Power Consumer – the Baby-Boomer Woman, identify four facts retailers should consider before revamping their marketing materials:
1. She is loyal to companies, not brands.
It is a common misconception that women become more brand loyal with age. Although a woman in her 40s, 50s or 60 may continue to purchase a product or service from the same place, it’s more likely she’s inclined toward the company rather than the brand.
“She wants a relationship with the company – and she wants it to be sincere,” explains Orsborn. Such a woman is conscious of a company’s reputation, especially in terms of community involvement and social responsibility. She cares about how respectful a company has been to her in the past and how accurately it understands her needs.
Think about ads for products like Swiffer, Mr. Clean or any dish soap you choose: See how easy these products make the lives of Baby-Boomer women? The actress is always amazed at how little work she now needs to do and is brimming with joy!
Furthermore, women are selective about quality, service and deals. Men, on the other hand, show habitual buying patterns with age and stick to the same brand out of convenience and trust.
2. She is technologically savvy.
The female Baby-Boomer knows how to do her research and where to look: on the Internet. Studies show that boomer women are as likely to consult websites before making purchases as Gen-Xers, Orsborn says.
In 2004, women aged 35 to 54 represented the highest proportion of web surfers. Direct catalog marketers even calculate that 70 percent of all online purchases are made by women, many of whom are indeed Baby Boomers.
“This generation of women is on the run, and they’re much more high-tech oriented that you would guess,” says Orsborn.
3. She still feels young.
According to Orsborn, most boomer women see themselves as a decade younger than they are – treat them as such. Refrain from using terms such as “golden,” “mature,” “seniors” or even “middle aged.”
Take a balanced approach. They don’t want to see some airbrushed young girl pushing product, but they don’t want to see a wrinkled old woman either. These women want to see themselves in a vital way. Show active mothers and professional women using your products or services (this makes a lot of sense for cellular retailers!).
A 2006 study found that – more so than men – women depend on cellphones to express style, to stay connected with their families and to save time.
4. She wants to be empowered.
The times have definitely changed. Nowadays, age does not define a woman’s life stage. A boomer woman may be an empty-nester, a caring grandmother, a small-business entrepreneur and a dating single – all at the same time! These women are seeking products and services that appeal to their sense of adventure, curiosity, energy and development. “You have to tune into how she wants to be talked to – and that’s in way that’s respectful of her growth process,” says Orsborn.