Marketing to (Primetime) Boomer Women

Trendsight.

Boomer women are brimming with confidence. When marketing and sales teams discuss what Boomer women care about, this fact is very important for appealing to these women.

Boomer women have confidence.

In the Girlfriend Groups conducted with DDB Chicago, Boomer women told Trendsight that getting older better equips them to make decisions more confidently than when they were younger. They know how to handle unexpected turbulence and how to get around obstacles in ways that younger women have yet to figure out.

With age comes experience. And with experience comes wisdom. This wisdom has given Boomer women confidence and control over their lives, indeed a swagger, that, in some respects, makes younger women look a touch wimpy!

Here are two quotes that exemplify Boomer women's belief in their own confidence:

"There's a magic to getting older in that in time of crisis you know it will pass, and it won't be forever. When things go wrong, it's not the end of the world, as I used to feel in my 20s" - Sandi, 61

"Now that I am older, I feel good about myself. I have confidence emotionally and am at a better place than when I was younger. I like being this age. I am much more self-confident. It comes from just living, learning about other people and their motivations. A sense of how the world works." - Anne, 62

And the statistics in the following table can inform many marketing to Boomer women strategies:

A "Can Do" Swagger

% Boomer women who agree (50-70)

% Younger women who agree (25-49)

I have a great deal of self-confidence.

69%

63%

I can easily handle whatever tough things come my way.

81%

77%

Changes in routine disturb me.

38%

48%

For Boomer women, there is significant power in the realization that they can master the curveballs and "high hard ones" that life throws at them, and that they can do it with a high degree of equanimity and aplomb.

So what does this mean for marketers and salespeople who are trying to reach Boomer women? Two things:

1.     Boomer women's confidence also gives them the drive to keep their lives moving forward-which represents a significant marketing opportunity.

2. When marketing and selling to Boomer women, companies must honor Boomer women's confidence in themselves. That is a good way to build trust with this group.

Which leads me to ask your marketing and sales departments two questions-How will you approach this marketing opportunity? and Does your current sales approach fit with how Boomer women actually view themselves?

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Source: Trendsight