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Understanding The Boomer Female Mindset

Marketers must overcome the stereotype they hold of 40+ women as set in their ways, not open to new ideas (or brands) and operating in a position of “invisibility”. To the contrary, a boomer woman, is not a chronological clock watcher. In fact, she has an aversion to aging. She keeps growing, and even in mid-life and beyond, seeks meaning in life, wants to be productive, wishes to contribute to society and relishes a fully-lived life.

Given this versatility of mindset and the non-traditional motivation of the Boomer woman, marketers would be well advised to heed the following:

• Boomer women represent a marketplace of silent, untapped and unacknowledged potential. The segment is too large and too powerful to be ignored or payed lip-service to.

Men are primarily left-brain thinkers. Their thought processes and behavior operate in a linear fashion. This means they’ll do the homework, check the specs, research the competition and seek word-of-mouth validation before they buy the product. For the female, the detailed workings of the product or service are, less important than a deliverable such as quality. How the product performs is much more important than how it’s derived in the mind of this demanding buyer.

Authenticity is mandatory in brand communication. Marketers should never over-sell or over-hype the brand if they wish to attract the attention of the Boomer woman who can spot a fake and detect a false spiel at forty paces. They’re much brighter, and much more perceptive and discriminating than most marketers realize.

Brown and Orsborn sum it up best when they note that “These are exciting times to be a woman 40+. She has never been more powerful, more creative and more demanding. Get in synch with her, and these can be equally exciting times to be a marketer as well”.

Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email


3 Responses

  1. What a succint, to the point, well-written and well-founded article. Women in their 50’s, 60’s, 70’s and nowadays 80’s are still forging market trends. All we need is a wake-up call for those who are still behind in their thinking!

  2. So true! Women are out there in force these days!

  3. My wish is that younger women (as well as men) would understand this.
    Great Article

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