Marketers Predict the Era of the Baby Boomer Woman

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With the first of the Baby Boomers turning sixty, 2006 promises to not only be the beginning of a new year — but a new era. When it comes to marketing to the Boomer woman, awareness of the power and economic clout of this generation of women is growing.


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The experts at Imago Creative, specialists in marketing to women 40+, posed themselves a New Year’s challenge: Find the top five predictions for a trend and opportunity in marketing to the Boomer woman.


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1. ; Designer Medical Supplies


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Boomer women comprise the healthiest 40+ generation in history. ; That said, she is still getting older with an increasing number of physical issues and needs. Marketers should get ready to sell her reading glasses — but know that she will demand trendier looks. Think walker joggers sold in the sporting goods department.


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2. ; The Sixty-Year-Old Co-ed


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After 30 plus years in the workforce, Boomer women are ready for a change. Universities will respond by focusing on alternative educational programs and experiential learning, and less on degree attainment. Imagine academia as a place of comfort and not intimidation. Think ‘Odyssey of the Mind’ for adults and university campuses gone spa/resort.


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3. ; Moving Back to Town


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Boomers will trade in their lawnmowers for the maintenance-free living of upscale urban condos. As the primary purchaser of home goods, Boomer women will demand to make the most of the reduced square footage without sacrificing style. Think sophisticated couches that double as sleek storage spaces and fold-down Murphy beds that double as tables.


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4. Getting Ready for Her Close-Up


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As technology bridges the gap between distances, Boomer women will find themselves investing in tools that help keep them connected to family and friends, such as web cams and web-based photo/video sharing services. ; Think easy to install, learn and navigate.


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5. Fashion That Walks and Breathes


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Boomer women are not going to leap into mid-life wearing elastic waist polyester pants and orthopedic footwear. She’s already demanding stylishly tailored fashions that cater to her changing body shape and physical comfort. ; Think shoes in line with the latest trends but that feel like sneakers, and clothing made out of high-tech materials that adjust to her changing body temperature.


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Imago Creative, the only strategic marketing firm in the U.S. that specializes exclusively in marketing to women 40+.


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SOURCE Imago Creative


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