Boomer Women are in Control... and Ready to Dream Big

As companies and their marketing teams strive to understand Boomer women, we must realize that mid-life for Boomer women is much different than the stereotypes indicate. As I wrote last week in "What Do New Year's and Menopause Have in Common?",  there are three aspects to the revitalizing effect mid-life has on Boomer women. Today, let's discuss the first: they have more time and more control.

Women: A Family's CEO

To understand this, we have to start when Boomer women were younger. Despite the fact that fathers these days are helping out more with shopping, chauffeuring, cooking and housekeeping than their fathers did, in an average household, women still spend almost twice as many hours a week on these tasks as their husbands do-27 hours and 16 hours, respectively.

In addition to chief cook and bottle washer, most women are the family's health guardian, school liaison, housekeeper, vehicle upkeeper, home services coordinator, inventory manager, bill payer, chief purchasing officer, travel/vacation planner and social scheduler.

Most men keep their lives a little more streamlined: in addition to their job outside the home, their responsibilities around the house typically include lawn care, home and care maintenance, everything electronic, sports coaching and... oh, right: barbequing. (Did I miss anything?)

When the kids get older and more independent, and especially when they launch households of their own, the demands on mothers' time drop significantly. But because of the nature of their chores, and because they put in fewer hours in the first place, fathers' commitments and schedules are relatively less affected.

So while both mid-lifers are thinking longingly about what they coulda-woulda-shoulda done with their lives, only the women get an "empty nest bonus" of extra time to look into new options, interests and activities.

Perhaps this is why research shows that men's "dream fulfillment" peaks in their mid-30's, while women's "dream fulfillment" increases with age, reaching the pinnacle as they reach 50-70 years of age. Just a reminder-that age group currently describes Boomer women!

Your marketing communications to Boomer women have the opportunity to build on the story of dreaming big... and fulfilling those dreams. That has the potential for some compelling marketing messages, right? Much more so than advisements about slowing down and becoming less able (The old "I've fallen, and I can't get up!" advertisements come to mind).

Recent Entries

  • Be Loyal to Your Women Customers, and They Will Stay Loyal to You
  • Make Her Want to Win: Contest Promotions Work with Women
  • Customer Services Win Out with Marketing to Women
  • Get Her to Give Up Perfection and ‘Buy Now!’
  • Boomer Women Word of Mouth: The Marketing Mega Multiplier
  • Beware the ‘One False Note’ when Marketing to Boomer Women
  • Boomer Women Laugh Out Loud
  • Tell Me a Story: Marketing to Boomer Women Through Storytelling
  • Marketing to Which Women? Customizing Your Marketing for Boomer Women
  • Women Want it All. Can Your Brand Give it to Them?
  • Milestone Marketing to Boomer Women
  • 9 Key Differences Between Men and Women That Affect Your Marketing Approach
  • The New Workforce: 81% of Boomers Will Keep Working
  • Marketing to Women Retail Tip: Don’t Waste Her Time (or Yours)
  • The Evolution of Your Marketing to Women Endeavors
  • How to Prove Marketing to Women Works
  • If You Can’t Count it, Does it Exist?
  • 3 Tips for Better Focus Groups with Women
  • Girl Talk: Getting the Most Out of Your Focus Group Market Research
  • For Boomer Women, Life is Grand as a Grandma
  • This Earth Day, Boomer Women Save the Planet
  • Boomer Women Caregivers and Healthcare Marketing Opportunities
  • Boomer Women – How Much Do They Really Care?
  • Marketing to Next Questers
  • Empty Nest? More Like ‘Next Quest’ as Boomers’ Kids Leave Home
  • Boomer Women Smash the Stereotypes
  • The Rejuvenation of the Cosmetics Industry in Marketing to Boomer Women
  • Count ‘em Up: Using Quantitative Research in Marketing to Women
  • What Do Women Want? Only One Way to Find Out…
  • Top 3 Marketing to Women Approaches in Banking
  • Banking Made Better: Marketing to Women Case Study
  • Marketing to Boomer Women Case Study: Golf 20/20
  • News Flash! Women Love Clothes: Marketing Fashion to Boomer Women
  • A Booming Market: Health and Exercise Brands Should Target Boomer Women
  • Beating Your Competition in Marketing to Women – Marketing Communications
  • Beating Your Competition in Marketing to Women – Offerings and Operations
  • In 2013, Find Marketing to Women Weaknesses in Your Competition
  • Boomer Women: I Like Me for Me
  • How to Design for Boomer Women
  • "Sense"-ible Marketing to Boomer Women Tips
  • Toy Designer and Entrepreneur Engineers Marketing to Women Genius
  • Marti Speaks: Make More Money by Marketing to Women
  • TODAY Quotes Marti Barletta - Pastel Pens, Pink Cars: Why Products 'For Her' Annoy Instead of Entice
  • This Thanksgiving, "Remember the Ladies..."
  • Segment Smartly When Marketing to Women
  • Marketing to Women in Under-served Markets Has Big Payoff Potential
  • Marketing to Women During Milestone Moments
  • Ford’s Product Designers are Marketing to Boomers
  • Marketing to Boomer Women Broadens Brand’s Appeal
  • Marketing to Boomer Women Should Highlight Healthy, Active Lifestyles