Girlpower Marketing Report Showcases Importance of Boomer Women To the U.S. Economy—They Control Most of the Wealth, Yet Feel Ignored by Marketers

Boomer women control more than half of the nation’s discretionary income and three fourths of the country’s financial wealth. The youngest of these super consumers are turning 50 this year, and over the next two decades, their ranks will swell with the force of a tsunami. So why do marketers continue to ignore them?

That is the subject of the white paper Boomer Women: The Invisible Goldmine recently released by Girlpower Marketing, a public relations and marketing consultancy that helps brands build relationships with women.

“Today’s Boomer women are vibrant and young. They are much more media savvy and financially independent than their predecessors. Yet 91% percent of Boomer women surveyed feel that marketers do not understand them,” said Linda Landers, founder and CEO of Girlpower Marketing, in a news release. “The primary problem is that marketers believe these consumers are no longer relevant, and are locked into brands that they fell in love with decades ago. That is simply not true. In fact, research shows that these women are just as likely to switch brands as their children.”

In a recent survey conducted by Girlpower Marketing, 53 percent of those Boomer women surveyed said they felt overlooked by product advertising due to their age. In addition, 64.2 percent admitted to saying goodbye to a product because they felt they were being ignored by the brand. Brands that respondents felt have done a good job speaking to them include Eileen Fisher, Dove, L’Oreal, Cadillac, Olay, Amazon, Target and Avon.

In addition to discussing the importance of this demographic, the white paper also provides further details on the survey, and tips on successfully connecting with these power consumers.

“The days of Boomer women being ignored by marketers are numbered,” said Landers. “More than any generation before, these women know their own power and won’t be marketed to in a disingenuous way. Trillions of dollars are at stake as marketers begin to discover the unexpected consumer gold mine that these women are.”

Download the free white paper.

Edited by Richard Carufel

PR Biz Update PR Agency News PR People Marketing Trends
people in front of airport counter
Industry Marketing Spotlight: New Study Finds that Banks Need to Bolster Customer Experience, Especially with Millennials

Banks need to strengthen their digital offerings and prioritize social customer...

young handsome caucasian brown straight hair woman using smartphone and tablet, looking downward screen, smiling, face illuminated by screen light - multitasking, technology concept
Engaging “Email Natives”: New Research Finds That Email Is Millennials’ Top Channel for Brand Communications

New Report Reveals Surprising Truths About the Buzzed-About Demographic Millennials overwhelmingly...

CEO approval ratings, company culture, company employees, Dr. Andrew Chamberlain, founder CEOs, Glassdoor, great CEOs, highly paid CEOs, job recruiting, Marketing, Pr, Public relations, work-life balance
What Makes a Great CEO, According to Employees? High CEO Pay Is Linked to Lowest Approval Ratings

Employees Will Sacrifice Work/Life Balance for More Purpose-Driven Work What do...

Thought Leaders On Deadline
journalist relations, KEF Media, Kevin Foley, Marketing, media outreach, Media Relations, pitching journalists, pitching tips, Pr, PR career, PR grads, PR insights, Public relations, public relations industry
Welcome to PR, Grads! 8 Pitching Tips for PR Pros Just Starting Out

By Kevin Foley, CEO and Founder, KEF Media Thirty-five years ago,...

blog content, blog domain, blog posts, blog quality, blogging strategy, Charles Goodman, content CPR, content creation, Marketing, marketing blog, Pr, Public relations, share buttons, social media plan
What 26,000 Pitches Taught Us About Securing Top-Tier Press

By Lillian Podlog, FRACTL What 26,000 Pitches Taught Us About Securing...

Cognito, communications networking, Marketing, networking connections, networking event, networking insights, networking tips, Pr, PR networking, Public relations, Tara Lepelletier
8 Tips for Effectively Working Your Next Networking Event

By Tara Lepelletier, Business Development, Cognito Almost once a week, I...