Baby Boomer Women Remain Invisible to Marketers

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Offline Bipasha Matin

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Baby Boomer Women Remain Invisible to Marketers
« on: November 16, 2016, 05:45:33 PM »
The stats show the female boomer has money and time to spend, but she's invisible to advertisers. With a little myth-busting and fact-checking, marketers could tap into this booming gold mine.

“Do you not see me? Do I not exist? Do you think it’s alright to ignore us?” yells Grace Hanson, the retired cosmetics mogul played by Jane Fonda on “Grace and Frankie,” a Netflix comedy about two women navigating new challenges later in life. A cashier and others at a grocery store are ignoring Grace and Frankie Bergstein, played by Lily Tomlin.

Grace apologizes to Frankie for her outburst, but asserts: “I refuse to be irrelevant.”
“We are 100% invisible to marketers. That’s pretty easy to establish,” says Marti Barletta, author of Marketing to Women and PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders. “You only have to look at what’s online, what’s on television, what’s on radio. We are such a pop-culture country and in this country—in every country, I think—pop culture is defined by the young because it’s about novelty and it’s about what’s different and what’s exciting.”

Girlpower Marketing released a report in 2013 titled “Boomer Women: The Invisible Goldmine.” Surveying 200 female boomers, the report found that 53% felt overlooked by product advertising and marketing because of their age. The survey also found that 68.3% of respondents felt advertisers never or very rarely target their age group on a regular basis, while 31.7% said advertisers sometimes target their age group. No one in the group said they were targeted by advertisers often or almost always.
Sabiha Matin Bipasha

Senior Lecturer
Department of Business Administration
Faculty of Business & Economics
Daffodil International University