Boomer Woman: the New Consumer?

by Eve Resnick on December 22, 2009

in General

Marketers are always on the look out for new consumers. They seem to have bypassed an interesting category, the Boomer Woman. What is so different between a Boomer Man and a Boomer Woman? A Boomer Woman just spent 20 or 25 years of her life building her career, child rearing and managing a home. Women feel like they now have a lot of time and a lot more money to devote to themselves. Their discretionary income improved a lot and they now have an important professional and personal network. They are connected, they have a Facebook account and sometimes are even on Twitter.

According to a recent study by VibrantNation’s “Well-Connected and Wired,” a quantitative study of 1000 Boomer women, “boomer women influence 80% of the $2.1 trillion in consumer goods purchases made by the boomer demographic each year — the largest of any segment of the population. Every day, 8 of 10 boomers are online, making them the largest online consumer.”

What does it mean for brands in general? Most of the time, those women don’t refer to advertising or television to make their buying decisions. They listen to other women of their kind, whether on line or off line. They are ready to indulge and pamper themselves. How can a wine brand tap in this market? Wine and food are very seductive and part of everyday life. Wine brands should appeal to the tastes and skills of those women. Pink labels and silly names? Why not? Wine can be fun. If behind the pink label and the silly name, there is a good wine, then there will be a happy consumer. This happy consumer will refer the brand to her peers and this piece of good news will go around. QED!

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