Fifty Isn’t What it Used to Be — Boomer Women (aka PrimeTime Women™)

Posted on | November 17, 2008 |

by Marti Barletta

Fifty isn’t what is used to be – it’s better. Much better! Think Diane Keaton or Madonna not Whistler’s Mother. Forget the outmoded image of granny in a rocking chair and look in the boardroom or fitness center. Boomers are entering a stage of life in which they are free from old responsibilities and eager to embrace new adventures.

A couple of things to keep in mind as you begin to court PrimeTime Women:

She’s looking forward. She is not pining for the good old days of her lost youth. When she thinks of her life, she doesn’t think in terms of loss. She thinks in terms of experience gained. And she thinks enthusiastically about experiences yet to be enjoyed.

She’s economically vital. According to the Bureau of Labor Statistics, the number of women aged 55 and older in the workforce will increase by a whopping 52 percent between 2000 and 2010—from 6.4 million 10.1 million. PrimeTime Women possess both self reliance and purchasing power.

She’s physically fit. According to Diane Holman of Woman-Trends, if a woman reaches her 50th birthday without cancer or heart disease, she can expect to reach the age of 92. This generation of women will stay healthy and active for many years to come.

And don’t forget to Vote for your Favorite Campaign - for the Marti’s (take “the survey” at right)

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Marti Barletta is the Founder of think tank The TrendSight Group - helping organizations get smart about marketing to women. Marti is the author of Marketing to Women, co-author of Trends with Tom Peters. Marti’s new book, PrimeTime Women™: How to Win the Hearts, Minds and Business of Boomer Big Spenders, breaks the story on the unprecedented buying power of women in their prime (ages 50-70) and why this “silver bullet” segment is the prime source of business growth for the next two decades.