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Understanding female boomers drive sales

Kitchen & Bath design news, 2/21/07

Abstract:

Marketing campaigns today too often address younger consumers, blithely ignoring the 40 million baby boomer women born between 1946 and 1964. These supposedly no-longer lucrative, over-the-hill 40- to 60-year-olds, however, spend more on consumer goods than anyone under 40...

...Even if marketers do address this most powerful consumer segment, they often do it in ways that patronize and fail to connect emotionally...

...Reach them not by "shrinking and pinking" your product and promising eternal youth, but by understanding their motivations, emotions, values, and life stages.

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