Feathering Baby Boomer Women's Empty Nest: Imago Creative Research Reveals Opportunities for Marketers
Wednesday, 16 November 2005
The Boomer woman's nest may be emptying, but according to new research by Imago Creative, her pocketbook yields plenty of disposable income to invest in anything that helps her through this transition.
"When a child leaves home, Boomer moms go through a simultaneous life stage transition," says Mary Brown, President of Imago Creative. "In this time of self-examination, change and newfound freedom, Boomer moms are ripe for trying out new products and services."
Following are six insights for marketers about the mindsets of Boomer women dealing with emptying nests, based on Imago's survey of 230 empty nester women.
She's Got Mixed Feelings About Her New-Found Freedom
Marketing Opportunity: Help fill her time with relation-rich activities, such as girlfriend getaways, renewed romance packages and self-nurturing experiences.
She's Still a Mom
Marketing Opportunity: Help ease separation anxiety with products and services that keep her in touch with her child's life without seeming invasive. Boomer moms embrace technology, such as interactive cell phones, instant messaging, digital imaging and webcams.
She's Searching for Support
Marketing Opportunity: Create a supportive community by sponsoring an event that helps her tackle transition. Provide her with online opportunities to connect with others on everything from travel to health and finances.
She's Shifting Her Spending and Saving Habits
Marketing Opportunity: While she may have more money to spend on non- essentials day-to-day, she's also realizing that she needs sound advice for the long haul from her financial institutions. Simplify your communications and services so she can achieve her goals.
She's Simplifying & Downsizing
Marketing Opportunity: Just because she needs less, doesn't mean she isn't willing to spend to simplify her life. Provide products and services to help adjust her living situation to suit her new lifestyle.
She's Pursuing New Experiences
Marketing Opportunity: She's turning a page in her life, and open to trying something new. Craft your products and services to go beyond the norm and a bit more adventurous to capture this experience thirsty woman.
Imago Creative is the only strategic marketing firm in the U.S. specializing exclusively in helping companies build brand relationships with Women 40+. Contact Alisa Conroy if you are interested in the complete article on marketing to empty nesters.