Blast. Apparently it actually PAYS to listen to women.

With 3% of men’s rightful place in advertising being hogged by women, it’s no wonder they are becoming so arrogant as to assume they understand women consumers better than men! Now some women are doing research that allegedly proves distaff consumers are indeed important. Girlpower Marketing just released a study that dares to imply that women deserve more attention. Worse yet, these cocky females are attacking businessmen at their weakest point, their profit motive, to sway their opinions.

Eileen Fisher pic from Girlpower MarketingCase in point, Girlpower’s “Boomer Women: The Invisible Goldmine” reveals that Baby Boomer women “control more than half of the nation’s discretionary income and three-fourths of the country’s financial wealth.” And, their research reveals that the influence of the 50-year olds entering the Boomer group will soon make them an even greater economic powerhouse over the next 20 years.

Unfortunately 91% percent of the Boomer women they surveyed believe marketers ignore or don’t connect with them (a condition we have “heard about” before – see AMC’s The Pitch this Thursday). The all-too-frequent boy’s club mentality apparently leads male marketers to the conclusion that these female consumers are not relevant. Inexplicably, women are not only noticing, they are taking offense (see The Republican Party).

Sorry if I got any sarcasm on you, I’ll step back let Linda Landers speak for herself.


Boomer women control more than half of the nation’s discretionary income and three-fourths of the country’s financial wealth.  The youngest of these super consumers are turning 50 this year, and over the next two decades their ranks will swell with the force of a tsunami. So why do marketers continue to ignore them? 

That is the subject of Boomer Women: The Invisible Goldmine released today by Girlpower Marketing.

Download the free white paper here.

Today’s Boomer women are vibrant and young.  They are much more media savvy and financially independent than their predecessors.  Yet 91% percent of Boomer women surveyed feel that marketers ignore or don’t understand them.The primary problem is that marketers believe these consumers are no longer relevant, and are locked into brands that they fell in love with decades ago. That is simply not true. In fact, research shows that these women are just as likely to switch brands as their children.

Read the whole blog here.

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