Boomer Women and Cause Marketing: the Perfect Storm
Monday February 12, 2007
Women over 50 today, and their sisters who will follow in the coming years, are the "healthiest, wealthiest, most active, independent, and influential generation of women in history."
Those are the words of Marti Barletta, the guru of marketing to women. Her recent book, PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders, breaks new ground as it describes not only the pocketbooks of Baby Boomer women over 50, but also their psychological profile.
Barletta's book is pitched to corporations but it is very valuable to nonprofits as well. It turns out that PrimeTime Women are the perfect audience for cause marketing, that partnership of business and good causes. In our review, we've mined the book for nuggets that nonprofit organizations will find illuminating.
Women are a different market to stereotype and I will be interested to see how the author handles a group who particularly hates to fit in a box of any size – no matter how artfully presented. Perhaps the most telling factor revealed in the excerpt is the need and desire to “leave a legacy.” Leagacy will undoubtable mean something different to these women and our communities with surely benefit.