Boom: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman

Chapter One. She’s the Sweet Spot: The New Demographic of Choice

Imagine walking into your local newsstand and seeing the majority of magazines featuring women 40+ on the cover and in their ads. In a world of marketing and media that has spent decades courting the 18- to 34-year-old male consumer as the demographic of choice, this may strike you as a far-fetched notion. But the truth is that it is the woman 40+ who is increasingly establishing herself as the power consumer of today. She is already making the majority of household purchases, spending well over a trillion dollars a year on consumer goods and services.^[1] And now, as both her numbers and dollars continue to dominate the consumer marketplace, she’s poised to turn the marketing world ...