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

Chapter Three. She’s Her Stage, Not Her Age: Leveraging Her Life Transitions

Ask a woman over 40 whether she identifies with her age, and most likely you’ll find a genuine disconnect between the date on her driver’s license and how she’s looking, acting, and feeling. Nowhere was this discrepancy between expectation and reality more obvious than on January 1, 2006, when the first of the Leading-Edge Baby Boomers began turning 60. Based on our study of 100 women’s attitudes about aging, we decided that the time was ripe to call for an “Adjust Your Chronological Clock Day.”^[1]

This tongue-in-cheek chronological corrective suggests that women 40+ should feel entitled to set their age clock back ten years to more accurately reflect their real sense ...