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

Chapter Seven. She’s Waiting: The Marketer’s Call to Action

Throughout the course of this book, we’ve been hearing directly from many experienced marketers, a number of whom are Boomers. Both in their formal essays, and in the conversations with us that preceded and followed, some common themes have surfaced.

In the foreword to this book, Paco Underhill set the tone by noting that the time is ripe for a book that takes marketing to this segment of the population seriously. The majority of our contributors join in his challenge to the marketing community “to wake up and rethink just who it is that has control over the economic purse strings.” Of course, by now you know it’s the Baby Boomer woman. But always keep in mind, as our experts repeatedly ...