As we explained in a press release today, while the recession is testing this generation of Boomer women's beliefs, they are more than up to the challenge with nearly 8 out of 10 reporting that "the older I get, the more resilient I become."
These smart women over 50 (the "Vibrant Women" we gather and celebrate at VibrantNation.com) value their own spirituality and ability to adapt when times get tough despite their eroding trust in resources they say they can no longer count on. Those resources include religious institutions and pop psychology.
Is she rejecting religious institutions?
What do we mean when we say they can no longer count on religious institutions?
We don't mean that she is rejecting religion.
Only 23% of Vibrant Women find inspiration from their current religious communities, and only 8% of them find the inspiration they need in hard times from the religious communities in which they were raised. Where are they turning?
44% find inspiration in the beliefs and philosophies learned from books, speakers, coaches, workshops or other sources outside of organized religion. 50% of respondents turn to personal prayer and meditation to keep their spirits up.
Only family was cited as a larger factor when it comes to influences that help them keep their spirits up during these challenging times.
In general, Vibrant Women seem to recognize that the strength they need lies within themselves. As one member said, "I'm really redefining what inspires me. I believe in God and Jesus... and I've felt their presence and intervention at times... but more often than not, I don't see any intervention on their part. It's as if they are waiting for us to figure out what to do. You have to find the strength and creativity and resources within you to solve all the crises."
At VibrantNation.com, we have long recognized that spirituality is a guiding light for Boomer women, but the Recession seems to have proved it.
Is she rejecting pop psychology?
What do we mean when we say the Vibrant Woman can no longer count on pop psychology?
She isn't passive, but she has let go of the idea that her own beliefs can control her future. Almost 2/3 of our respondents believe that, while they can influence what happens to them, the ultimate outcome lies beyond their control. Only 26% believe they create their reality and that if they think positively, they will get what they're asking for.
As one member said, "I don't think thinking positively automatically gets me what I want, rather I believe we must be open to different ideas, collaborative projects, and hope."
If pop psychology stands for the ideas that wanting something badly enough can make it happen, Vibrant Women have turned against this belief. Only 26% say that they create their own reality, and that, if they think positively, they will get what they’re asking for.
The Vibrant Woman is finding her own path to embrace spirituality, an approach that feels closer to Eastern philosophies of acceptance than institutions that deliver dogmatic rules for living. If she didn't know it before, this Recession has taught the Vibrant Woman that she can't control everything that happens. Our members referred more to authors like Eckhart Tolle and causes like Alcoholics Anonymous (both based on the idea that accepting our powerlessness is a part of human development) than sources like "The Secret" or the "Laws of Attraction" that suggest success is available to anyone who wants it enough.
Although 44% of respondents say they find inspiration in the beliefs and philosophies learned from books, speakers, coaches, workshops or other sources outside of organized religion, when we examine their detailed answers, some trends become clear.
What does this mean for marketers?
The implications for marketers are enormous, but here are a few early thoughts:
- Tell women you trust them to choose their best solutions.
- Acknowledge that institutions are unlikely to meet their needs.
- Don’t pretend that she can make things happen if only she wanted them enough.
- Confirm her sense that she grows stronger no matter what happens.



