Almost 2/3 of our respondents reported that they have an adult child (or children) living at home. And almost half of those said that their adult child had brought one or more grandchildren with them. When you consider that another 13% reported that her own parents or in-laws are also living under her roof, you will understand that the Vibrant Woman – the smart, successful woman 50+ we gather at VibrantNation.com – is not exactly grieving her quiet and empty nest.
How are these changes affecting Vibrant Women? They told us that having adult children at home is affecting their own shopping habits, marriage, and discretionary expenses (like travel and eating out). 71% of them also said that living in a multi-generational household will make it harder for them to achieve their personal goals.
How can this be good for marketers?
This survey suggests that the Vibrant Woman's life has gotten more complicated in ways she never expected, but it also offers some good news for marketers about a the resilient Vibrant Woman.
- First of all, our respondents reveal pragmatic grit in managing this imperfect situation. Of those who have adult children living at home, more than half are charging rent for the privilege of living at home, and a third of those who do are charging more than $500 per month. These numbers suggest that a substantial percentage of returning children gave up their own homes in the real estate crisis and are transferring some of their mortgage payments to Mom.
- Second, most of them have established rules governing their adult children’s behavior while they share space, rules relating to cooking, chores, financial contributions, pets, childcare, and general respect. Boomer women, who have typically worn many hats throughout their adult years, appear to have been born with a built-in innkeeping gene.
- Third, it means that the Vibrant Woman, who already represented a desirable consumer for her level of discretionary income, is influencing even more household purchases now that she is buying for three or even four generations under her roof. Why target the 30-year Mom old when you can target her 55-year old super-Mom?
- Fourth and finally, because it always helps to understand the daily lives of real consumers, marketers should use this information to engage the Vibrant Woman better. Show her how your products or services will help her manage the boarding house that her empty nest has become.
If you remember the same television shows that she does, think of this Vibrant innkeeper as the resourceful Kate Bradley from "Petticoat Junction," raising three grown girls and an aging uncle while running a hotel – but Kate Bradley with a lot more money to spend while running that hotel. more flash forward»
