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Giving back, part 2: Marketing to the 50+ woman’s inner philanthropist
Posted on Wednesday, December 17, 2008Because the upscale 50+ woman thinks of herself as wanting to give back in every realm of her life--as a traveler, entrepreneur, and shopper--marketers may succeed more by appealing to her desire to use her money for the benefit of others than to her desire to spend it on their products.
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Giving back, part 1: The reason they work -- and succeed
Posted on Wednesday, December 10, 2008For women entrepreneurs over 50, giving back is not just something they like to do with their after-tax income. Giving back is often the reason they started the business to begin with, and marketers need to appreciate the way women 50+ are interested in integrating philanthropy in everything they do.
read more »Coming of age in the 1970's
Posted on Wednesday, December 03, 2008Within the 18-year span of the Boomer demographic, what is the touchstone influencer for marketers? The 1970's provide an underground current of motivational imagery that can be tapped to mobilize the generation of women 50+.
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