Most members of VibrantNation.com are women aged 48-68. The average of a VibrantNation.com member is 53.
Baby Boomer women are currently aged 45-64. The median age of a Baby Boomer is 53.
So you can understand if we would be tempted to say that the “Vibrant Women” we gather at VibrantNation.com are the same as “Boomer Women.” We generally resist that temptation, primarily because we believe that women aged 48-68 represent a distinctive lifestage more than they represent a fixed demographic generation.
Boomers will continue aging, and will at some point (much as they hate to admit it) cease being quite so “vibrant.” And then the women of Generation X will become “Vibrant Women” in their turn. In our use of the term, being a Vibrant Women means entering a new and very different stage of life at which connecting with other Vibrant Women holds unique value.
Recent research on our members at VibrantNation.com suggested to me a new way to describe this lifestage.
Among other fields, our research offered insights on auto ownership, and I found it notable that only 6% of our members own a minivan, the ubiquitous vehicle of the soccer-mom lifestage. Vibrant Women are still mothers, but they are no longer mothers who spend their time shuttling their children between activities. They are buying new cars to symbolize the freedom (and discretionary income) associated with their new stage of life.
At the same time, another fact jumped out at me. While many marketers equate being 50+ with being retired, our research showed that only 5% of our Vibrant members are actually retired.
Sometimes the most important lessons of consumer research come from telling you who your consumer isn’t. And along those lines our research gave us this new way to define the Vibrant Woman: Post-Minivan, Pre-Retirement.
In some ways, this tells marketers all they need to know about this Vibrant Woman:
- Post-minivan, she is now making purchase decisions for herself rather than others.
- Pre-retirement, she has the money to do so; she is still working, shopping, traveling like a younger woman.
She is not shopping to please others, and she is not living off limited resources. Marketers who recognize these facts will likely sell her more sedans (or sportscars), offer her more useful professional services, and help her invest her money for a distant (and different) lifestage ahead.
thank you so much Lisa, that helps a lot. I know he tried to blame me for so much stuff, but like I told all of his family and mine none of that added up to a divorce. I do realize it's his needs, it just hurts so bad to think how many years he's
How funny....i only very recently (within last week) read the coconut oil articles on the web. (100 uses, 80 uses etc.) so i bouht some and ordered some from amazon. (Im a stockpiler.)
Have started trying some of the uses. I tried using it a
I just recently gave up the mini van. I got a crossover. I’ve had 3 consecutive mini vans and have had enough. My kids are 17 and 19. I was ready for something more “hip.” Pre-retirement? I guess I qualify. We are a huge population and marketers are responding. Hurray!
We never owned a mini-van…couldn’t bring ourselves to take that plunge — but I did drive a Suburban for several years and our daughters laugh about changing into soccer or ballet togs in the “way back” while en route from one appointment or another. I prefer driving a station wagon, a BMW we bought after 25+ years of marriage. I don’t think I will ever shake the need for practicality, but comfort, ease, and dare I say – luxury – have definitely moved up a couple of rungs on the ladder. Our two daughters are now post-college – I guess I fit loosely into this definition, but I’m still looking for the word about women “of a certain age” being an overlooked and under-served market to leak to not just auto makers, but as well to producers of clothing and personal care products. Just because I’m 58 doesn’t mean I need to take a laxative drink every night – sheesh!
yes most women under 65 are still working in some form I would believe due to the economy, marriage breakdown or just for future security. The cost of living will not be covered by those without private pensions or ample investment income, so freedom 55 is not the status quo!!! Ten years ago I was more ready to retire than currently, I have a sweet car, VIBE, its small but versatile, great on gas and has a Toyota motor. Cars are the least of my thoughts, to me they are a necessay evil in many ways. I would rather I could ride a horse!!! Life’s journey is the only one we have, and our wheels get us on the road! Lets hope we can afford the damn gas when we’re 80!!!
i like my Rogue, prefer SUV’s as i like to be high for a full view ahead.