Where The Bucks Are

Nicely done on FastCompany - the ones with a "calcified brand preference "...

Sidebar: A three-point plan for marketing to boomer women

1. Put people first.
Shift the focus in ads from the product to the prospect. Women are biologically programmed to be more interested in people than men are, and boomer women are especially interested in family ties and community involvement.

2. Convey empathy, not rivalry.
Ads that talk about outranking others and defeating opponents are great for guys, rotten for women. Emphasize collegiality, closeness, helpfulness, and consensus--values that resonate particularly well with midlife women.

3. Portray them authentically.
The older woman is more assertive, confident, and global in her outlook than marketers have given her credit for. A bonus: These attributes also work for midlife men.