Middle-aged women, that is, those in their 40s and 50s, are powerhouses of consumer spending. They are constantly making purchasing decisions for both themselves and their loved ones. In some cases, they can be described as the “Sandwich Generation,” with some still having young children at home, while at the same time having older parents that they need to look after
Motherhood is one of the primary focuses of marketing in the modern world. But what about “motherhood” – women who do not have children, who not only shop, but also have a good deal more discretionary income than mothers with growing families.
Marketing to “Millennials” is one of the hottest new areas of marketing attention that could turn huge profits if your messaging is on-point. Millennials are not as clearly defined compared with Baby Boomers, but as a general rule, they were born in the 1980s to early 2000s, and they tend to have a very different outlook than previous generations.
Retired women in the 21st century are certainly not over the hill. Many of them consider themselves to be just getting to their peak. Some have already raised families and might be helping with grandchildren. Others are still enjoying learning new things and gaining new experiences. They are not the type of people who will take old age lying down.
Senior women, those who are 60 or over, are eager consumers worth paying attention to. They might have older parents, children, and grandchildren they care about and will shop for. If they are married, they will also be in charge of the finances and be in control of or exert great influence in relation to the expenditures in the household.
Married women’s ages can run from 18 to 80, or more. The central thing that separates them from single women is that they will usually shop for other people in their household, such as a spouse and one or more children.
Working women’s purchasing power in the US simply cannot be ignored. According to the US Bureau of Labor statistics, women with children under the age of 18 make up 70% of the US workforce.
There is no one-size-fits-all strategy for marketing to women, but they do have general things in common depending on whether or not they have children. The ages of the children will also affect their shopping habits, so the more information you can gather about them, the better.
Women who stay at home, or stay-at-home moms, might be caregivers, or run their own business. Stay-at-home moms make up nearly 30% of Millennial moms – that is, women who were born between 1980 and 2000.
Single women make up one-third of all women in the US. They drive the economy in a range of different ways from their married counterparts. The way they spend money reflects a different set of values, tastes, needs, motivations and interests.