Who is your target audience? Are baby boomers a part of that audience? Have you considered marketing to the female baby boomers? If so, how are you attracting them? As the baby boomers are aging into our prospects and clients, senior care professionals need to understand the diversity and uniqueness of this population.
Let’s take look at the powerful baby boomer, now a senior female. According to a recent article written by Adweek , this new generation of women, age 55 and over, is financially and emotionally confident. With a median income of $69k annually, she can afford to go luxury all the way and that’s what she is doing. From upscale cars to fine fragrances, studies show she knows what she wants and she’s going to get it.
Luxury is not all this mature woman is about; her confidence extends beyond the financial realm and into her personal relationships. The older boomer female is not going to settle for a partnership gone stale. According to a Match.com survey, the number of women ages 45 and over living alone has doubled in the last decade. Whether divorced, widowed or single, she has broken down the barriers that have kept women in less than perfect relationships in the past and snubbing the stigma attached to being an adult single woman. Career, independence, confidence and happiness are the new norm for the boomer female.
But how does this information help us when marketing to female baby boomers? Have we helped her think about her future, her senior care options and the costs associated with it? Senior care can be challenging when options have not been explored. The end result for the independent boomer can be alarming if she isn’t educated and aware of her options. From finances to elder care lifestyle choices, senior care marketers have the opportunity to help the boomer think about her future. When the time comes for her to make choices, you will be just the resource she is looking for.
Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.