Why Brands Need to Stop Ignoring the 'Invisible Goldmine' of Baby Boomer Women

“Baby Boomer” women—women born between the years 1946 and 1964—are the richest consumer demographic in US history, and are expected to hold that purchasing power for the next twenty years; they control more than half of the nation’s discretionary income and are poised to control three quarters of the country’s financial wealth. And there are 40 million of them.

So why are marketers ignoring them?

That is precisely the question addressed in the white paper Boomer Women: The Invisible Goldmine, recently released by Girlpower Marketing, a public relations and marketing consultancy that boasts the tagline, “strategic marketing to the intelligent woman.”

“For years, marketers who recognized the value of the female consumer have jumped on the bandwagon and almost exclusively targeted one particular subset: moms.