A study, conducted for More magazine, dispels the myth that there is a “one size fits all” approach to reaching women 40-60. Peggy Northrop, Editor in Chief of More, says: “They have redefined what it means to be forty, and are constantly reinventing themselves.”
She notes that according to the Census, the population segment of women age 40+ is 71% larger than the 20-39 segment, and they are wealthier than any other segment of women in the country.
The study reveals there is no “single female boomer target.” Instead, the study finds that there are four distinct mindset segments within this age group. While the segments look similar demographically (i.e. age, income), they are defined by a unique set of social and attitudinal behaviors which strongly influence their decisions as they relate to brands and ultimately product purchasing.
The four segments defined by the study include:
Revolutionaries: Representing approximately 36% of women 40-60, these women are THE INFLUENCERS, driven by passion, defined by optimism and fueled by change.
Connection Cultivators: Representing approximately 13% of women 40-60, these women are THE CONNECTORS, defined by their need to socialize, driven by relationships and generating buzz.
Pragmatic Planners: Representing Pragmatic Planners: Representing approximately 28% of women 40-60, these women are THE TRADITIONALISTS, defined by practicality, driven by accomplishment and producing results
Security Seekers: Representing approximately 23% of women 40-60, these women are THE LOYALISTS, defined by predictability, driven by what’s familiar and creating sanctuary
The “More: The Age of Mastery” study was conducted by Frank about Women during the period of August – September 2005 and is based on a nationally representative sample of 1661 women ages 21-60. The margin of error for the survey is +/- 3% at a 95% confidence level. Dick Stroud
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