A new survey of Boomer Women conducted by VibrantNation.com, in partnership with marketing to women expert Holly Buchanan, indicates a dramatic shift in the way Boomer Women think about responsibility for their financial futures—Boomer Women want and expect financial service firms to recognize their independence and their importance as decision makers.  Some other key insights:

  • While almost half of Boomer Women respondents said they were raised to believe a man would take care of them financially, only 3% believe that now with a stunning 97% saying they have to take control of their own financial future.
  • 78% didn’t relate to current images in financial advertising, many of which show women depending on men.
  • Key emotions Boomer Women feel about their futures include fear (52%) and uncertainty (39%) with only 10% expressing calm or security about their financial future.

“Financial service companies that want to help the Boomer Woman maintain her independence need to talk to her directly, not through surrogates like her husband, children or parents,” said Stephen Reily, Founder and CEO of VibrantNation.com. Reily led a roundtable lunch discussion on connecting with Boomer Women during M2W® 2009 and VibrantNation.com is set to be a 2011 sponsor of M2W®.   Added Holly Buchanan, “The language and images used in financial services marketing aren’t connecting with Boomer Women. They prefer images of families (with no clear hierarchy) over images of couples. Terms like ‘feeling financially secure’ and ‘having a comprehensive plan in place’ scored higher than traditional marketing language like ‘wealth management.’”

“This survey underscores the fact that this is a generation of women who want to have as much control over their lives as possible,” said Carol Orsborn, Ph.D., Senior Strategist with VibrantNation.com. “Even those who allowed others to call the financial shots prior to the Recession have now taken the reins. Marketers who ignore this trend take the risk of alienating the very decision-makers they now most need to reach.”

Get more from Reily and Orsborn by picking up their latest book, Vibrant Nation:  What Boomer Women 50 Plus Know, Think, Do and Buy. Also, don’t miss VibrantNation.com at the 2011 M2W®-The Marketing To Women Conference, April 13 & 14, 2011, at the Chicago Cultural Center.

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