Debbie Benadiba’s Post

🤔 REAL TALK: Gen Z, Gen Alpha. Brands spend a lot of time and money on strategies to skew younger and attract Gen Z and Gen Alpha audiences. But, what if they’re going the wrong way?     I loved this article by ADWEEK and Julie Alvin that dives into how brands are missing out on 💵 💵 💵 by overlooking women 40+, who control 70-80% of all consumer purchases with $15 trillion in U.S. spending power. Despite this, less than 10% of marketing budgets target this demographic. “But what if brands rethought their approach (or lack of approach) to these audiences? What if they examined the fallacy that elder millennial and Gen X women have limited influence, unremarkable spending power, and entrenched brand preferences and, therefore, are no longer worth marketing to—and instead realized that we are among the most valuable audiences out there? These women are entering key spending categories later in life. They are extremely influential culturally and financially, and they are largely ignored by marketers—leaving a huge opportunity for the consumer brands that are smart enough to pay attention to them.” What do you think? Tag any brands that you think are doing a good job with this group in the comments – I’d love to know!     #millennial #marketing #PR

Thanks ADWEEK for highlighting how brands are missing this huge opportunity by ignoring older women. While media attention is critical so too is understanding the changing wants and needs of this important demographic. Cultural analysis and consumer insights should lead the exploration for new products and services, messaging and branding. #consumerinsights #marketresearch #proaging #culturalanalysis

S/O to Whitney Alexander's Substack for this fantastic ADWEEK spotlight. As a 40+ woman, I am definitely feeling the lack of focus by most consumer brands, ironically, when I'm the most willing (and able) to spend more for quality. Only 5-10% of marketing budgets are earmarked for an over-50 audience, BUT: 💰 Women drive 70-80% of all consumer purchasing, either through buying power or influence  💸 And women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. 🤑 By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then [GASP]. The article lists General Motors, Buick and L'Oréal as exceptions, who else do you think is doing a good job at this? https://lnkd.in/ee_ssgGD

40+ women are a powerhouse in consumer spending, driving trillions of dollars, yet marketing and media predominantly target the 18-34 demographic. It's crucial for Brands to shift focus and include 40+ women in marketing campaigns. Embracing this demographic is key for Brands seeking growth. #Marketing #brandstrategy #branding

Brand marketers, listen up..... you're missing out if you're ignoring women 40+ in your marketing: "Women drive 70-80% of all consumer purchasing, either through buying power or influence, and women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then." #fractionalCMO #brandmarketing

Glu Featured Campaign: Decoding Billies’ Winning Formula: Target Gen Z & Millennials the Right Way! Want to learn how to target Gen Z and Millennial women like Billie? Their past campaigns offer valuable insights! Who are they reaching? Billie focuses on Gen Z and Millennial women who champion: Body positivity and self-acceptance Sustainable and socially conscious products Brands that challenge the status quo and beauty norms What are their goals? Brand awareness and community building: Billie uses campaigns to be a voice for young women and foster a community around their values. ️ Sales, but with a twist: While promoting razors is a goal, it's not the main focus. Their messaging takes center stage. How do they get you to take action? Billie's CTAs are subtle and encourage engagement over direct sales. Here's how: - Sharing personal experiences - Following them on social media - Learning more about their mission Remember the #ProjectBodyHair campaign? It's a prime example of how Billie challenges beauty standards and sparks conversation. By understanding these key aspects of Billie's strategy, you can gain valuable insights into how they might be crafting their next big campaign. What are your thoughts on Billie's approach? Let's discuss in the comments! #marketing #genz #millennials #beautystandards #brandbuilding

...what if brands rethought their approach (or lack of approach) to these audiences? What if they examined the fallacy that elder millennial and Gen X women have limited influence, unremarkable spending power, and entrenched brand preferences and, therefore, are no longer worth marketing to—and instead realized that we are among the most valuable audiences out there? These women are entering key spending categories later in life. They are extremely influential culturally and financially, and they are largely ignored by marketers—leaving a huge opportunity for the consumer brands that are smart enough to pay attention to them.

Monday Morsel: The 50+ demographic contributes to almost half of consumer spending in the U.S. (source: Visa Consulting & Analytics). Can we apply this insight to Australia and New Zealand? Considering the growth of the 40+ women market, it presents a significant opportunity for marketing efforts. This emerging segment has the potential to extend brand influence beyond current audiences, fuel creativity in product advancement, and reveal untapped avenues for expansion. What are some questions that you might have when considering how to seize this opportunity? #thestellacollective #womenover40 #blindspotnomore #superconsumers -

🎀 Step into a world where comfort meets empowerment, where the allure of nostalgia seamlessly blends with contemporary flair 🎀 Inspired by the resurgence of the 'girlhood' trend and the prominence of ribbons in marketing, I've curated a fictional brand proposal for 'Coquette Comforts' This concept aligns with the evolving tastes of Gen Z and Millennials, offering a fresh take on femininity and empowerment. This brand proposal is a testament to the potential of these trends, crafted in an authentic and immersive manner. Coquette Comforts aims to address these evolving needs by offering nostalgic comfort through its product range. Coquette Comforts is committed to supporting causes that promote women's empowerment. It stands firm in its belief of intertwining commerce with purpose to make a significant contribution to societal issues. This proposal showcases one way to authentically and immersively incorporate these trends into a brand, blending commerce with purpose. Discover Coquette Comforts Proposal #MarketingStrategy #BrandProposal #GenZ #Millennials #Empowerment #Community #SocietalTrends #SocialImpact #Femininity #CommerceWithPurpose

When are marketers going to catch on that they're missing the boat when it comes to women 40 plus? While us lady boomers have long been aware that we are not the apple of any media plan's eye, Gen X'ers and Elder Millennials are just coming to the realization that they are no longer prime targets for marketers. Today's women are delaying big life milestones... having a baby, getting married, buying a house... but brands still use outdated demographics to determine where their ad dollars should be spent skewing advertising for related products to groups that are way too young. To our Gen X and Elder Millennial sisters (super flattering name, BTW, right up there with geriatric pregnancy...) do you feel like your spending habits are not reflected in marketing pushes? Article: ADWEEK by Julie Alvin