Erika Weiss’ Post

When elder millennial and midlife women are ready to spend—whether on entertainment, tech, beauty, travel, groceries, auto or in areas like early parenthood that used to only be the province of younger women—they show up with influence and money. 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.

Did you know that women drive 70-80% of all consumer purchasing, and those over 50 wield $15 trillion in spending power, representing 27% of all U.S. consumer spending? 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. Consumer brands are Leaving trillions of dollars behind by not selling to women over 40.

Women over 40 are undeniably the new powerhouses in the consumer market. Ignoring this demographic is proving to be a costly mistake for brands, with trillions in revenue being left untapped. Julie Alvin's recent article sheds light on this issue, revealing both fascinating insights and disappointing oversights. The notion that forty is synonymous with youth challenges conventional beliefs about age and longevity. It's high time for brands and individuals alike to eradicate age biases and embrace the potential of this vibrant demographic. As Julie aptly concludes, "Convince me what you're selling. I'm open to it." The purchasing power of women in this age group is significant and should not be overlooked. #WomenOver40 #ConsumerMarket #AgeInclusivity #PurchasingPower

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

When elder millennial and midlife women are ready to spend on health, wellness, beauty, fitness, or parenthood, they show up with major buying power and sway. Women drive 70-80% of all consumer purchasing. Yet most marketers still ignore this audience. As a wellness educator whose clients are mainly over 40, I see daily how dismissive brands are of their needs and preferences. Only 5-10% of marketing targets audiences over 50! This isn't only about money, although the numbers are compelling. It's ridiculous, ignorant and unethical to dismiss such a large demographic. These women have insights, wisdom, experiences and perspectives that brands should value and learn from. There's an opportunity for wellness companies that get it right - casting midlife women authentically, amplifying real voices, and backing issues important to this group. Brands like L'Oréal using older models have seen major sales upswing. My clients are hungry for companies that RESPECT and support them. Which wellness brands will lead the way in truly seeing and serving women over 40? The rewards will be transformative for those that do. https://lnkd.in/djjq6GZG ADWEEK #wellness #women #womenentrepreneurs #midlife #eldermillenials #inclusivemarketing #marketing #consumerinsight #wellnesspreneur #brandstrategy

Agreed! In today's evolving market, brands often overlook the influential demographic of elder millennials and Gen X women. Despite their significant spending power and cultural impact, they remain largely underserved by marketers. By recognizing and respecting this demographic, brands can tap into a vast opportunity for growth and engagement. It's time to embrace inclusivity and authenticity in marketing campaigns, acknowledging the value and influence of these often overlooked consumers. #marketing #branding #advertising

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

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

🤔 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