Marina Borsini’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

...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.

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

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

"Stanley was sitting there for years, thinking as so many brands do: 'Oh, you know, we will lead with and target men, and the women will follow.' And actually, it's completely the other way around. Lead with women and the men will follow," Cindy Gallop, former BBH U.S. chairman and president and founder and CEO of video sharing platform MakeLoveNotPorn tells The Current. #IWD #advertising #internationalwomensday

#Trendspotting 👀 The summer of the female dollar is evolving into the rule of the female dollar. 👑 Beyond last summer's wave of girl-spending, brands are starting to see the benefit in putting their #marketing efforts toward female audiences. But it's not just about appealing to all things feminine on a surface level — brands should incorporate women into their strategies in meaningful and genuine ways. https://hubs.li/Q02ss25_0

There is so much juicy goodness to unpack in this AARP Mirror survey! As the dust settles on the pandemic, it's fascinating to see where adult women of all ages have landed when it comes to perceptions of beauty and public presentation, especially in marketing. AARP's survey found that in a post-pandemic world, older women are much more comfortable showing up as their authentic selves at home, at work, and in society at large. On the other hand, women are most vulnerable to external pressures towards unattainable beauty standards around age 29. The common denominator in the study was that women of all ages, especially women 50-plus, don't feel like diverse and honest representations of beauty are portrayed in marketing, yet an overwhelming majority find it refreshing when it is. Did you hear that, advertisers? Women actually like it when you meet them where they are rather than serve them unattainable and condescending standards. Might want to keep that little nugget in your back pockets for your next rebrand! https://lnkd.in/gXdgRTX6

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.

6. Underestimating women’s decision-making power. Did you know that women drive 70-80% of all consumer purchasing decisions? As the primary decision-makers in households, their influence extends across a vast array of products and services. For businesses, this means understanding and catering to the preferences of female consumers is essential for success. By recognizing and adapting to this influential demographic, companies can better tailor their offerings and marketing strategies to thrive in today’s competitive market. #ConsumerSpending #WomenInBusiness #MarketTrends #FemaleConsumers #BusinessStrategy #CustomerInsights