Women Over 45 are a Neglected Demographic Sector
Marketers are only now slowly waking up to the potential of the Women over 45 demographic sector. Numbers of this 'baby boomer' generation have risen by over 20% between 1990 and 2000.
Significant differences in attitudes exist amongst this group in comparison with older women in relation to work, buying habits and products purchased. For example, these women set a high premium on youthful fashion and cosmetic products and their tastes are set to transform markets for older women in the next decades. Women over 45 are conscientious consumers.
With men, they share a huge appetite for travelling when pension plans begin and family responsibilities recede. Changed perceptions are needed to address this neglected group's requirements for products and services that meet their expectations for independence, employment and leisure.
