My Alarm Clock is set for 6oC
To celebrate International Women’s Day Pretty Little Head is embarking on a new project. We are spending the next three months exploring the surprisingly controversial topic of marketing to older women.
By 2030 the number of over 60s will increase by a third from 164m to 222m. Over 60’s spend some $4trillion a year and that number will only grow as they grow in numbers (Economist 2016). They are an age cohort that has benefited from house price inflation and generous pensions. The 50% of that population who are women will – especially in Europe – be wealthy, healthy and ready to spend.
Yet despite their growing value to businesses, there is a notable absence of that audience – implicit or explicit in marketing and communications. Germaine Greer speaks for her generation when she says that “just because I’m over 60 nobody wants to sell to me.”
We’ve spent the last twelve years helping clients target women more effectively by re-moulding the received wisdoms in marketing. This year we’re focusing on understanding how to unlock the commercial potential in the most valuable female market of them all – the over 55 years woman.
We’re kicking off this week with interviews and discussion groups and will be letting you know what we find out from the variety of academics and opinion formers we talk to over the coming weeks.
Follow the progress of the project on our website www.prettylittlehead.co.uk and over on our Twitter feed https://twitter.com/PrettyLitHead@prettylithead and tweet us your thoughts on the subject.
