We’re in demand because we buy lots of stuff and advertisers and economists are just now figuring it out.
We are not in the coveted demographic of people between age 18 and 34. Most TV, internet and magazine advertising is aimed at this age group. Why? Because they’re just starting out and they buy everything - clothes, cars, homes, furnishings, baby stuff. We’ve been written off because, well we’re old ladies, right?
I say think again and so have the manufacturers, advertisers and economists. We're now a coveted group too. What are we buying? Anything that says “anti-aging” in the label. According to a report from market research company Global Industry Analysts the market for anti-aging products is predicted to reach $115.5 billion by 2010. That’s just for moisturizers and anti-aging creams. It doesn’t include many other products such as the $7.2 billion spent on hair coloring (not all hair coloring products are bought to cover gray hair, but it is the largest part of the hair color business.) The anti-aging market also includes tooth whitening products, fancy eye glasses, and on and on.
And there’s the increase in women over 55 using dating services. The Executive Director of Match.com, one of the largest Internet Dating sites, stated that “Match.com is focusing its target marketing on the Baby Boomer generation as they are our fastest growing age group.” There are even many dating services that are dedicated to people over 55 and they are doing very well.
Is there more? Of course we haven’t touched the cosmetic surgery market. Botox injections alone accounted for about $480,000 million in sales in 2009. Botox is just a fraction of what your dermatologist or plastic surgeon can do for you and it all costs big bucks. Even in these hard economic times, or maybe because of them, women are still spending tens of thousands of dollars to look younger. (Looking old is bad news in the job market.)
Well how do we pay for all of the above? The US Census says that 40 million women over 55 are in the workforce. There are more mature women in the workforce today than ever before in history. That means we have bucks to spend on ourselves and we do it happily!
So what does all this mean for us? It means we are getting respect and attention. And isn’t it just about time?