The AARP reported that 82% of women 50 and older will try a new brand, while Girlpower found that 64% of Boomer-aged women have dropped brands they felt were ignoring them. Middle-aged women are experienced consumers, so they know the risk of trying something new but are willing to take that chance. This may be why Procter & Gamble PG, the global maker of Pantene, Olay and Tide, is spending $10 billion with women-led businesses by 2025. These can be very personal values: 80% of Boomer women will try a product that supports other women-owned business, and they’ll even give it a second chance if it missed the mark the first time. For 81% of Gen Xers and 64% of Boomer women, this means investing in brands that align with their personal values. According to research by UBS, 90% of Gen X women (the oldest approaching 55) and 87% of Boomer women use their incomes as a tool to fulfill a personal purpose.
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