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BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman

BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman

by Mary Brown, Paco Underhill (Foreword by), Carol Orsborn

"Foreword by Paco Underhill

Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.

One huge, affluent segment of that demographic wields more spending clout than


"Foreword by Paco Underhill

Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.

One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the ""boom"" years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women.

But what is it that will make these women spend their money on your products? Meet Mary Brown and Carol Orsborn, whose exclusive business it is to find out what makes Baby-Boomer women tick -- and buy. With BOOM, they reveal the results of proprietary research that has helped their firm’s five-star clients outclass the competition by reaching and resonating with this powerhouse demographic.

BOOM brings together the insights of dozens of market leaders in a wide array of industries, insiders who have learned (sometimes the hard way) what works and what doesn’t in the battle for the hearts and minds of the ""ultimate power consumer."" You will learn:

How to increase your market share of today’s most lucrative consumer demographic

What your competition and other industry leaders are doing to reach Baby- Boomer women

How to minimize the risks and maximize the potential of your efforts in this market

How to find, interpret, and present information and statistics and build a strong business case to your colleagues, shareholders, company executives, and others

Intelligence for making savvy decisions and communicating the clear message that your target customer wants to hear

You’ll also get the authors’ exclusive Imago Diagnostic (ID) tool for identifying exactly what resonates with Boomer women, along with the Seven Things You Don’t Know About Baby-Boomer Women (But Should).

At the age when they are more financially comfortable than ever, Baby-Boomer women are now poised and energized to drive consumer markets to unbelievable new highs. With the eye-opening information and cutting-edge strategies in BOOM, your company will be set to enjoy an amazing ride to the top."

Editorial Reviews

Library Journal
What used to work in marketing has changed, and many companies are trying to figure out how to react as their market shares erode. One way is to focus marketing efforts on a smaller demographic group and capture its loyalty. These new books focus on two such attractive population segments: baby boomers and the so-called Generations X and Y, which together form the 18- to 40-year-old consumer group. Curiously, Johnson previously wrote Don't Think Pink: What Really Makes Women Buy, but here she opts for a generational rather than gendered treatment, while coauthors Brown and Orsborn, both executives at Imago Creative, a marketing firm specializing in baby boomer women, apply their expertise on marketing to women. Both books suggest that traditional marketing and advertising don't work with either boomer women or the later generations-as the prime audience, for instance, 18- to 34-year-old mothers can no longer be expected to watch the soaps-and attempt to explain both why and what can be done about it. The books observe what their subject groups do (at work and at play) and how they want to be treated. For example, Generations X and Y are really into technology, using it in new ways that allow them to form bonds with one another that generally escape boomers. In fact, baby boomer women really want technology to be as simple to use as possible, and they seek to use it in completely different ways. Both books provide ample case studies to substantiate their theories. Ad agencies, corporate libraries, and business schools should consider acquiring both volumes if they want to have the latest thinking on segmentation and targeting, but these are optional purchases for general circulation libraries, even with substantial marketing collections.-Stephen E. Turner, Turner & Assocs., San Francisco Copyright 2006 Reed Business Information.
Soundview Executive Book Summaries
Baby Boom Women: A Trillion-Dollar Market
Boom explores the soon-to-explode demand for consumer goods and services by what may be one of the most affluent and influential target groups of all time: baby boomer women. Women born between 1946 and the early 1960s are the first female demographic to not only to have their own incomes, but to also control the family purse strings. The authors stress that there are more than 80 million baby boomer women, with the spending power of over a trillion dollars a year, who buy or influence up to 80 percent of all consumer purchases. Over the next decade, this group — traditionally ignored by marketers — will control more than two-thirds of consumer wealth.

The Imago Diagnostic: A Tool for a Diverse Demographic
This book presents a multidimensional profile of baby boomer women and looks at factors that determine their spending patterns. The authors are quick to point out that this target is not a single fixed demographic, but that race, economics and other variables determine what makes a baby boom woman tick ... and buy. Since the demographic encompasses women born within a nearly 20-year span, one significant factor is a woman's position in the boomer continuum, whether she is a leading-edge boomer born soon after World War II or a trailing-edge boomer born nearly a decade later. Differences between male and female decision-making processes are examined, and most importantly, the book offers the Imago Diagnostic (ID) — a unique motivational assessment tool to help identify three archetypical boomer women consumers. The archetypes of the Imago Diagnostic are:

Conventional: The conventional baby boomer woman's motivational orientation is to maintain security, stability and predictability, even at the expense of her own sense of autonomy and self-expression. She has not been exposed to new information that challenges the status quo or she compliantly resists rocking the boat. She is the consummate caretaker and puts her family first. She needs to know how you can help her, and keep her and her family safe.

Transitional: The transitional baby boomer woman knows there is more to her than what others see. She is disillusioned yet optimistic, as she begins to assert her own individuality. She is in a stage of change and experimentation with new beliefs and new needs. She needs to know you believe in her.

Aspirational: Having integrated what she has learned in her transformation phase, the aspirational baby boomer woman is beyond passivity and rebellion.

She accepts her flaws and is an emotional pioneer, realizing that the emotional and attitudinal landmarks she expected at various ages did not materialize. With no role models for women 40, 50 and 60, she is forging her own way on her own terms. She needs you to embrace life with her.

The authors apply these archetypes, tempered by leading or trailing-edge characteristics, as well as race and other factors, to the five central aspects of baby boomer women's lives, which are:

  • Work/life orientation — the role career plays in her life.
  • Problem-solving outlook — her emotional viewpoint when faced with adversity.
  • Caretaker/relationship mode — her relationships and interactions with others.
  • Life stage impact — her views on aging and midlife issues.
  • Economic situation — her financial status and outlook.

Learn From Companies That 'Get Her'
Throughout the book, readers will find numerous case studies of successful companies, including Ford, Citigroup, Appleseed Clothing, Walt Disney, AARP and the Red Hat Society. Boom also looks at how the interactivity of the Internet and its wealth of pre-purchase information influences boomer women, who are online in greater numbers than any other demographic.

Finally, it provides a simplified list of the "Eight Things You May Not Know About Boomer Women — But Should."

Why We Like This Book
Boom is fast paced and offers practical advice and an applicable model to effectively understand the baby boom woman. Its emphasis on the multiplicity of baby boomer women proves why a one-size-fits-all approach, stirred with a bit of nostalgia, is a sure recipe for disaster. Most importantly, it looks at the phenomena of boomer women, not as a problem to be solved, but as a tremendous opportunity for companies to grow by learning how to meet the needs of this powerful group, one which is poised to create a seismic shift in consumer marketing. Copyright © 2006 Soundview Executive Book Summaries

Product Details

Publication date:
Product dimensions:
6.60(w) x 9.20(h) x 1.10(d)
Age Range:
17 Years

What People are Saying About This

From the Publisher

"""It's about time marketers realize that Boomer women can no longer be ignored in favor of younger consumers who don't even come close to have the buying power of these women. The authors bring clarity, insight, and focus to a misunderstood group of consumers, and offer solutions from marketers who are successfully tapping into this important consumer group.""

-- Fara Warner, author, The Power of the Purse: How Smart

Companies Are Adapting to the World's Most Important Consumers--Women

""Kudos to Mary Brown and Carol Orsborn for their compelling new book BOOM. They have hit the sweet spot of the luxury market: Boomer women who not only are the decision makers in 80 percent of important purchases but also sophisticated trend leaders shaping the future definition of luxury products and services. They've assembled a savvy group of contributors who share real-world knowledge in ways that luxury marketers can apply to the challenge of growing their respective businesses, revenues and loyalty of one of the most influential communities in today's marketplace. News luxury marketers can use. A must-read.""

-- Gregory J. Furman, Founder & Chairman, The Luxury Marketing Council Worldwide (since 1994)

""Mary Brown and Carol Orsborn have crafted a Swiss-knife aid for those committed to figuring out this huge market of more than 38 million women. BOOM gives you vital tools for opening up this market to whatever you are selling. Somehow, they talked top marketing officers in nearly 40 organizations into sharing some of their secrets -- a real plus for readers.

-- David B. Wolfe, author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority

""We've long understood the financial power of the consumer aged 40+; now BOOM shines a light on the Boomer woman as the power consumer, rather than a niche market. Kudos to the 40 marketing leaders whose insights and experiences create this guide to understanding and communicating with women 40+. This book is smart, easy to use, and prescriptive.""

-- Tim Gibbon, President & CEO, JWT Specialized Communications/Mature Market Group"

Meet the Author

"Mary Brown is President and Creative Director at Portland, Maine–based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country’s top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women.

Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry’s highest award, the Silver Anvil."

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