Paper Summary:

The paper discusses the potential of older women posing an ideal marketing segment for retailers in the travel, toy, pet, fashion, Internet and banking industries. The paper points out that older women often spend their savings and have more leisure time than working adults and so marketers who make the 'first move' and specifically target women of this generation can experience a potential windfall.

From the Paper:

"Women live longer than men (Cromie, 1998). Sorry guys, but it is a statistical fact. Some researchers have attributed this statistic to the greater stress the previous generation of men subjected themselves to in the workplace, other theorists believe it is because older women have more social connections and take better care of their health. Regardless, older women represent a major marketing segment that has been ignored by retailers. Our culture for too long has blindly regarded women over the age of 50 merely as 'little old ladies,' as grandmothers rather than as individuals seeking to maximize their increasingly long lifespan. However, this untapped demographic has tremendous potential as a marketing segment for retailers in a variety of industries."

Sample of Sources Used:

• Barletta, Marti. (10 Oct 2005). "Targeting a powerhouse female demographic: Older women." Ad Age. Retrieved 29 Jan 2008 at http://adage.com/article?article_id=47030
• Cromie, William J. (1 Oct 1998). "Why Women Live Longer than Men." The Harvard University Gazette. Retrieved 29 Jan 2008 at http://www.hno.harvard.edu/gazette/1998/10.01/WhyWomenLiveLon.html
• Smith, Walker. (1997, Jun). "Silver lining - marketing to older customers." Entrepreneur. FindArticles.com. Retrieved 29 Jan. 2008 at http://findarticles.com/p/articles/mi_m0DTI/is_n6_v25/ai_19661053

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