The stats show the female boomer has money and time to spend, but she’s invisible to advertisers. With a little myth-busting and fact-checking, marketers could tap into this booming gold mine.
Do you not see me? Do I not exist? Do you think its alright to ignore us? yells Grace Hanson, the retired cosmetics mogul played by Jane Fonda on , a Netflix comedy about two women navigating new challenges later in life. A cashier and others at a grocery store are ignoring Grace and Frankie Bergstein, played by Lily Tomlin.
Grace apologizes to Frankie for her outburst, but asserts: I refuse to be irrelevant.
We are 100% invisible to marketers. Thats pretty easy to establish, says , author of and . You only have to look at whats online, whats on television, whats on radio. We are such a pop-culture country and in this countryin every country, I thinkpop culture is defined by the young because its about novelty and its about whats different and whats exciting.
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Sarah Steimer is a writer, editor, podcast producer, and yoga teacher living in Chicago. She has written for Marketing News, Chicago magazine, Culture magazine, the Pittsburgh Post- Gazette, and other outlets.