Never before in history has such a large demographic group as the Baby Boom generation experienced major life-stage transitions en masse. Now in their 40s and 50s, Boomer women are grappling with one of the most challenging stages they have faced to date: the empty nest.
This vulnerable phase is signaled by the exodus of sons and daughters from home as they transition to adulthood and assume increased independence. A critical juncture in a mother's lifecycle, the empty-nest phenomenon represents an opportunity for marketers sensitive to the evolving needs, challenges and aspirations of this demographic.
Not just a one-time marketing opportunity, the emptying of the family's nest is often a layered experience across the coming of age of several children, and their progressive separation from college to graduation and beyond.
As a generation, Boomers have embraced a more engaged approach to parenting than was the norm for their parents. Boomer moms, who have spent the past two decades involved in the predominant nurturing role of raising kids, are strongly affected when the responsibilities of that role shift. As revealed in our recent Empty Nest survey of more than 230 pre- and current-empty nester women, the act of a child leaving home can create a profound sense of loss, self-examination, freedom and change for Boomer moms.
Why should your company care? By deeply understanding the issues the Boomer mom faces, marketers can align their brand to provide her answers at a time of need. There is nothing more powerful and loyal than a grateful woman. And considering the size and spending clout of the Boomer woman demographic, your company will stand to benefit from her gratitude.
We've translated key insights from our Empty Nest survey into marketing opportunities targeted to helping her through the transition.
Newfound Freedom
When asked which were the most significant changes anticipated or experienced once their nest emptied, the overwhelming response (out of 12 possibilities) was "more free time," followed by "loneliness/depression," "more time with significant other" and "focus on self."
Opportunity: Emphasize relational aspects such as girlfriend getaways, renewed romance and self-nurturing experiences. Due in part to tailoring trips and amenities to these empty nester desires, the cruise industry experienced 18% growth from 2003 to 2004 (International Council of Cruise Lines 2004 Economic Study). With Boomer women influencing the purchase of the majority of cruise trips... you do the math.
Mixed Bag of Emotions
Having played a defining role in raising their children, seeing them go is rife with conflicting emotions for Baby Boomer moms. While proud of their children's accomplishments and enthusiastic about their future, these moms are also equally anxious about their kid's increasing independence. Simultaneously, they feel conflicted about the changing nature of their relationships with their children and how they will define their own transitioning identity.
Opportunity: Help ease separation anxiety with products and services that keep her in touch with her child's life without seeming invasive. Who says the audience for interactive cell phones, instant messaging, and webcams is only younger folks? Boomer moms are wired and embrace technology that enhances their circle of relationships.
(Take note: those cool, tiny buttons and text are not popular with bifocaled-Boomers. And though she is tech-wise, you should humanize the experience of using your product to be simple and intuitive. She has no patience for geek-speak, complex user interfaces or confusing directions.)
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