Over 50 -Look to life stage, not age

"Age isn't a useful indicator anymore, life stage is, " says Matt Thornhill, who runs The Boomer Project, a research and consulting company, based in Richmond, VA. 

For a fascinating look at how life stage not age works in marketing, take a look at Legacy Account.  This ad was tested against a age-based, factual ad by the Boomer Project.  No surprise that this ad worked far better not just for boomers but for younger consumers as well.  The conclusion: "To attract more boomers, focus on life-stage, not age. Use emotionally-meaningful concepts, pictures and words.  And communicate your facts wrapped in a story"

More gleanings from Thornhill by Jennifer Wells who wonders  - is anybody marketing to me? 

• A third have survived a major illness.
• A third have changed their diet due to a medical condition.
• They will outspend younger adults by $1 trillion (U.S.) annually by the year 2010.
• They are not brand loyal.
• They crave new experiences. They are not set in their ways.
• When the time comes, they want to "age in place" — none of that moving-to-Florida business.
• They grade marketers at a "Low D" in attempts to market to boomers.
• They see themselves as 12 years younger than they are.
• They cleave to the idea of life-long learning.
• Retirement?  Not in the cards.

As for the boomer women

• She wants to give back and live richly, and that doesn't mean money. It means experience.
• She's becoming more masculine.  Now that the kids are out of the house, carpentry or a new career beckons.

Best example of a company that gets it.  Eileen Fisher, my favorite designer incidentally, who  believes 'Every Body is Beautiful'.  Fortune calls her "The Nurturer" and one of its Best Bosses.    Fisher is keyed into boomers: "I think I give people the freedom to find themselves, to find their own path, to find their own way there."

It works!  Eileen Fisher revenues are up 12% to $144 million at the same time overall sales for women's apparel have gone down 6%.  Her retail turnover of employees is 19% compared to the industry average of 50.7%.  She has great benefits for her employees and is only one of 3 US companies to comply with a strict set of workplace standards administered by the non-profit and international watchdog group  called Social Accountability International according to Fortune.