Women 45-65 outspend millennials by 250% but hardly any brands speak to us, I'm asking for a little favour
Great idea. Thanks Eleanor for involving us in this insight
Thanks for cross posting this @elderberries - she is def worth checking out!
My debut collection of short fiction, launched @ age 67, is, I am told by post-publication commenters, "a hit with 'Queenagers.'" Not intentional. Not surprising either considering my wife, daughters, sisters, sisters-in-law, nieces, press editors, most literary friends & colleagues, and many periodical editors are "Queenager" members. Head librarians and bookshop upper management staff too. A large percentage of my READERS are 40-70+ women. Well-educated, financially independent, confident, direct, smart, with no time for male glibness. They glitter out at me (with impeccable good taste) from the audience at readings and I eventually noticed the trend. As a former marketer of high end goods targeting wealthy women (those who hired & directed architects and interior designers) this demographic outcome strikes me as significant. Complex too, I know. "What now?" I wonder, wanting to approach the cohort, but with respect and thoughtfulness, not hucksterism. (Real or perceived.) Apparently, my book engages Queenagers so I might want to express this to the marketplace in some way. Or am I best to just let it play out? My past building product marcom experience fails me now!
Fantastic research - and thank you for the link to Women in Journalism, it looks like a great resource.
Fascinating! I’ve done your survey. I’m 41 and I shop at Lidl or Asda online if I don’t want to go into town with my toddler. M&S FOOD for weekend treats and the medina in our local city (a 45 min drive away) or an organic farm for higher quality/ higher welfare stuff. We’re up North so not many Waitrose - there’s a map that went viral about that... ! I go back to M&S food again and again as they go out of their way to help me and see me wrangling with my toddler and connect with me. None of the other supermarkets do that.