25+ years of studying audiences. Now I’m the one you’re ignoring.
This week in 50-somethinghood, I’ve realized I’m sitting on the other side of the marketing equation. The invisible side.
I’ve spent my career trying to understand audiences. Now I’m the audience—and I’m noticing what earns my attention. And I’m seeing all the white space. LOTS of white space.
Forbes has called us 50+ gals the “super consumers”, as we dominate household purchasing decisions across many different categories. We are the highest-spending demographic in the U.S., and we literally get no advertising love.
I’m a part of a massively underserved audience that needs marketing attention. And I’m a marketer.
I’ve got money to spend, experience, opinions, taste, and approximately zero patience for brands that are not interested in who I am, what I’ve accomplished, and most importantly, learning more about how to market to me.
So maybe instead of being annoyed by how badly—or how rarely—brands talk to women like me, I should start paying attention to the ones that get it right. And the ones that don’t.
What makes me stop scrolling? What makes me click? What makes me trust a brand enough to let it in? And on the flip side, what makes me keep scrolling and not want to engage?
I’ve spent 25+ years trying to understand what earns an audience’s attention.
Turns out, I’ve become a pretty interesting audience to study.
