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Title: EXCELLENCE. ALWAYS. WOMEN. BOOMERS. GEEZERS. OPPORTUNITY. $$$$$$$$$$$. ENORMOUS. Tom Peters/11.02.2006/Version.153


1
EXCELLENCE. ALWAYS. WOMEN. BOOMERS. GEEZERS.
OPPORTUNITY. . ENORMOUS. Tom
Peters/11.02.2006/Version.153
2
not. Yet. Done.
3
women. BOOMERS. GEEZERS.
4
women. BOOMERS. GEEZERS.
5
Amazon Reviewer Trends TP-MB book is old
news! (1 of 5 stars) TP Repeating it doesnt
make it old. It aint old if it hasnt been
implemented!
6
What the hell do I have to do to make my
point? Tom Peters/10.10.2006
7
The Copenhagen (Self) Pact re This
Topic Early! Loud! Repetitive! Aggressive!
Unfriendly!/rude!/ insulting!
8
women. BOOMERS. GEEZERS.
9
women.
10
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline, Economist,
April 15, 2006, Leader, page 14
11
Womens Trifecta Buy Wealth Lead
ECLIPSE OF MALES (Old/Retire Young/Poorly
educated)
12
Womens Trifecta Buy/all Wealth/all Lead/
better Eclipse of males/whoops
(Retire-old/Poorly educated-young)
13
1. Womens CONSUMER GOODS purchases. 2.
Womens COMMERCIAL GOODS purchases. 3. WOMEN
ARE THE MARKET. Not an initiative. 4.
Women-owned BUSINESSES (absolute s,
acceleration, relative growth). 5. Womens
brand of LEADERSHIP SKILLS. 6. womens
strengths match needs of the new
value-added ladder. 7. Womens DRAMATICALLY
INCREASING-commanding WEALTHabsolute,
relative. (Jobs. Longevity. Education.
Entrepreneurial. Decline of BOYS. Retirement of
MEN/Senior MEN.) 8. DEMOGRAPHIC TSUNAMI.
WOMEN. Women as solo HEADs-OF-HOUSEHOLD.
THE WOMaN- BOOMER-GEEZER. LOoooNG-TERM
PHENOMENON. Global phenomenon. 9. SPEED of
change. mother of all megatrends.
14
1. Participation rate/2 of 3 new jobs,
last 30 years. 2. Male workforce
departures/SENIOR male workforce
departures. 3. Shrinking pay gap/same jobs. 4.
More senior positions. Greater decision-
making/expenditure/org design authority. More
line jobs. 5. Female solo head-of-household
growing. 6. Longevity. 7. Education. 8. More
effective money management.
15
Not. Yet. Done. Loyalty programs M F
Difference Yawning gap (173 degrees) Forced
to do it e.g., a division aimed at Boomer Women
Exclusively. Just say no to trickle up Why
have the 5 chase the 95?) Men think theyre
doing their share (helping, sure, but the buck
stops with her) busy, busy, busythink Jims
Group) New forms of living together, playing
together as aging proceeds (commune, Beacon
Hill Assn, telemedicine, etc, etc, etc.) Grab
em early keep em Total Unmitigated Crap
(TP 100 brand switch. 100.) They didnt take
it seriously German bank exec, Bonn, F This is
not a ing program. This is NEW Life 101.
This is Soooo Big it Staggers the Imagination.
(Will be paramount trend for 20 years.) The
Copenhagen Pact
16
women. BOOMERS. GEEZERS.
17
Boomers. geezers.
18
Boomers-Geezers Trifecta Buy/all
Wealth/all time left/ lots
19
Boomers-Geezers-Womens Trifecta Buy/all
Wealth/all time left/ lots
Eclipse of males/retire-die
20
not. Yet. Done.
21
Just Say No (!) Launch an Initiative.
22
Objections Dont believe the DATA Dont believe
the ENORMITY of the opportunity Dont believe
the UBIQUITY of the opportunity Think they GET
IT See it as an Initiative Flies in the face
of CONVENTIONAL MARKETING WISDOM Dont see it as
THE ESSENCE OF STRATEGIC POSITIONING Fail to
understand-TAKE FULL ADVANTAGE Everything must
be changed (Its a Culture issue) Look at it
analytically miss the need for
OBSESSION Subconsciously threatened!!?? Occasion
to make JOKES
23
You either believe all this. Or dont.
No middle ground at the level of Extreme
Commitment Im suggesting
24
Dont get it Stupid and you are not
stupid
25
E-nor-mous Strat-eg-ic opp-or-tun-ity
26
EXCELLENCE. NEW MARKETS. ENORMOUS.
OPPORTUNITIES.
27
women. BOOMERS. GEEZERS.
28
EXCELLENCE. OPPORTUNITY. ENORMOUS. WOMEN.
29
Idiot is too kind a word.
30
Thats a very diverse team. Patrick Cescau,
CEO, Unilever 1 of 14 Board of Directors
members is a woman (not an exec) 2 of 7 Exec
Team members are Indians. (Source FT/24-25
June.) Approximately 85 of Unilevers
products are purchased by women.
31
Thats a VERY diverse team. Patrick
Cescau, CEO, Unilever 1 of 14 Board of
Directors members is a woman (not an exec) 2 of
7 Exec Team members are Indians. (Source
FT/24-25 June.) Approximately 85 of Unilevers
products are purchased by women.
32
Thats a VERY sick man. Tom Peters
33
Idiots is too kind a word.
34
???????? Weenie of the year, 2006
35
???????? 6/44
36
PG
37
EXCELLENCE. FOUND. DUH.
38
To be a leader in consumer products, its
critical to have leaders who represent the
population we serve. Steve Reinemund/PepsiCo
39
EXCELLENCE. AARGH.
40
2005
41
Good Thinking, Guys! Kodak Sharpens Digital
Focus On Its Best Customers Women Page 1
Headline/WSJ/0705
42
EXCELLENCE. OPPORTUNITY. ENORMOUS. WOMEN.
43
Just Say No. Men
44
Women are the majority market Fara
Warner/The Power of the Purse
45
????????? Home Furnishings 94 Vacations 92
(Adventure Travel 70/ 55B travel
equipment) Houses 91 D.I.Y. (major home
projects) 80 Consumer Electronics 51 (66
home computers) Cars 68 (90) All consumer
purchases 83 Bank Account 89 Household
investment decisions 67 Small business
loans/biz starts 70 Health Care 80
46
Women Household
spending 80 Investment decisions 53 Home
improvement purchase decisions 80 New cars
60 Computers 60 Managers and professionals,
overall 51 New businesses started 70
(Women-owned businesses as a share of all
new businesses Employee growth, 3X Sales
growth, 4X.) Source Marti Barletta, PrimeTime
Women (2007)
47
USA/F.Stats Short n (Very) Sweet gt50 of stock
ownership, 13T total wealth (2X in 15
years) gt7T consumer biz spending (gt50 GDP gt
Japan GDP) gt80 consumer spdg (Consumer 70
all spdg) 57 BA degrees (2002) ed social
strata, no wage gap 60 Internet users gt50
primary users of electronic equipment gt50 biz
trips WimBiz Employees gt F500 10M 33 all US
Biz Pay from 62 in 1980 to 80 today equal if
education, social status, etc are equal 60
work 46M (divorced, widowed, never
married) Source Fara Warner, The Power of the
Purse
48
Women gt 50 of Household Income in gt50 of
households. In 48 of the 55 of
households/married couples, women provide gt50 of
income. 27 of households are headed by a
single female. 75 of married female execs with
the rank of VP or above out earn their spouse.
Women control 51 of private wealth in the U.S.
head 40 of households with gt600K assets 47 of
market investors are women. Major Credit Union
pre Y2K, modal customer was 53-year-old family
man today, 46-year-old single working
woman. Commercial 51 purchasing managers are
women. Women make gt80 consumer purchases
businesswomen make gt90 of household purchasing
decisions. Women 70 of travel decisions
purchase 57 of consumer electronics write 80
of personal checks purchase gt50 of cars
(primary influence gt80). Source Dont Think
Pink What Really Makes Women Buyand How to
Increase Your Share of This Crucial Market, Lisa
Johnson Andrea Learned
49
1970-1998 Mens median income 0.6 Womens
median income 63 Source Martha Barletta,
Marketing to Women
50
Commercial Purchasing Power Purchasing mgrs.
agents 51 HR gtgt50 Admin officers
gt50 Source Martha Barletta, Marketing to Women
51
Internet users 60 manage their lives and
the lives of their families Kelley Mooney,
president, Resource Interactive Source Fara
Warner, The Power of the Purse
52
91 women ADVERTISERS DONT UNDERSTAND US.
(58 ANNOYED.) Source Greenfield Online for
Arnolds Womens Insight Team (Martha Barletta,
Marketing to Women)
53
The most significant variable in every sales
situation is the gender of the buyer, and more
importantly, how the salesperson communicates to
the buyers gender. Jeffery Tobias Halter,
Selling to Men, Selling to Women
54
Thanks, Marti Barletta!
55
The Perfect Answer
Jill and Jack buy slacks in black
56
(No Transcript)
57
She knows more about the Volvo than the
salesman who greets her at the door. But how is
she treated? As if she has a low IQ , is slightly
hard of hearing , and really has no right to be
buying a luxury car and if she brought a male
friend with her, odds are 101 that the clueless
salesperson spent most of his time speaking to
him . Selling to Men, Selling to Women, Jeffery
Tobias Halter
58
EVEolution The Eight Truths of Marketing to
Women Faith Popcorn Lys Marigold
59
EVEolution Truth No. 1 Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
60
The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
61
Week 8 testosterone time! Louann Brizendine,
Neuropsychiatrist, The Female Brain. Week
8/Testosterone surge kills communication
cells grows sex aggression cells. Also/E.g.
10X to 20X, F eye contact/look for emotional
signals by 3 months. Later F, more sentences
that begin with Lets more likely to take
turns
62
Women speak and hear a language of connection
and intimacy, and men speak and hear a language
of status and independence. Men communicate to
obtain information, establish their status, and
show independence. Women communicate to create
relationships, encourage interaction, and
exchange feelings. Judy Rosener, Americas
Competitive Secret
63
Women dont buy brands. They join
them. EVEolution
64
Selling to men The TRANSACTION Model Selling to
Women The RELATIONAL Model Source Selling
to Men, Selling to Women, Jeffery Tobias Halter
65
Editorial/Men Tables, rankings. Editorial/Women
Narratives that cohere. Redwood (UK)
66
Purchasing Patterns Women Harder to convince
more loyal once convinced. Men Snap decision
fickle. Source Martha Barletta, Marketing to
Women
67
The Connection Proclivity in women starts
early. When asked, How was school today? a girl
usually tells her mother every detail of what
happened, while a boy might grunt, Fine.
EVEolution
68
Women speak and hear a language of connection
and intimacy, and men speak and hear a language
of status and independence. Men communicate to
obtain information, establish their status, and
show independence. Women communicate to create
relationships, encourage interaction, and
exchange feelings. Judy Rosener, Americas
Competitive Secret
69
A woman can effortlessly speak 6,000 to 8,000
words a day, use an additional 2,000-3,000 vocal
sounds and 8,000-10,000 gestures and body
signals. A man utters 2,000-4,00 words,
1,000-2,000 vocal sounds and makes 2,000-3,000
body language signals. In other words, women
communicate three times more than men. Barbara
and Allan Pease (from Selling to Men, Selling to
Women, Jeffery Tobias Halter)
70
2.6 vs. 21
71
Women come out better on almost every count as
investors They are less likely to hold a losing
investment too long, and less likely to wait too
long to sell a winner theyre also less likely
to put too much money into a single investment or
to buy a reputedly hot stock without doing
sufficient research. Source The Merrill
report When It Comes to Investing, Gender A
Strong Influence on Behavior./Atlantic
72
1. Men and women are different. 2. Very
different. 3. VERY, VERY DIFFERENT. 4. Women
Men have a-b-s-o-l-u-t-e-l-y nothing in
common. 5. Women buy lotsa stuff. 6. WOMEN BUY
A-L-L THE STUFF. 7. Womens Market Opportunity
No. 1. 8. Men are (STILL) in charge. 9. MEN ARE
TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.
73
10. Womens Market Opportunity No. 1.
74
P-l-e-a-s-e Read Fara Warner The Power of the
Purse
75
Cases! Cases! Cases! McDonalds
(mom-centered to majority consumer not via
kids) Home Depot (Do it everything!
Herself) PG (more than house cleaner)
DeBeers (right-hand rings/4B) AXA
Financial Kodak (women emotional centers of
the household) Nike (gt jock endorsements new
def sports majority consumer) Avon Bratz (young
girls want friends, not a blond
stereotype) Source Fara Warner/The Power of the
Purse
76
Faith, Lys, Marti, Fara Targeting the New
Professional Woman How to Market and Sell to
Todays 57 Million Working Women Gerry Myers
77
Goldman Sachs in Tokyo has developed an index of
115 companies poised to benefit from womens
increased purchasing power over the past decade
the value of shares in Goldmans basket has risen
by 96, against the Tokyo stockmarkets rise of
13. Economist, April 15
78
Case McDonalds Discovers Women!
79
12.2002 -344M International Build Men
Children Source Fara Warner, The Power of the
Purse, From Minority to Majority McDonalds
Discovers the Woman Inside the Mom
80
Mostly Moms Women were either ignored in
favor of focusing on mengenerally considered the
industrys most frequent users and therefore its
most important consumersor they were cast in the
role of moms who were simply conduits to their
children. Fara Warner, The Power of the Purse,
From Minority to Majority McDonalds Discovers
the Woman Inside the Mom
81
We simply had stopped being relevant to women.
Kay Napier, SVP Marketing (Fara Warner, The
Power of the Purse, From Minority to Majority
McDonalds Discovers the Woman Inside the Mom)
82
Women in women-only focus groups told us that
all moms are women, but not all women are momsso
why werent we trying to reach all women? We
realized we should be finding the woman inside
the mom. Carol Koepke, marketing director (Fara
Warner, The Power of the Purse, From Minority to
Majority McDonalds Discovers the Woman Inside
the Mom)
83
McDonalds shifted its strategy toward women
from one of minority consumers who served as a
conduit to the important childrens market to one
in which women are the companys majority
consumers and the main driver behind menu and
promotion innovation. Fara Warner, The Power
of the Purse, From Minority to Majority
McDonalds Discovers the Woman Inside the Mom
84
New! New! New! New! New! Womens magazines a
medium that McDonalds had rarely
used Source Fara Warner, The Power of the
Purse, From Minority to Majority McDonalds
Discovers the Woman Inside the Mom
85
EXCELLENCE. OPPORTUNITY. WOMEN. BUSINESS.
OWNERS.
86
10.6
87
The growth and success of women-owned businesses
is one of the most profound changes taking place
in the business world today. Margaret
Heffernan, How She Does It
88
U.S. firms owned or controlled by Women 10.6
million (48 of all firms) Growth rate of
Women-owned firms vs all firms 3X Rate of jobs
created by Women-owned firms vs all firms
2X Ratio of total payroll of Women-owned firms
vs total for Fortune500 firms gt1.0 Ratio of
likelihood of Women-owned firms staying in
business vs all firms gt1.0 Growth rate of
Women-owned companies with revenues of
gt1,000,000 and gt100 employees vs all firms 2X
Source Margaret Heffernan, How She Does It
89
94 of loans to women Microlending
Banker to the poor Grameen Bank Muhammad
Yunus 2006 Nobel Peace Prize winner
90
WOMEN. DOMINATE. ECONOMIC. GROWTH.
91
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline, Economist,
April 15, 2006, Leader, page 14
92
Economic Growth Is Driven by Women.
Headline, Economist, April 15, 2006, Leader,
page 14
93
Since 1970, women have held two out of every
three new jobs created. FT, 10.03.2006
94
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline. Even
today in the modern, developed world, surveys
show that parents still prefer to have a boy
rather than a girl. One longstanding reason boys
have been seen as a greater blessing has been
that they are expected to become better economic
providers for their parents old age. Yet it is
time for parents to think again. Girls may now be
a better investment. Girls get better grades in
school than boys, and in most developed countries
more women than men go to university. Women will
thus be better equipped for the new jobs of the
21st century, in which brains count a lot more
than brawn. And women are more likely to
provide sound advice on investing their parents
neste.g. surveys show that women consistently
achieve higher financial returns than men do.
Furthermore, the increase in female employment in
the rich world has been the main driving force of
growth in the last couple of decades. Those women
have contributed more to global GDP growth than
have either new technology or the new giants,
India and China. Source Economist, April 15,
Leader, page 14
95
Continuing on page 73 A Guide to Womenomics
The Future of the World Economy Lies Increasingly
in Female Hands. (Headline.) More stats Around
the globe since 1980, women have filled two new
jobs for everyone taken by a man. Women are
becoming more important in the global marketplace
not just as workers, but also as consumers,
entrepreneurs, managers and investors. Re
consumption, Goldman Sachs in Tokyo has developed
an index of 115 companies poised to benefit from
womens increased purchasing power over the past
decade the value of shares in Goldmans basket
has risen by 96, against the Tokyo stockmarkets
rise of 13. A couple of final assertions (1)
It is now agreed that the single best
investment that can be made in the developing
world is educating girls. (2) Also,
surprisingly, nations with the highest female
laborforce participation rates, such as Sweden
and the U.S., have the highest fertility rates
and those with the lowest participation rates,
such as Italy and Germany, have the lowest
fertility rates. Source Economist, April 15,
page 73
96
Q No. 1 contributor to developing country
economic improvement? A More education
for women. Source Many (On a related note,
eBay founder Pierre Omidyar and his wife just
gave 100M to Tuftsits biggest gift everto
support micro-lending women typically are the
recipients of 90 of micro-loans because they
use the more productively than men.)
97
Repeat Goldman Sachs in Tokyo has developed an
index of 115 companies poised to benefit from
womens increased purchasing power over the past
decade the value of shares in Goldmans basket
has risen by 96, against the Tokyo stockmarkets
rise of 13. Economist, April 15
98
Impact! Add It Up! Primary
markets/Everything (Men buy things that other
men will buy for women. I buy things that women
want.successful jeweler/F. Women are the
majority market Fara Warner/The Power of the
Purse. Women as Purchasing Officers, CIOs,
etc.) Greater global workforce participation rate
(bigger contributor to GDP growth than
technology, China, IndiaEconomist) Higher wages
(more seniority, promotionseven if not to CEO
greater pay equityeven if not equal) Business
decision makers (more seniority,
promotionseven if not to CEO) Women-owned
businesses (answer to the Glass Ceiling10.6M in
USA recipients of micro-lendingdeveloping
world)
99
10 UNASSAILABLE REASONS WOMEN
RULE Women make all the financial
decisions. Women control all the wealth. Women
substantially outlive men. Women start most of
the new businesses. Womens work force
participation rates have soared
worldwide. Women are closing in on same pay for
same job. Women are penetrating senior
ranks rapidly even if the pace is slow for
the corner office per se. Womens
leadership strengths are exceptionally well
aligned with new organizational effectiveness
value-added imperatives. Women are better
salespersons than men. Women buy almost
everythingcommercial as well as consumer
goods. So what exactly is the point of men?
100
One thing is certain Womens rise to power,
which is linked to the increase in wealth per
capita, is happening in all domains and at all
levels of society. Women are no longer content to
provide efficient labor or to be consumers with
rising budgets and more autonomy to spend.
This is just the beginning. The phenomenon will
only grow as girls prove to be more successful
than boys in the school system. For a number of
observers, we have already entered the age of
womenomics, the economy as thought out and
practiced by a woman. Aude Zieseniss de Thuin,
Financial Times, 10.03.2006
101
COROLLARY. EXCELLENCE. WOMEN. RULE.
102
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measure TITLE/ Special
Report/ BusinessWeek
103
Womens Strengths Match New Economy Imperatives
Link rather than rank workers favor
interactive-collaborative leadership style
empowerment beats top-down decision making
sustain fruitful collaborations comfortable with
sharing information see redistribution of power
as victory, not surrender favor
multi-dimensional feedback value technical
interpersonal skills, individual group
contributions equally readily accept ambiguity
honor intuition as well as pure rationality
inherently flexible appreciate cultural
diversity. Judy B. Rosener, Americas
Competitive Secret Women Managers
104
Womens Negotiating
Strengths Ability to put themselves in their
counterparties shoes Comprehensive, attentive
and detailed communication style Empathy that
facilitates trust-building Curious and attentive
listening Less competitive attitude Strong
sense of fairness and ability to
persuade Proactive risk manager Collaborative
decision-making Source Horacio Falcao, Cover
story/May 2006, World Business, Say It Like a
Woman Why the 21st-century negotiator will need
the female touch
105
New (4 of 7) Value-added Ladder Plays to
Womens Inherent Strengths! Lovemark/F Dreams
Come True/F Spellbinding Experiences/F Gamechangi
ng Solutions/F Services/F Goods/M Raw Materials/M
106
TAKE THIS QUICK QUIZ Who manages more things
at once? Who puts more effort into their
appearance? Who usually takes care of the
details? Who finds it easier to meet new
people? Who asks more questions in a
conversation? Who is a better listener? Who
has more interest in communication skills? Who
is more inclined to get involved? Who
encourages harmony and agreement? Who has
better intuition? Who works with a longer to
do list? Who enjoys a recap to the days
events? Who is better at keeping in touch
with others? Source Selling Is a Womans Game
15 Powerful Reasons Why Women Can Outsell Men,
Nicki Joy Susan Kane-Benson
107
The Core Argument Women Ought to Rule! 1.
We are in a War for Talent. 2. The war will
intensify. 3. There is a severe shortage of
effective leaders at all levels. 4. Women are
under-represented in our leadership ranks at
or near the top. 5. Women and men are different
new science reinforces this view. 6.
Womens strengths match the New Economys
leadership needsto a striking degree. 7. Women
are also the principal purchasers of goods
and servicesretail and commercial. 8. Ergo,
women are a large part of the answer to
the War for Talent/leadership shortage
issue/opportunity.
108
EXCELLENCE. OPPORTUNITY. ENORMOUS. BOOMERS. GEEZ
ERS.
109
women. BOOMERS. GEEZERS.
110
!!!!!!!!!!!!!!!!! People turning 50 today have
more than half of their adult life ahead of
them. Bill Novelli, 50 Igniting a Revolution
to Reinvent America
111
Idiots is too kind a word.
112
Stupid Fring Idiot-Marketers! Critics
describe evening news in unflattering terms
Theyre old! Theyre set in their ways! They
wont buy iPods! Source Advertising Age,
05.08.06
113
?????????????????????????? Gen Y Sits on Top of
Consumer Food Chain Theyre savvy shopper with
money and influence Headline, USA Today,
1012.06
114
Just Say No. 18-44
115
Subject Marketers Stupidity Its 18-44,
stupid!
116
Subject Marketers Stupidity Or is it 18-44
is stupid, stupid!
117
One particularly puzzling category of
youth-obsession is the highly coveted target of
men 18-34, and its always referred to as highly
coveted category. Marketers have been distracted
by men age 18-34 because they are getting harder
to reach. So what? Who wants to reach them?
Beyond fast food and beer, they dont buy much of
anything. The theory is that if you get them
while theyre young, theyre yours for life.
What nonsense! Marti Barletta, PrimeTime Women
118
2000-2010 Stats 18-44 -1 55 21 (55-64
47)
119
BoomerBucks! Boomer turns 50 every 7 seconds.
2009 majority of U.S. households headed by
someone over 50. 2006-2016 U.S. population up
22.9 million 22.1 million in over-50 group.
2006 1 in 5 adults is F, over 50. Women
between 50-70 who are single 35. Age 45-54
highest average income, 59, 021 (national
average is 42,209). FASTEST GROWING INCOME
CATEGORY WOMEN, 55-64 (4X men in same category).
Women, age 60-64 50 still in workforce.
Highest net worth families, 55-64 (182,000).
People over 50 70 to 79 of all financial
assets 80 of all savings accounts 62 of all
large Wall Street asset accounts 66 of
invested in the stock market. Age 50 29 of
population, 40 of total consumer spending, 50
of discretionary spending. Next 2 decades
BOOMERS WILL INHERIT 14 TRILLION-25 TRILLION
(largest intergenerational transfer of wealth in
history). Marti Barletta, PrimeTime Women
120
55-64 vs 25-34 E.g. New cars trucks 20
more spending. Meals at full-service restaurants
29. Airfare 38. Sports equipment 58.
Motorized recreational vehicles 103. Wine
113. Maintenance, repairs and home insurance
127. Vacation homes 258. Housekeeping
yard services 250 to 500. SourceMarti
Barletta, PrimeTime Women
121
Average of cars purchased per household,
lifetime 13 Average of cars bought per
household after the head of household reaches
age 50 7 Source Marti Barletta, PrimeTime Women
122
3Q/2006. 312M. (18.) 1.6B. (14.) Source
BusinessWeek, 1106.06, Harley Just Keeps on
Cruisin Aging customers? Sure. Nostalgia brand?
Definitely. So why is the stock at a record high?
123
50 7T wealth (70)/ 2T annual income 50 all
discretionary spending 79 own homes 40M credit
card users 41 new cars/48 luxury cars 610B
healthcare spending/ 74 prescription drugs 5
of advertising targets Ken Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
124
Fifty-four years of age has been the highest
cutoff point for any marketing initiative Ive
ever been involved in. Which is pretty weird when
you consider age 50 is right about when people
who have worked all their lives start to have
some money to spend. Marti Barletta, PrimeTime
Women
125
Median Household Net Worth lt35 7K 35-44
44K 45-54 83K 55-64 112K 65-69 114K 70-74
120K gt74 100K Source U.S. Census
126
44-65 New Customer Majority 45 larger
than 18-43 60 larger by 2010 Source Ageless
Marketing, David Wolfe Robert Snyder
127
The New Customer Majority is the only adult
market with realistic prospects for significant
sales growth in dozens of product lines for
thousands of companies. David Wolfe Robert
Snyder, Ageless Marketing
128
Marketers attempts at reaching those over 50
have been miserably unsuccessful. No markets
motivations and needs are so poorly understood.
Peter Francese, founding publisher, American
Demographics
129
Possession Experiences /Desires for
things/Young adulthood/to 38 Catered
Experiences/ Desires to be served by
others/Middle adulthood Being
Experiences/Desires for transcending
experiences/Late adulthood Source David Wolfe
and Robert Ageless Marketing
130
Older people have an image problem. As a
culture, were conditioned toward youth. When
we think of youth, we think energetic and
colorful when we think of middle age or
mature, we think tired and washed out. and
when we think of old or senior, we think
either exhausted and gray or, more likely, we
just dont think. The financial numbers are
absolutely inarguablethe Mature Market has the
money. Yet advertisers remain astonishingly
indifferent to them. Marti Barletta,
PrimeTime Women
131
Baby-boomer Women The Sweetest of Sweet Spots
for Marketers David Wolfe and Robert Snyder,
Ageless Marketing
132
WOMAN of the Year Shes the most powerful
consumer in America. And as she starts to turn
sixty this month, the affluent baby boomer is
doing what shes always doneredefining herself.
Joan Hamilton, Town Country, JAN06
133
Magazine of the Year More Source Advertising
Age, 1023.2006, More Taps Power of 40-plus to
Draw Advertisers in Droves (More is breaking
through advertisers irrational obsession with
20-somethings )
134
Sixty Is the New Thirty Cover/AARP
135
Age Power will rule the 21st century, and we
are woefully unprepared. Ken Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
136
Road Signs of the Times Creating an
easier-to-read typeface for aging drivers The
New York Times
137
BONUS. EXCELLENCE. OPPORTUNITY. ENORMOUS. SINGLE
-PERSON HOUSEHOLDS.
138
Fastest growing demographic Single-person
Households (gt50 in London, Stockholm,
etc) Source Richard Scase
139
of homes purchased by single women 1981,
102005, 20 of homes purchased by single
men 1981, 10 2005, 9 Source USA
Today/02.15.06
140
Women PURCHASERS. Women business owners. WOMEN
WEALTH CONTROLLERS. WELL-PAID WOMEN
WORKERS. WOMEN LEADERS. Boomer-Geezer
PURCHASERS. BOOMER-GEEZER WEALTH
CONTROLLERS. Single-person HHs (Urban)
141
BONUS. EXCELLENCE. OPPORTUNITY. ENORMOUS. GENERI
C DEMOGRAPHIC TSUNAMI. (UNPRECEDENTED IN
HISTORY.)
142
Demographic Upheaval! 1/1/2008 60 of the Prime
Work Force (boomers), mostly white males, will
be able to retireat a rate of 10,000 per
day. As of 2005 75 of people entering the
workforce are women and minorities. As of 2008,
they will flood the management ranks as the
PWF retires. Programs for recruiting women and
minorities with the necessary intensity mostly
AWOL. Selling to Men, Selling to Women, Jeffery
Tobias Halter
143
not. Yet. Done.
144
What the hell do I have to do to make my
point? Tom Peters
145
The Copenhagen (Self) Pact re This
Topic Early! Loud! Repetitive! Aggressive!
Unfriendly!/rude!/ insulting!
146
Womens Trifecta Buy/all Wealth/all Lead/
better Eclipse of males/whoops
(Retire-old/Poorly educated-young)
147
Boomers-Geezers Trifecta Buy/all
Wealth/all time left/ lots
148
Boomers-Geezers-Womens Trifecta Buy/all
Wealth/all time left/ lots
Eclipse of males/retire-die
149
Just Say No (!) Launch an Initiative.
150
You either believe all this. Or dont.
No middle ground at the level of Extreme
Commitment Im suggesting
151
Dont get it Stupid and you are not
stupid
152
E-nor-mous Strat-eg-ic opp-or-tun-ity
153
Amazon Reviewer Trends TP-MB book is old
news! (1 of 5 stars) TP Repeating it doesnt
make it old. It aint old if it hasnt been
implemented!
154
women. BOOMERS. GEEZERS.
155
EXCELLE ALWAYS.
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