Skip to Content Skip to Footer
Baby Boomer Women Remain Invisible to Marketers

Baby Boomer Women Remain Invisible to Marketers

Sarah Steimer

invisible woman

The stats show the female boomer has money and time to spend, but she’s invisible to advertisers. With a little myth-busting and fact-checking, marketers could tap into this booming gold mine.

“Do you not see me? Do I not exist? Do you think it’s alright to ignore us?” yells Grace Hanson, the retired cosmetics mogul played by Jane Fonda on “Grace and Frankie,” a Netflix comedy about two women navigating new challenges later in life. A cashier and others at a grocery store are ignoring Grace and Frankie Bergstein, played by Lily Tomlin.

Grace apologizes to Frankie for her outburst, but asserts: “I refuse to be irrelevant.”

“We are 100% invisible to marketers. That’s pretty easy to establish,” says Marti Barletta, author of Marketing to Women and PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders. “You only have to look at what’s online, what’s on television, what’s on radio. We are such a pop-culture country and in this country—in every country, I think—pop culture is defined by the young because it’s about novelty and it’s about what’s different and what’s exciting.”


Login to view this page. You may create a free account from the login page after clicking "login".

Sarah Steimer is a writer, editor, podcast producer, and yoga teacher living in Chicago. She has written for Marketing News, Chicago magazine, Culture magazine, the Pittsburgh Post- Gazette, and other outlets.