{"id":5179,"date":"2018-11-15T16:11:06","date_gmt":"2018-11-15T16:11:06","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=5179"},"modified":"2018-11-15T16:11:06","modified_gmt":"2018-11-15T16:11:06","slug":"uper-consumers-most-marketers-are-overlooking","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking","title":{"rendered":"The super consumers most Marketers are overlooking"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Last week we covered a consumer group so young that most of its members are not even born yet, <\/span><a href=\"https:\/\/thesocialelement.agency\/us\/time-for-gen-alpha\/\"><span style=\"font-weight: 400;\">Gen Alpha<\/span><\/a><span style=\"font-weight: 400;\">. Today, we will talk about another consumer group that many brands make the mistake of forgetting, <\/span><a href=\"https:\/\/www.mumbrella.asia\/2018\/11\/why-are-millennial-obsessed-marketers-ignoring-women-over-50-when-they-spend-the-money\"><span style=\"font-weight: 400;\">women over 50 <\/span><\/a><span style=\"font-weight: 400;\">(also <\/span><span style=\"font-weight: 400;\">known as super consumers)<\/span><span style=\"font-weight: 400;\">. <\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">There is a reason why <\/span><a href=\"https:\/\/www.forbes.com\/sites\/njgoldston\/2018\/08\/21\/how-to-harness-the-untapped-spending-power-of-the-50-ish-super-consumer\/#74e58ac716db\"><span style=\"font-weight: 400;\">Forbes<\/span><\/a><span style=\"font-weight: 400;\"> calls this group \u201csuper consumers\u201d; at 40 million large (US stats), they have the biggest spending power over any other living generation. And with a longer life expectancy, they will wield their spending power for a much longer time. <\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">Here are some quick facts about this super consumer group:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They represent over $15 trillion dollars in purchasing power<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They are the largest demographic group with incomes over $100,000<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They control 95% of household purchasing decisions and 80% of luxury travel purchases<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">82% are willing to try new brands<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">44% have stated that they want to improve their looks<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">75% are willing to pay a little extra for both quality and convenience<\/span><\/li>\n<\/ul>\n<p>&nbsp;<br \/>\n<span style=\"font-weight: 400;\">A group of consumers ripe for targeting? Here is the kicker: just 5% of marketing activity is aimed at this group.<\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">To even begin to understand this huge targeting gap, we must look at some stereotypical myths which may in some way explain it. Firstly, women over 50 are considered extremely brand loyal and not easily swayed by marketing messages. Secondly, these women are also considered as not being very tech savvy or engaged in social media. <\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">Of course, these are huge misconceptions. <\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">Marketers need to understand these women. What do they want? What resonates with them? <\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">As supported by the statistics above, these women are committed to constantly improving their standard of living and, with high disposable income, they are likely to try new brands. <\/span><span style=\"font-weight: 400;\">They are also tech-savvy and can match any young millennial and her love of social media. It\u2019s long been publicized that Facebook\u2019s most growing demographic is the 50+ market. <\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">If marketers want to target this largely untapped market they must avoid these assumptions. They must present them with content that is relevant to their stage in life, reflects premium values and is mobile and social.<\/span><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">L&#8217;Oreal Paris did a great job with their recent \u2018golden squad\u2019 campaign (reminiscent of the Taylor Swift squad, circa 2016). They included a bevy of Hollywood superstars with a message challenging the perceptions of aging. Traditional media and pop culture are also taking notice, for example with the critical success of shows like <\/span><i><span style=\"font-weight: 400;\">Grace and Frankie <\/span><\/i><span style=\"font-weight: 400;\">(but we\u2019re still waiting for a <\/span><i><span style=\"font-weight: 400;\">Golden Girls<\/span><\/i><span style=\"font-weight: 400;\"> reboot). <\/span><br \/>\n&nbsp;<br \/>\n<i><span style=\"font-weight: 400;\">\u201cMarketers have an opportunity to realize the huge upside by creating smartly targeted, highly personalized messages that tap into the unique passions of an extremely influential group with the ability to move products, markets and society.\u201d <\/span><\/i><br \/>\n<i><span style=\"font-weight: 400;\">&#8211;\u00a0<\/span><\/i><i><a href=\"https:\/\/www.adweek.com\/brand-marketing\/women-over-50-are-often-disregarded-by-marketers-heres-why-that-needs-to-end-now\/\"><span style=\"font-weight: 400;\">Patricia Lippe Davis<\/span><\/a><\/i><br \/>\n&nbsp;<br \/>\n<span style=\"font-weight: 400;\">This demographic is smart, experienced and confident. They want to feel like they are respected and well represented. Brands\u2019 marketing messages need to reflect that. Women over 50 tend to like to give and seek advice, which means that working on building advocacy could also have a halo effect. Any marketer with a product or service that might appeal to this market needs to rethink the focus of their spend and messaging on ensure they don\u2019t miss the opportunity to engage this powerful demographic. \u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week we covered a consumer group so young that most of its members are not even born yet, Gen Alpha. Today, we will talk about another consumer group that many brands make the mistake of forgetting, women over 50 (also known as super consumers). &nbsp; There is a reason why Forbes calls this group&hellip;<\/p>\n","protected":false},"author":57,"featured_media":5180,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[2],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The super consumers most Marketers are overlooking - The Social Element USA<\/title>\n<meta name=\"description\" content=\"A consumer group with $15 trillion in spending power, controls 95% of all household purchasing decisions and a willingness to try new things. They are the super consumers, women over 50. Why are marketers not tapping into this market?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The super consumers most Marketers are overlooking - The Social Element USA\" \/>\n<meta property=\"og:description\" content=\"A consumer group with $15 trillion in spending power, controls 95% of all household purchasing decisions and a willingness to try new things. They are the super consumers, women over 50. Why are marketers not tapping into this market?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking\" \/>\n<meta property=\"og:site_name\" content=\"The Social Element USA\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-15T16:11:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking\",\"url\":\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking\",\"name\":\"The super consumers most Marketers are overlooking - The Social Element USA\",\"isPartOf\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#primaryimage\"},\"image\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg\",\"datePublished\":\"2018-11-15T16:11:06+00:00\",\"dateModified\":\"2018-11-15T16:11:06+00:00\",\"author\":{\"@id\":\"\"},\"description\":\"A consumer group with $15 trillion in spending power, controls 95% of all household purchasing decisions and a willingness to try new things. They are the super consumers, women over 50. Why are marketers not tapping into this market?\",\"breadcrumb\":{\"@id\":\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#primaryimage\",\"url\":\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg\",\"contentUrl\":\"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg\",\"width\":640,\"height\":450,\"caption\":\"super consumers\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/thesocialelement.agency\/us\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The super consumers most Marketers are overlooking\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/thesocialelement.agency\/us\/#website\",\"url\":\"https:\/\/thesocialelement.agency\/us\/\",\"name\":\"The Social Element USA\",\"description\":\"Be amazing on social.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/thesocialelement.agency\/us\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"\",\"url\":\"https:\/\/thesocialelement.agency\/us\/author\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The super consumers most Marketers are overlooking - The Social Element USA","description":"A consumer group with $15 trillion in spending power, controls 95% of all household purchasing decisions and a willingness to try new things. They are the super consumers, women over 50. Why are marketers not tapping into this market?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking","og_locale":"en_US","og_type":"article","og_title":"The super consumers most Marketers are overlooking - The Social Element USA","og_description":"A consumer group with $15 trillion in spending power, controls 95% of all household purchasing decisions and a willingness to try new things. They are the super consumers, women over 50. Why are marketers not tapping into this market?","og_url":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking","og_site_name":"The Social Element USA","article_published_time":"2018-11-15T16:11:06+00:00","og_image":[{"width":640,"height":450,"url":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking","url":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking","name":"The super consumers most Marketers are overlooking - The Social Element USA","isPartOf":{"@id":"https:\/\/thesocialelement.agency\/us\/#website"},"primaryImageOfPage":{"@id":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#primaryimage"},"image":{"@id":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#primaryimage"},"thumbnailUrl":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg","datePublished":"2018-11-15T16:11:06+00:00","dateModified":"2018-11-15T16:11:06+00:00","author":{"@id":""},"description":"A consumer group with $15 trillion in spending power, controls 95% of all household purchasing decisions and a willingness to try new things. They are the super consumers, women over 50. Why are marketers not tapping into this market?","breadcrumb":{"@id":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#primaryimage","url":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg","contentUrl":"https:\/\/thesocialelement.agency\/us\/wp-content\/uploads\/sites\/2\/2018\/11\/super-consumers.jpeg","width":640,"height":450,"caption":"super consumers"},{"@type":"BreadcrumbList","@id":"https:\/\/thesocialelement.agency\/us\/uper-consumers-most-marketers-are-overlooking#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/thesocialelement.agency\/us\/"},{"@type":"ListItem","position":2,"name":"The super consumers most Marketers are overlooking"}]},{"@type":"WebSite","@id":"https:\/\/thesocialelement.agency\/us\/#website","url":"https:\/\/thesocialelement.agency\/us\/","name":"The Social Element USA","description":"Be amazing on social.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/thesocialelement.agency\/us\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"","url":"https:\/\/thesocialelement.agency\/us\/author"}]}},"_links":{"self":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/posts\/5179"}],"collection":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/users\/57"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/comments?post=5179"}],"version-history":[{"count":0,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/posts\/5179\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/media\/5180"}],"wp:attachment":[{"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/media?parent=5179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/categories?post=5179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocialelement.agency\/us\/wp-json\/wp\/v2\/tags?post=5179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}