VibrantNation.com Research Shows That Boomer Women Want Financial Service Firms to Recognize Them as Important Decision Makers

Online, October 20, 2010 (Newswire.com) - A recent financial services survey of Boomer Women conducted by VibrantNation.com, the leading online community for women 50+, together with Holly Buchanan, Marketing to Women Consultant, indicates a dramatic shift in the way Baby Boomer Women think about responsibility for their financial futures. Offering key insights to financial advisors targeting this influential and fast-growing demographic, Boomer Women want and expect financial service firms to recognize their independence and their importance as decision makers.

While almost half of Boomer Women respondents said they were raised to believe a man would take care of them financially, only 3% believe that now with a stunning 97% saying they have to take control of their own financial future. For these women, financial security means financial independence and not having to depend on others as they age. Not surprisingly, 78% of respondents didn't relate to current images in financial advertising, many of which show women depending on men.

At this point in time, however, key emotions that Boomer Women feel about their financial future include fear (52%) and uncertainty (39%). Only 10% expressed calm or security about their financial future.

"Financial service companies that want to help the Boomer Woman maintain her independence need to talk to her directly, not through surrogates like her husband, children or parents," said Stephen Reily, Founder and CEO of VibrantNation.com.

Added Holly Buchanan, "The language and images used in financial services marketing aren't connecting with Boomer Women. They prefer images of families (with no clear hierarchy) over images of couples. Terms like 'feeling financially secure' and 'having a comprehensive plan in place' scored higher than traditional marketing language like 'wealth management.'"

"This survey underscores the fact that this is a generation of women who want to have as much control over their lives as possible," said Carol Orsborn, Ph.D., Senior Strategist with VibrantNation.com. "Even those who allowed others to call the financial shots prior to the Recession have now taken the reins. Marketers who ignore this trend take the risk of alienating the very decision-makers they now most need to reach."

Reily and Orsborn are co-authors of Vibrant Nation: What Boomer Women 50 Plus Know, Think, Do and Buy, the definitive guide for marketers trying to reach this important demographic. For more information about this recent survey, please email [email protected].

About VibrantNation.com
VibrantNation.com is the leading online community devoted exclusively to the influential and fast-growing demographic of smart, successful women over 50. VibrantNation.com is the place where they can connect with other women at their lifestage and discuss the issues they are passionate about. http://community.vibrantnation.com.

About Holly Buchanan

Holly Buchanan is the owner of Buchanan Marketing, LLC, a consultancy focused on marketing and selling to women. She is the co-author of The Soccer Mom Myth - Today's Female Consumer: Who She Really Is, Why She Really Buys, and writes the blog Marketing to Women Online (http://marketingtowomenonline.typepad.com). She works with companies in the financial industry including Genworth Financial.

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