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Educational Travel: Connecting Vibrant Boomer Women
- 1. Educational Travel: Connecting Vibrant Boomer Women Carol Orsborn, Ph.D., Senior Strategist VibrantNation.com [email_address]
- 7. segmentation of the vibrant woman consumer market
- 8. the self-interested spender
- 11. the simplicity seeker
- 14. value endorsers “ I only make travel decisions based on what’s good for the environment and the world”
- 17. segments according to maslow value endorser: simplicity seeker: self-interested spender: experiential indulgers: other pleasers: actualized evolving the norm progressing least developed
- 18. learn & contribute I’d like to organize a VN group cruise. Anyone interested? We'll take a poll - where you would like to go and when? I think it would be great to have a group of women 50+ get together. -babbsy Can anyone organize this? I am a single traveler and would love to have some company. I have no problem with destination, will go anywhere. -miami to babbsy
- 19. desire to learn We're planning on going to Cuba this Christmas holidays, any tips, suggestions, places to avoid, I was trying to search cheaptickets.com, but Varadero Cuba is not a recognized place, any tips? -homestaymom I still believe that encounters with tourists helps the Cubans more than it hurts them. I am taking 32 people to Havana in Feb. and all of them will bring supplies...and good will. -Fela to homestaymom
- 20. defying stereotypes If you could travel anywhere and money were no object, where in the world would you go? I would love to go to Barcelona. My grandparents were Spanish and I've always wanted to see where my family is from and explore the culture. -Jillzy I have 2 places I would like to revisit again and again Lhasa, Tibet and Cairo, Egypt. I would just soak up the energy, love, and kindness of the people. Oh and of course EAT and EAT! -CeeJe’ to Jillzy
Editor's Notes
- 50+ population will double in the next 35 years Over next seven years, 80 percent growth of adults 60-70 while adults <40 increase 0% Cite Marti Barletta as a source? This is data taken from previous slide (deleted) This includes --$79 billion on home improvements --65% of new car purchases --74% of prescription drugs --92% of all packaged good purchases --81% of food --66% of computer purchases
- Five categories: Close to half are in the first segment: Self-interested Spenders; the other segments are, in descending order, Simplicity Seekers, Values Endorsers, Experiential Indulgers and Other pleasers
- “ Does this brand/product/service meet my specific needs?” Entitled: Boomers have worked hard and think of high quality travel not as a perk but as an entitlement. They expect to be pampered and know how many threads in the sheet count… A change from earlier life stages, in which pleasing others, ignoring their own needs and being loyal took precedence. In the words of one respondent: “I decided to buy what interested me—totally and irrevocably—and to write off all of those companies that weren’t interested in seeking me as a consumer. Another writes “I started seeking brands that were interested in celebrating women in my age group and not going after the younger generations.”
- This ad is okay – the key “message to avoid” is an ad that implies that the woman should follow others’ opinions or ideas rather than that she can rely on herself.
- “ Give me the most practical solution so that I can focus on what really matters to me” Want to have access to a real person who will listen, who is informed and who will encourage them without being pushy. Would prefer to pick from pre-selected offering tailored to them, i.e. 3 or 4 options with clear rationales rather than 100 they have to sort through for themselves
- Look for more of a luxury/indulgence ad – luxury car/fur ad?
- A change from earlier life stages, in which pleasing others, ignoring their own needs and being loyal took precedence. In the words of one respondent: “I decided to buy what interested me—totally and irrevocably—and to write off all of those companies that weren’t interested in seeking me as a consumer. Another writes “I started seeking brands that were interested in celebrating women in my age group and not going after the younger generations.”
- i.e. Click for meaning: Arzu Rugs. Super Bowl ad: Pedigree pet adoption pitch got high marks. Toms Shoes? See www.tomsshoes.com Grab screen shot from website?
- Allows us to predict the future, as the bottom of the pyramid has already fallen off the map—there is now a new bottom, like the pig moving through the python…