Men, Today Marketing to Women is About Lifestages, Not Ages.

sheconomy_lifestagesTraditional demographics are dead. There’s no longer a group that is simply female 25-54, so marketers need to focus on a woman’s life stage, not her age. One 40-year old female may have a toddler and another may have a student in college. While they are the same age, their life stages are significantly different.

Because of this shift, customer service is the new sales and women’s purchase patterns have evolved to a relational role. To accommodate their audiences, marketers need to develop daily relationships with today’s woman, a person who is dramatically different than she was even a year ago.

So, first, you must get to know her:

  • A Lifetime network survey reveals 83 percent of women say they’re busier today than they were a year ago.
  • Despite stress and being overly busy, women still do not want to give anything up.
  • Women do still want little luxuries. Comfort is in. The thrill is in the hunt. Green is good.
  • Single women are still spending in recession, while married women are cutting back.
  • Family values and frugal are the new urban chic.
  • Practicality is up. As a matter of fact, it has become a badge of honor for women.
  • Word of mouth is SO important, especially from trusted communities of friends.
  • Authenticity and transparency are key.

Information compiled from several speakers at the 2009 Marketing To Women Conference—Chicago


Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

9 Responses to “Men, Today Marketing to Women is About Lifestages, Not Ages.”

  1. […] trying to hit an ever-moving target. But the companies who ready themselves by knowing who the female consumer of today is, believing she is reacting differently than men, understanding her,  knowing how to connect […]

  2. This is actually true for both genders. I’m 49 and my youngest is my 21 year old step daughter.

    Next oldest is my 23 year old daughter who’s been married 2 years.

    I have older co-workers (53) who have 7 & 8 year olds at home.

    The lines are not, and never have been easily drawn.

  3. […] trusting relationship, in this rapidly changing market? Then make an effort to know who the female consumer of today is, believe she reacts differently than men, understand her,  and know how to connect with her on […]

  4. Great thoughts!

  5. This is so true. I am a 42 year old single, no kids, business owner and I have women in my networking groups who are my age with young kids and some have kids in college.

    The points you make are bang one. The only other thing I would add is women want to develop a connection or relationship before making a major purchase. They want to know, like and trust you.

    Thanks for the great articles….keep it up!

    Home For Her

  6. […] enough. You must understand WHO she is to connect with her effectively. You must think in terms of lifestages, not ages. You must listen to her. Engaging the single woman is completely different than engaging […]

  7. “The thrill is in the hunt.?” I thought men were the hunters? LOL… great post Stephanie. As a male of the species, I am always trying to “get to know her” and I dont just mean my wife!

  8. I truly appreciate this article. As a new business owner, I am always looking for new ways to connect with my customers. The points made were really informative.

    My question is this: I have transitioned from B2B to B2C. I sell natural personal care products to spas, resorts and hotels. How can I apply this information for my situation?


    Nubiä — ‘The Modern Naturalista’

  9. […] Demographics are dead. We can no longer look at them as by age but instead must consider their lifestage. The female is different than she was 10 years ago, they are different from each other and they change pending where they are in life. A 40-year old female might have a toddler at home, a child in college or may have never married or had children at all. What connects with the situation of the one with a toddler has little chance of speaking adequately with the needs of the other two. […]

%d bloggers like this: