Blooming Boomer Blogosphere
I’ve had an amazing time working with AARP and getting to know the incredible women who are reshaping the blogosphere. In a recent piece for the Harvard Business Review I explore the word beyond mommybloggers:
“We buy stuff too.” That’s the rallying cry I’ve heard from widely read female bloggers over age 49, who are frustrated that a well-established cadre of younger women with young children — known as “mommybloggers” — garner extensive promotional contracts with major brand advertisers, while Boomer-aged women online are often ignored.
What marketers seem to be missing is that Boomer women are actually outspending younger generations online — and not on the products that might come to mind when you picture the 50+ set. Boomers averaged $650 spent online vs. Gen X at $581 and Gen Y at $429, according to Forrester Research. They are buying beauty products, electronics, experiences, vacations, and health products.
To make sense of the confluence of disposable income and increasing online time among this generation and what it means for marketers, I’ve drawn on my own experience and the rise of the mommyblogger.