She’s more complex than you might think, according to Advertising Age. She is probably married, educated, environmentally conscious, works full time, sleep deprived and short on time. And that’s just the tip of the iceberg.
Marie Claire magazine surveyed 1,800 women ranging in age from 24 to 49 (with a concentration on those in their 30s) to determine what this person is really like. The result? Even though this demographic is time crunched, they are a smart value shopper. That might seem pretty cut and dry for a marketer, right? Not exactly. These women just don’t fit into one nice bucket. Here’s the top five priorities and issues that this demographic thinks about:
Society and politics. More than half are concerned about environmental issues, and 25% actively shop for and use eco-friendly products. For marketers, there is enormous opportunity to sell items that have eco-friendly packaging and recyclable plastics.
Health and wellness. Over 60% follow a healthy diet and lead an active lifestyle. It is important for them to set a good example for those around them. Half also make it a point to constantly learn about health and fitness news. For marketers, this means acknowledgement of the target’s health concerns without dropping the “let’s get serious” gavel — after all, we’re talking 30-somethings here. Even though there are best intentions, perfection is not necessary.
Career and finances. Fulfillment is extraordinarily important to this group. Over 75% want work that they find enjoyable; over two-thirds are looking to achieve career success and personal goals. A whopping 78% are planning for retirement and personal finance goals. 60% said that having a shortage of money is more challenging than not having enough time (noted by 30%). For marketers, this means knowing that the target is going to do a great deal of research prior to purchasing. This goes for you and your competitors. Don’t waste her time — give her what she needs and wants up front.
Family and emotional health. 85% believe that having time to recharge is very important. Finding that time to recharge can be elusive — 61% stated that the biggest challenge is to actually find the time to recharge. For marketers, this means providing your target with time saving measures. Again, give her what she wants up front.
Fashion and Beauty. Expect strong opinions in this category, right? Surprisingly, no. Only 36% stated that they enjoy learning about makeup and beauty trends. 31% like to keep up with the latest styles. Only 13% follow what celebrities are wearing. Where are they buying their products? Almost 60% are purchasing clothing and accessories on the Internet. For in-person purchases, department stores, specialty boutiques and discount department stores are getting their business. For marketers, this means knowing that your target likes to mix things up — inexpensive with expensive, high end brands at lower priced stores. One thing that trumps all: authenticity of the product.
And that is the multi-bucket profile of today’s 30-something woman.
Tags: advertising age, demographics, marie claire, marketing to females, psychographics, Trends
