My wife is now one!
Women control most of the corporate and small business spending decisions in the U.S. Women hold 50% of managerial and professional positions. Among them, women ages 50 to 70, whom I call "PrimeTime Women," are in the most senior positions with the most spending authority.
Among women business owners—who have been starting 70% of all small businesses for the last couple of decades—a significant number have exited big corporate jobs to bring their considerable business experience to their own table.
I call them "PrimeTime Women" for two reasons: they are in the prime of their lives; and they are the prime target opportunity for marketers in almost every category. They handle 80% to 85% of the spending decisions for households (and a significant amount in businesses) and are in the peak years of their income, wealth and spending power. PrimeTime Women are different than men and, most importantly, than younger women.
Whether you're targeting these women business owners or merely talking one-on-one, there are must-haves to keep in mind:
PrimeTime Women are the healthiest, wealthiest, most active, educated and influential generation of women in history. Your business can't afford to ignore them. Are you ready for prime time?
Marti Barletta is CEO and founder of TrendSight Group, Winnetka, Ill., and author of "Marketing to Women" and "PrimeTime Women." She can be reached at firstname.lastname@example.org.