This week KatherinesCorner.com, a popular site that gives bloggers an opportunity to network with one another, asked me to share why I started 1010ParkPlace, a site with compelling, original content for women over 45. To answer that, you need some background about me.
From 2009-2012, I had the Top Breast Cancer Blog and my site, BreastCancerSisterhood.com, was the only survivorship resource for breast cancer families. For the most part, breast cancer is a disease of aging, so I was already talking to women over 45 about serious things like life and death and husbands who abandon us after our diagnosis. Because I was well-known in the breast cancer community, I spoke at lots of women’s conferences. As a result, Yahoo invited me to speak at Internet Week to an invitation only, Fortune 100 audience, about a study they did on women over 45. When the event was over, I had an ah-ha moment about all of the things Yahoo’s study didn’t address, as well as things women over 45 were missing.
We’re the wealthiest, best-educated, yet most underserved demographic in history. That’s crazy! That night, in my hotel room, I wrote the business plan for 1010ParkPlace.
I meet and am awestruck by the most amazing, resilient women on the planet. I’m also dumbfounded when 20 to 30-something advertising account people—whose brands are a perfect fit for 45+ women—tell me our age group is no longer relevant. However, every day, more brands are realizing women over 45 are the new customer majority; the financial “whales.” We spend more far money than all the Millennial women put together!
For those brands—and their ad agencies—who confuse us with our grandmothers, here’s a short tutorial:
- There 71% more women over 45 than there are women between 20 to 39.
- There are 74 Million women over 45 in the U.S. alone.
- We spend $47 Billion a year on fashion and accessories.
- We’re the fastest growing demographic on social media.
- 76% of us purchase clothes, shoes, travel and entertainment online.
- We’re inheriting $40 Trillion from parents & husbands, not to mention what we’ve earned on our own.
Women over 45 are looking for our tribe, online, and we want great brands that have taken the time to discover our needs and wants and that care about more than just our wallets. If one brand in ten thought as much about us, as they did about the Kendall Jenner wanna’ be’s, their bottom lines would skyrocket.
We’re daring, creative, independent woman who’ve found our voice and know what we want at this stage of our lives. We also have the money to make it happen. In my opinion, that’s pretty relevant! Ladies, what do you think?
PS: Incase you’re interested, here are some of the other women over 45 featured this week at Katherine’s Corner.