Released on = April 16, 2007, 9:39 pm

Press Release Author = Bharat Book Bureau

Industry = Marketing

Press Release Summary = Executive Summary

Ironically, the generation that first created the teenager as a social concept is
now in its 50s and 60s and the first generation of so-called \'rock chicks\' and the
first 1960s supermodels, including Jean Shrimpton and Twiggy, are all at or close to
state retirement age.


Press Release Body =
Women Over 45 - Market Assessment

Executive Summary

Ironically, the generation that first created the teenager as a social concept is
now in its 50s and 60s and the first generation of so-called \'rock chicks\' and the
first 1960s supermodels, including Jean Shrimpton and Twiggy, are all at or close to
state retirement age. Furthermore, Madonna, at age 45, and Blondie\'s Debbie Harry
have also now entered the scope of this report. However, when most marketers think
of older women they do not see glamorous social rebels, they see frumpy middle-aged
women or little old ladies.

It is this `baby boom\' generation, the first to kick against the social mores laid
down by their parents and grandparents, that is refusing to age in the same way as
the generation that went before them. This generation is embracing age-defying
treatments such as hormone replacement therapy (HRT) and cosmetic procedures that
help them both feel and look younger.

Refusing to \'grow old gracefully\', today\'s older woman is helping to fuel the growth
in the cosmetics, diet and exercise markets. However, it is also this generation
which left behind the legacy of youth worship seen today in the volumes of products
and services aimed primarily at 16 to 35 year-olds, the advertising campaigns which
demand ever-younger models and the rejection of women over the age of 45 as
attractive or even employable by companies with agendas that insist on recruitment
of the youngest and the brightest.

However, it is not all doom and gloom for the older woman. Those who have not yet
reached pensionable age are more likely than their mothers and grandmothers to
belong to some kind of pension scheme and are less likely to live in the same kind
of poverty as many of today\'s older pensioners.

Key Note expects that there will be a rise in the pensions market driven by an
increasing emphasis by the Government on the need to provide for one\'s retirement,
as well as by the Government\'s planned rise in the state pension age for women.
However, much work is needed to overturn the negative impact that the fall in the
stock market in the early 2000s had on the pensions industry and to restore consumer
confidence.

The younger end of the 45 to 70-plus age spectrum has more technical know-how than
the older end and this technical proficiency will help them stay connected with the
world around them and with their friends and families. Much of the isolation felt by
women in their 70s and 80s today is as a result of their missing out on the
technical revolution. It is only within the past 20 years that PCs have replaced
electronic typewriters, and only within the past decade or so that e-mail has become
available to anyone with an Internet connection, and the wireless revolution is
still pushing boundaries of voice and picture communications.

This Key Note Market Assessment report of women over the age of 45 follows on from
that published in 2000 and discusses the older woman in a broader social and global
context.


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