Empty nester women: The new targeting market?

There’s a tremendous, ageless opportunity hiding in plain sight, but marketers need to look through a different lens to see it. Right now, there are some 35 million U.S. empty nester women, as I calculate it, and a growing percentage of them are single. They aren’t retreating into rest and relaxation; they are stepping out to exult in activities they finally have the time, money, and motivation to pursue.  Historically, marketers have largely overlooked this demographic. Or, if they address this market, it’s only for margin and share growth. That’s the wrong framework. The real opportunity isn’t just about capturing their spending power, it’s about recognizing a profound market failure and taking the opportunity to right it by improving women’s lives. It’s time to talk about how we earn a share of life instead of a share of wallet.  As Nina Rossello, our SVP of strategy at A&G put it, “Ginger Rogers famously noted that as women, we do the same dance, but we do it ba