April 28th, 2008

Women in their 30s

“She’s married, well-educated, trendy and environmentally conscientious.  She works full time, is likely sleep deprived and feels that time is her most precious commodity.  Meet today’s 30-something woman.”  – Advertising Age.  The article goes on to say that women in their 30s don’t fit as easily into marketing buckets a baby boomers or male 18-35:

“Sure, they get profiled as mothers or career women, as health statistics or dating singles, but not often just as women of a 30ish age.”

Key findings from a Marie Claire survey reported in the article:

  • More than half named environmental issues such as global warming and pollution as concerns.
  • The relative youth of the 30-something woman allows her to be more casual about health issues, but that doesn’t mean they’re not on her mind.  Balance the health push with the realistic acknowledgment of everyday life and slip-ups for a more empathetic brand image.
  • Today’s career woman doesn’t leave her business acumen at her desk.  She researches and shops products before spending any money.
  • They are most concerned with their family and their own emotional health–in that order.

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