VIDEO: New Boom Market: Older Boomer Women

Interview With 'Prime Time Women' Author Marti Barletta

by Hoag Levins

Published: July 30, 2007

Watch the eight-minute interview with author Marti Barletta. | ALSO: Comment on this article in the 'Your Opinion' box below.

Videography: Steve Raddock

NEW YORK (AdAge.com) -- Long ignored by the marketing industry, 50- to 70-year-old women are about to become the richest demographic in U.S. history, according to Marti Barletta in her new book, "Prime Time Women." In this interview, the CEO of Chicago's TrendSight Group and author of the 2002 book "Marketing to Women," says that over the next 10 years the boomer generation's leading female edge will transform the American market in nearly every consumer product category. Despite this, she scoffs, the advertising business continues to operate on outdated research as it exclusively focuses on much younger audiences.