How Advisors Can Connect With Female Boomers, Gen Xers and Millennials
July 1, 2020 by Ginger Szala
When targeting female investors, advisors should understand how each age group — baby boomers, Gen Xers and millennials — differ from each other in interests and needs and tailor their marketing accordingly, said Lori Hubbard, regional director of MFS, who spoke at the Commonwealth Summit for Women Advisors on Tuesday discussing why 50% of the population is not a niche.
The landscape has changed dramatically since the 1950s when women were expected to be homemakers. Today, 44% of women are primary breadwinners, 50% are in a managerial job or professional occupation, and women now control $72 trillion globally, a number that has doubled since 2010, Hubbard said in her Zoom presentation during the virtual conference.
What are the key differences that advisors need to understand?
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