Marketing to Mums - the Podcast
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Marketing to Women Over 50
In this episode Dr Alison Bryant shares recently released research which dispels commonly held beliefs around marketing to women aged 50 years+. These insights paint a picture of these women being a powerful and influential target audience which is currently being grossly misrepresented. Alison shares critical insights from AARP’s Disrupt Aging project to help brands connect, engage and convert this growing and lucrative audience.
In this episode we explore:
Resources discussed in the show:
About The Guest
Dr.Alison Bryant leads the Research Center for AARP, integrating insights and ideas that help the organization, consumers, and external stakeholders understand,engage with, and innovate forthe 50+ consumer and their families. She is a renowned expert on the impact of media, technology, and play on consumers. Prior to AARP, she was the founder and co-CEO of PlayScience, a research and design firm that led innovation around branding, contentcreation and development for major global companies. Under her leadership, PlayScience partnered with dozens of marquee family brands, including Sesame Workshop, Disney, Girl Scouts, and many others. Alison was also Senior Director of Digital Research & Strategy for the Nickelodeon/MTV Networks Kids & Family Group. Before joining Nickelodeon, she was an assistant professor of communication at Indiana University. She has three edited books -The Children’s Television Community, Television and the American Family (2nd Ed), and Service-Learning in the University Classroom and over 30 research articles and chapters. Alison earned her Ph.D. from the Annenberg School of Communication at the University of Southern California.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.