Welcome to Grace Creative. We're an integrated advertising, branding and creative content agency that deeply understands the most empowered target market in history - women over 50. We speak their language and understand their code. Emotional resonance. Authenticity. Life experience. It's not enough to hear what this target is saying, the real edge is in listening for what they hesitate to say.
Of course, we haven't always been this way. Grace is the collective result of our expertise, passions, gut instincts and decades in big-agency advertising. It’s also the product of unmentionable years as mothers, daughters, listeners and key influencers. We know what makes women feel valued. We know where to find them, how to talk to them and what gets them going.
We understand the wrinkles of this generation and we’ll show you how to make the most of them.
91% of women ages 51-69 say advertisers just don't get them. Yet this group controls over half of the discretionary income in America and makes 85% of the buying decisions in their households. And we're not just spending on ourselves. We're spending on our children, grandchildren and, often, our parents. In other words, we control the purse strings across multiple generations. For us, money, knowledge and time have converged to create the most empowered target market in history.
Our money talks, but only if you know how to speak our language.
Real life reflections on life's wrinkles from smart, seasoned women. Plus reviews, tips and other things that make us laugh, cry or burn.
Facebook is the platform of choice for women 55+, an audience that has increased by 46% in the last three years.
It makes sense. Long before social media, women were sharing – at the dog park, in book clubs and waiting in line. So it’s no surprise that when it comes to shopping, 82% of female Boomers are sharing their retail experiences on Facebook, Instagram and Twitter – rivaling 83% of female Millennials.
Yet understanding what resonates with Boomer vs. Millennial women is as critical as knowing how to write in longhand vs. acronyms lol.
And, btw, just because we’re older, doesn’t mean we think of ourselves as old. Which is why our social campaign for clients such as Golden Door Skin Care consistently reflects values in line with our life stage – an enlightened, simple approach to beauty, a respect for nature, and desire to purchase with purpose – without a single mention of age. Because calling out anti-aging is the kind of thing that really makes us feel old.
The Human Again Campaign - Photographed by Annie Leibovitz
Two icons come together in our fresh new advertising campaign that transcends the destination spa category: Golden Door, the iconic luxury retreat long favored by old and new Hollywood, and Annie Leibovitz, the iconic photographer of our times and designated Living Legend.
Each ad in our “Human Again” campaign for Golden Door features well-known guests who tell first-person stories of profound personal transformation sparked by their experiences at the luxury retreat. While Golden Door has always elevated the concept of retreat to a higher level, the message here is that no matter who you are, the greatest luxury of all is becoming human again.
And 85% of those travel decisions are made by women. If you’re thinking luxurious accommodations, gourmet food, fine wine and personalized service you would be missing something crucial. For us, luxury means rich experiences that offer the opportunity to take home new perspectives, a sense of connection and personal growth — as well as the accommodations, food and service.
In other words, it’s about the journey not just the destination.
According to the U.S. Census Bureau, 67% of women and 72% of men over age 50 are overweight or obese. Fun fact: while 59% percent of these women recognize they are overweight, only 48% of these men admit they have a weight problem.
Which points to women as the driving force behind the rapid growth in gym memberships among people 55+.*
Just as our view of life is now more holistic, so is our approach to health and well-being. For us, it is not so much about losing weight as it is about regaining self-esteem, strength and energy through a balance of exercise, meditation, yoga, healthy eating and natural food and beauty products. Oh, and a desire to feel young forever.
*IBIS World report
Brand loyalty among women in their 50s is up for grabs (and there are over 10 million of us) because we are no longer using the products we favored in our 30s and 40s. There’s a simple but powerful reason: our skin is dramatically different after 50. And just as our skin care needs have changed, so have our reasons for choosing a skin care product or brand.
Research bears this out, revealing key drivers for women 50+ as: “protecting the skin from damage” (24%) “looking healthy” (20%) and “addressing specific conditions” (18%). Only 19% said they buy products to make them look younger.*
In other words, skin care is about looking your best, not necessarily looking like a babe.
Despite our generation’s reputation for self-involvement, nearly 87% of Baby Boomers make charitable donations regularly.* More of us give more money than either Gen Xers or Millennials. And women give almost twice as much, and to more causes, than men.** But we don’t just open our wallets, we open our hearts and schedules to volunteer, using our skills and experience to help solve issues that hit close to our emotional home.
In Grace Creative's case, it was developing a new brand identity and website for The People Concern – the newly formed merger of Los Angeles' two largest social services agencies serving the homeless.
With Baby Boomers in their 50s and 60s now the fastest growing segment of the country’s homeless population, The People Concern project was one that went straight to our heart.
*Women Give 2012, Women's Philanthropy Institute **NYTimes 2016 "Old and on the Street"
It’s not just a matter of age. In a sample survey,* fewer than 1 in 4 of all adult women would opt for sex over a great dinner. And an even higher percentage of Gen Xers and Millennials ranked #foodgasms on par with the old-fashioned kind (49% and 54% respectively).
This is significant because while Millennials may appear to be behind the megatrend toward feel-good, better-for-you foods, the demographic that is driving growth in the organic, locally sourced, clean-eating movement is the one that is trying to stay young now and has the money to make it happen.
For us, farmers market fruits and vegetables, artisanal cheese, meats and wines are as much about health as they are about hedonism. About using food as medicine as much as savoring every bite to live our best life for as long as possible.
And that’s a total turn-on.
*2016 Havas Worldwide/ Market Probe International Eaters Digest
We’re not just talking about college.* One in 10 children in the U.S. attend private K-12 schools. Average cost: $13.5K a year in the South to as much as $30K a year in the West and Northeast -- just for elementary school.** So whether as parents or grandparents, Baby Boomers are an important audience at all levels.
Even more, 53% of grandparents in a 2014 survey said they were saving or planning to save for their grandchildren’s college education.***
And just as moms are the key audience for private school admission campaigns, Baby Boomer women are sought after as prospective donors thanks to our unprecedented earned and inherited wealth and economic power.
Now that's highly educated.
*May 21, 2017 abcnews.go.com **2014 National Association of Independent Schools (NAIS)Study ***2014 Fidelity Grandparents and College Savings Study
Yet less than 5% of advertising is geared toward our demographic.* In fact, most retailers have floundered in their bid to attract women who don't want to dress like either their mothers or their daughters.
Dressing "our age” is about clothing that reflects the age we are inside our heads while still flattering our maturing outsides. We don’t want to look young. But we do want to look youthful. Our desire for style, great quality and individualism is strong.
And we’re willing to spend more to get it. Which is why, according to a 2017 study**, Baby Boomers not only shop more frequently, they outspend both Gen Xers and Millennials online.
Time for Forever 41?
*Nielsen Report 2012 "Introducing boomers-marketings most valuable generation **eshopworld "Baby boomers spend more online"
Grandparents in America are the youngest they have ever been. The average first-time grandparent is age 47. * Which means Boomers now make up a majority of the Nanas and the Papas. College educated, still working in many cases, and leading active lives, we have the income and energy to spend on the ones we love.
We may have been helicopters as parents, but as grandparents we’re more like drones - fun, mobile, offering the 400-foot parenting perspective, and even before Amazon, able to swoop in and drop off goodies on demand.
*AARP **May 21 ABCnews.go.com