The Link Agency Cautions Judicious Marketing Practices for Those Companies Targeting Financially Strapped Demographics Responsible for Two Generations

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Women over 55 More Likely Than Men to Worry They Will Have to Provide Financially Strapped Demographics Responsible for Two Generations

Tracy LeRoux, CEO The Link Agency

Marketers must be careful in selling to this woman’s demographic. Her needs are more pragmatic than emotional, and businesses need to be aware of this as they launch campaigns."

The question of what to do about aging parents is weighing heavily on the minds of women in the United States.

A study published in the September issue of More Magazine shows women across all age groups do not feel financially prepared to handle their own health emergencies.

So it should come as no surprise that 37 percent of women surveyed said they would contribute to their aging parents’ care, in comparison to 56 percent of their male counterparts.

Tracy LeRoux, CEO of The Link Agency, says this is a huge issue. “A large part of our Agency practice is focused on marketing to older people. We know women are having children well into their forties, and because of this they end up a sandwich generation making financial decisions based on both the needs of their children and their aging parents. Traditionally, caretaking of parents falls onto the woman’s shoulder in a family, but what is going to happen if the woman loses her job, if she’s lucky enough to have one?”

LeRoux said, "Marketers must be careful in selling to this woman’s demographic. Her needs are more pragmatic than emotional, and businesses need to be aware of this as they launch campaigns."

About The Link Agency:
The Link Agency, Inc., is a national advertising and marketing communications firm, located in Rhode Island and offering scalable marketing solutions to help businesses and non-profits grow.

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