"Empty nester women aren't looking for validation; they are looking for acknowledgement. They don't need brands to fix them. They need brands to fix the systems that were built with men, couples, and younger adults in mind."
"Smart brands will stop charging women, particularly single empty nester women, a tax just to participate and will start actively removing the barriers to entry."
"The travel industry: 78% of North American women 50+ cite the 'single supplement' as a barrier to traveling. Given that an estimated 84% of solo travelers are women, the double-occupancy standard isn't just a turnoff, it's an insult."
There are approximately 35 million empty nester women in the U.S., many of whom are single and eager to engage in new activities. Marketers have historically overlooked this demographic, focusing instead on profit margins. The opportunity lies in acknowledging the systemic barriers these women face and creating products and services tailored to their needs. For instance, the travel industry often imposes a 'single supplement' fee, which deters solo female travelers. Brands that address these issues can tap into a significant market potential.
Read at Fast Company
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