Or worse, actually have their product associated with such an unsexy subject.

But a lot of this reluctance about reaching out to a group who are the world’s healthiest, wealthiest and best educated women ever, is probably more about ignorance than anything else.

One of the main problems is that the image of a grandmother has changed radically in the past 20 years, so much that the stereotype of the aged, frail, white haired, pensioner that everyone loves, is more of a memory than a reality.

Let’s look at some examples: US Secretary of State, Hilary Clinton, probably one of the world’s most powerful women is on the cusp of grandmotherhood.

She is joined by Carole Middleton, the mother of Catherine,  Duchess of Cambridge, who stunned everyone with her poise when her daughter married the future king of England.

Our own Governor General Quentin Price is one of the most glamorous and hardworking grandmothers in Australia.
You probably have it wrong

When I  searched Google images on ‘grandmothers’ today, the stock photographs were typical of white haired ladies usually sitting passively reading to their grandchildren. No sign of the dynamic and sexy women I mentioned above.

So there is a long way to go, because as this group of boomer women expands they will also manage extraordinary amounts of money (that they love to spend). This is the wealth that they will receive from their ‘builder’ parents and their own spouses who are more likely to die before they do.

Time for a rethink marketing to grandmothers

In her blog: Marketing to Women Online, Holly Buchanan cites a Vibrant Nation article based on  research from Rose Cameron from Euro RSCG. about marketing to grandmothers:

Is it surprising that Rose herself explained that it was almost impossible to find an ad that featured grandparents? If they did, the grandparents looked like senile or passive seniors, not the active 50-somethings they are.

Finally, for those of you who love the stats, one of the most compelling reasons to market to grandmothers comes from the tremendous influence on their children as well as grandchildren. 

According to Rose Cameron:

• 48% of all US grandparents today are Boomers, and they are highly involved in the lives of the children of their Millennial children.
• 55% see those grandchildren more than once a week.
• 74% are deeply involved in raising grandchildren.
•  62% spend significantly on these extended family members.

Try this exercise: talk a walk around the office or the block and try to identify the grandmothers, then have a chat to them about how they spend their money.

You may just come up with that killer strategy for  2012.

This week one of Australia’s leading financial institutions, Macquarie Bank has confirmed that 74% of Australian women control the household budget, with men trailing at 69%.

This is a mantra that I have been humming for several years now, as research from the US based Boston Consulting Group has revealed similar numbers. But despite this evidence, many Australian companies are ignoring these facts and continue to rely on advertising and marketing campaigns that are created by men for men.

These are the businesses who have boards and senior management made up solely of men and who actively nurture a monoculture. They are also the companies which are frantically watching their cashflows dry up as women desert their businesses and seek those which understand and meet their needs.

Macquarie’s research also states that where men and women share financial decision-making, it is far more common for women to be managing the budget, checking the bank balance and putting spare funds into savings – which suggests women take more responsibility for the day-to-day financial management.

‘Mood, Life & Money – Macquarie Insights’ is a comprehensive research study and investigation into Australians’ life and financial decision-making, as well as general mood and reasons for it. The study was conducted in September 2011 and involved a large-scale qualitative research program of 12 group discussions across the nation prior to a detailed online survey of 1,600 respondents.

Macquarie also found that three quarters of Australians rely on their spheres of influence (family and/or friends/colleagues etc) for initial discussions – compared to a low 45% who discuss life decisions with experts (including financial advisers, lawyers, accountants or other experts).

Translate this to the average female’s circle of influence of around 15 female friends, then you have an ever widening group that is just not listening to the male focused messages.

For any executive who wants to create a viable business based on present realities, this study should be vital reading.

While Australian retailers of premium technology products, once considered ‘luxury’,  drive their prices and labels downmarket, high-end brands which have protected their prestigious auras remain virtually unscathed by the severe retail downturn.

Now these brands, including Louis Vuitton are about to eat further into the profits of CE retailers with aspirational stores and personalised service (that women love) right in the heart of Sydney.

This week the French fashion house opened its latest store on George St, Sydney. It is positioned on the corner opposite the Apple store which is also a magnet for women, and is quickly becoming a city landmark .

Louis Vuitton understands that there is a growing demographic of elite Australian women who not only aspire to luxury products, but have the financial smarts to afford it on their terms. And they will flock to stores which have this on offer.

Louis Vuitton is not the first aspirational brand  to increase its investment in Sydney CBD retail real estate. Gucci is also preparing to open a megastore in Sydney’s Westfield with an extravagent party next week and Chanel and Prada are also opening new luxury stores.

2012 will also see the launch of Christian Dior’s first standalone Australian store, which will open on the former Louis Vuitton boutique site on the corner of Castlereagh St.

Badged ‘Louis Vuitton George Street Maison’, the new store is believed to have cost almost $10 million. It features three-storeys of women’s and men’s fashion as well as personalised services. Cate Blanchett is rumoured to be attending an exclusive VIP event tonight to celebrate the launch.

Louis Vuitton Oceania CEO Philip Corne told the media this week that the new development had been a long time coming for the brand, which now has 10 stores in Australia.

“We wouldn’t commit to the investment until we found the right space that allowed us to present the brand as we should,” he said.

Now would be a great time for CE retailers to review their strategy to attracting women into their stores by studying how these luxury retailers create an environment which feels inviting, safe and meets a woman’s need to make the world a better place.