Marti Barletta, one of the world’s leading experts on marketing to women, says targeting boomer women is the fastest track to business success. 

She is the author of “Prime Time Women: How to Win the Hearts, Minds and Business of Boomer Big Spenders.” She says despite the enormous spending power of Americans over 50, it’s taking a long time for advertisers to stop chasing the young adult market. 

She also talked to Growing Bolder about the struggles to appeal to market to boomer women, particularly the recent closings of Gap’s new Forth and Towne stores, which were aimed at women over 35.