Mature Market Experts Stat of The Day: Red Hat Society vs. Blue Thong Society

Want proof that the mature market demographic segments can be as divided as night and day? Then look no further than the Red Hat Society vs. the Blue Thong Society. The Red Hat Society established in 1998 has over 1.5 million members, while the relatively new Blue Thong Society (2005) now has over 6,000 members in 400 chapters. What’s the difference between the groups? The mottos give you a hint:

The Red Hats live by, “When I am an old woman I shall wear purple with a red hat that doesn’t go and doesn’t suit me.”

The Blue Thongs go by, “We will never give in or stop fighting for what we believe in, and above all, we will Fight Frump Forever, and one way to do that is to never stop wearing hip-huggers and Bell Bottoms.”

Both groups represent an interesting look into the mature woman’s mindset. As I have always said, sell by understanding STAGE not AGE.



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