"We are in between the young people everyone wants and the generation most people have written off," was how one 50-something woman characterized women in her life stage.  "Marketers don't know what to do with us. It's like we're in a dead zone." 

From clothing to computers to financial services to cosmetics, these women echoed concerns shared by others in a similar life stage.  They have the time, the money, the interest and the desire to understand which products are best and to get the most out of them but no one is investing in them.  So, they rely on each other for product advice and usage tips.

"I love Trish McEvoy products and can't imagine changing, "said one woman.  "I started using her cosmetics when someone I liked and trusted very much recommended them.  Several others agreed. 

Trust.  Respect.  Admiration.  These were the words they used to describe their feelings for each other and the friendship they shared.  In talking about certain products/categories, some of the same words applied. 

Take for instance organic products.  There is a great deal of mistrust about the category, and yet all the women agreed they trusted Whole Foods and Publix' store brands.  These products had performed consistently for them and as a result had earned their trust and respect.  Perhaps the notion of brands becoming friends is not so far fetched after all if we remember the basic tenets of friendship.