Markets must recognize the opportunity they may be missing by not speaking to women, or by assuming "household behavior" versus individual spending.

Marketers who want to follow Nielsen's advice should consider telling Boomers, who more than other generations seek recognition for their ability to change the world, "You've made us understand why we were wrong. We can't afford to ignore you. So let's start talking."

In marketing and business there are always naysayers. Some believe Boomers have become fatigued as a consumer segment and it is all downhill from here.

If your ad is truly targeted at the group in their 20's and 30's, you're making a critical decision. You're not just saying your brand is all about the younger group, you're also very clearly saying that your brand is not for the older group. You're saying, "Ignore this ad," to nearly 100 million consumers. You're saying, "Don't buy our product," to the group with the most disposable income on the planet.

With Bureau of Labor Statistics suggesting that Boomer women will continue working past 65 -- some for professional and personal fulfillment, others out of financial need -- markets would do well to remember that Boomer working women are not monolithic.

Smart marketers (like those at the Vermont Country Store, other women-friendly websites, and some drug chains) do recognize this fact, and are doing just what they should do by answering real human needs and offering products and services that actually improve life.

Even if you were "one in a million," there were 78 more Boomers exactly like you. As a result, the desire to be unique and noticed has driven Boomers to be "self" centered throughout their lives.

Our need for identity, relationships, purpose, gaining knowledge and growth, rejuvenation and recreation are always with us, but as we grow older, we focus more on having meaningful experiences, rather than gaining material goods.

As geo location services become mainstream, it will be important both for developers and advertisers to remember that it's not just the Millennials who will be checking in; it will also be Boomers. If you're in doubt, remember that three years ago few believed that Boomers would embrace Facebook. But they have.

While we knew that Boomer women aren't contemplating anything traditionally identified as "retirement," we were surprised to learn something important about their thoughts about single homeownership: They aren't going anywhere.