Understanding Her:
Harbinger's Lifestage Marketing Segmentation

Looking at a woman's Lifestage is the key first step in crafting brand messages and positioning that will cater to the emotions and unique experiences of women consumers.

Next, Harbinger looks at sub-segments within each Lifestage, defined by more general demographic information, to help select communications channels.

Harbinger has defined six major Lifestages that women may pass through during their lifetime. Following is a quick description of each Lifestage, along with key emotional triggers for each.

Singleton

Women in the Singleton Lifestage are single, usually under the age of 45 without children:

  • She tends to be seeking self-indulgence
  • She is enjoying her independence

Me to We

Women in the Me to We Lifestage have recently entered into a stable and comfortable relationship (married or not):

  • She is imagining and planning for a future with her partner
  • She is feeling a newfound level of comfort and validation
  • She is now making 'shared' (We) vs. 'me' decisions

New Mom

Women in the New Mom Lifestage have only one child, four years old or younger:

  • She is yearning for information and affirmation (wants to know she's doing things the 'right' way)
  • She considers trust a key factor in choosing brands

Experienced Mom

Women in the Experienced Mom Lifestage have children over the age of four:

  • She is seeking life balance and respect for her role and for her time, which is filled with juggling family and often work responsibilities
  • She is dedicated to her family and is starved for 'Me-time'

Back to Me

Women in the Back to Me Lifestage have grown children who are no longer living at home:

  • She is experiencing a combination of relief, sadness, loneliness, freedom and a second lease on life
  • She is re-focusing from the needs of her family to herself and personal fulfillment
  • She is looking to travel and to enjoy new experiences, opportunities, but is also making major adjustments

Career Graduate

Women in the Career Graduate Lifestage are no longer working fulltime; over the age of 50, without children living at home:

  • She is experiencing a time of re-discovery - focusing on enjoying life and maintaining good health as a new daily routine
  • While she used to define herself in part by her career, she is now seeking ways to fill that gap
  • She is interested in and has more time to connect with friends