Harbinger has defined six major Lifestages that women may pass through during their lifetime.
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 a woman. We then look at sub-segments within each Lifestage, defined by more general demographic information, to help select communications channels. Here's a quick description of each Lifestage and some emotional triggers for each.
Singleton
Harbinger considers women in the Singleton Lifestage to be a single woman under the age of 45 without children:
- She tends to be seeking self indulgence
- She is enjoying her independence
Me to We
Harbinger considers women in the Me to We Lifestage to 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 'Team' (We) vs. 'Me' decisions
New Mom
Harbinger considers women in the New Mom Lifestage to recently have had their first child:
- 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
Harbinger considers women in the Experienced Mom Lifestage to have children over the age of four:
- She is seeking life balance and respect for her role and for her time that is filled with the juggling of family responsibilities
- She is dedicated to her family and is starved for 'Me-time' and responds well to an understanding of this
Back to Me
Harbinger considers women in the Back to Me Lifestage to have no children left at home:
- She is experiencing a combination of relief, sadness, loneliness, freedom and a second lease on life
- She is re-focusing back from the needs of her family to herself and personal fulfillment
- She is looking to travel and to enjoy new experiences but is also making major adjustments
Career Graduate
Harbinger considers women in the Career Graduate Lifestage to be without full time employment, to be 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 the time to connect with people in the same Lifestage
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