According to AARP, mature Americans’ financial goals are often age- and gender-specific, giving advertisers a number of ways in which to tailor appeals...playing on the differences between groups as well as the similarities. Women age 50 and over are more likely than men of that age to aim for a financial goal of “providing for retirement,” while men in the same age group are more likely to cite their financial goals as “providing enough so that myself and my family can live well” or “protecting my family in case I die unexpectedly.” These psychographic indicators give advertisers a wealth of information on forming effective messages in which to market financial services to both men and women of this age group.