I heard the messages for years.

"Buy a Jeep. Buy a Jeep. Buy a Jeep."

"Buy a Mac. Buy a Mac. Buy a Mac."

"Buy renter's insurance. Buy organic. Buy AT&T."

Is it any surprise that I now own a Jeep, a MacBook, a rental insurance policy, a cell phone plan through AT&T and as much organic food as I can afford?

No, the messages didn't come to me through advertisements, although I'm sure I've seen a few over the years. The key factor that affected my purchasing decisions, the one who placed certain product preferences into my subconscious from the time I was small, was my Aunt Stephanie.

And it's no coincidence. At 65 years old, she falls right into what market analysts are saying is the most powerful consumer demographic ever: women of the baby-boomer generation.

Think about it. A boomer woman doesn't just represent one person. She makes many of the buying decisions for the boomer man in her life, and their parents in the 70+ age group. She also represents a substantial group of 18-35 year olds - her children, godchildren, nieces and nephews and their friends and family. She isn't just thinking about her own health, household and investments when she hears advertising messages, but about the needs of all the others in her sphere as well.

Although Stephanie's laptop, TV, radio and the many magazines she subscribes to provide her with a steady stream of advertising content throughout the day, one marketing message is hardly enough to sell her anything. Like many women her age, Stephanie has an advanced degree and is an adept online researcher. When she considers which brand or product to buy, she draws not only from a lifetime of experience but also from the wealth of information available at her fingertips through the internet. She buys medication, supplements, appliances, clothes, insurance, home repair services, art, vacations, and a whole lot more - but never without being fully informed about all the options available.

Boomer women like Stephanie are an important secret to successful marketing for just about any product or service. Not only do they have the established social connections to serve as ideal brand ambassadors, but they also wield substantial purchasing power. According to she-conomy.com, women age 50 and older control three-quarters of the nation's financial wealth - about $19 trillion. They spend, on average, 2.5 times what the average person spends. When you factor in the subtle (and not-so-subtle) nudges they send to others in their social sphere about what to buy, what brand to choose, and where to buy it, their economic impact becomes vast but difficult to measure.

As I was writing this post, I received a phone call from Aunt Steph. It's springtime, and she's bursting with ideas for her garden - planters, watering systems, decorative accents. I ask her if she realizes the immense buying power she possesses as a member of the ever-growing boomer market. What, I ask, will she purchase next? She pauses for a moment.

"I want to buy a Mustang."

It's true that boomer women are smart, willing consumers, but maybe the most definitive thing we can say about this demographic is that it's full of surprises.