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BEACON Senior News

Could mature women be the superheroes of a post-pandemic economy?

Jul 26, 2021 11:03AM ● By Cloie Sandlin
group of four well-dressed older ladies pose outside a storefront with a sign reading, "I am not a shopaholic, I am helping the economy! Duh (smiley face)"

Angela Ingle, Jan Weeks, Sue Hughey and Kim Williams pose with an all-too-fitting sign outside of Zephyr in Grand Junction.

It’s taken years of women’s rights efforts for women to reach the level of respect in society today. While there’s still a long way to go in advancing women’s rights and gender equity, the crucial role of women in keeping the economy thriving should certainly count for something.   

In the U.S., women decide where trillions of dollars go every year. And according to Joseph F. Coughlin’s “The Longevity Economy: Unlocking the World’s Fastest-Growing Most Misunderstood Market,” the power of the female consumer is even more profound.

“The idea of harnessing [product ideas for tomorrow’s older consumers] may sound like an opportunity—and it is. But it’s also a threat. The insights that occur to this particular consumer group are powerful enough to raze major companies to the ground—and raise new ones out of the rubble.”

Even in the midst of a pandemic, mature women are strengthening the economy by supporting local businesses and communities. Not only do they control the majority of household spending, but they also buy for their children and grandchildren’s families as well. 

Additionally, women are supporting local nonprofits through volunteering. Some are even re-entering the workforce to help local businesses. (Let’s hear it for the men who do this, too!)

While the pandemic has negatively affected the retirement plans of older adults, many have fared better than younger generations financially. In this month’s cover story, we hear local women speak out about their experiences when age or gender negatively affected the service and attention they received. The story further explores the buying power of women, how they expect to be treated, and how they personally combat consumer stereotypes.

Vote for Volunteer of the Year

As I mentioned, both men and women are supporting the community through volunteering. The BEACON’s Volunteer of the Year Award recognizes these exceptional volunteers aged 50 and older. Read more about each nominee’s qualifications and cast your vote for this year’s winners. (That’s right! There will be two winners this year: one in Mesa County and one in Montrose or Delta.) Vote online at The last day to vote is September 1. 

Nominated Mesa County volunteers will be recognized at Grand Junction BeaconFest on Thursday, September 9 and nominees in Montrose and Delta will be recognized at Montrose-Delta BeaconFest on Thursday, October 14.

Back-to-Back BeaconFests

We’re gearing up for fun after fun with two annual celebrations of age coming up. Join us for food and entertainment, and learn from our informative booth sponsors and seminar speakers at BeaconFest in Grand Junction and Montrose! This event is mask friendly, although masks aren’t required for those who are vaccinated. Admission is FREE! For details, visit

Win Doobie Brothers tickets 

The Doobie Brothers are coming to Denver’s Ball Arena (formerly Pepsi Center) on September 27 for their 50th anniversary tour and the BEACON is giving away one pair of floor-seats to one lucky BeaconFest attendee! Fill out the entry form on page 60 of the print edition, bring it with you to Grand Junction BeaconFest, then stick around for the drawing at the end of the show. You must be present to win.

Letters from our readers

“I went to Medicare Resource Center’s open house and picked up a BEACON Guide and I am so enamored with it, I want all of my friends to have one, too! Where can I pick
up more copies?”

- Darlene, Grand Junction

Cloie: We’re glad you’ve found the BEACON Guide to be helpful! While this comprehensive guide is distributed in many of the same places as the monthly magazine, you can request additional copies by calling our office at 243-8829 or emailing [email protected]

“I appreciate the BEACON. I read it religiously. I think there are a lot of older Americans who do. You do a great job!”

- Dolores Roberts, Grand Junction

“Excited that BeaconFest is happening again!”

- Adrienne Carlo, Meals on Wheels

RE: “My love affair with Bob Ross” (July) 

“We loved reading this article by Arlyn Macdonald! Witty and funny, but also poignant. Thank you for the great read today!”

- Aimee K

We asked our email subscribers: What was your pandemic project?

“Jeeping with girlfriends, looking for mud puddles and getting down right dirty! We were screaming all the way down the hill. It was thrilling.”

- Siggie Carpenter

“I picked up quilting again. I took a class 25 years ago then put it aside as I raised my children and took care of my mother. I have other quilts in the process but this is my only finished quilt. Now I’m hooked!”

- Janet Shearer

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