The Ageless Generation

We recently undertook some research looking at women aged 40-60, to further understand how they live their lives and associate themselves with age.

What does that mean and who are they?

We recently undertook some research looking at women aged 40-60, to further understand how they live their lives and associate themselves with age. It was particularly focused around how women transition into the menopause phase in their life and how they can (and want) to continue life just how it was before and feel like themselves. After all, why should a woman lose her identity or confidence when something so natural and normal is changing within their body?

What did we find? Women no longer see themselves as definable by age. We’re now living in a time where we behave and connect differently to our parents and grandparents – which is primarily driven by the use of technology, social media and access to more products to keep the body healthy.

As powerhouses of spending – brands need to get more granular by understanding women in more detail, their needs and how they are represented in the media. Our research has shown that if anything, this cohort of women feel that brands are patronising, by portraying negative images and not supporting them on what they see as a transitioning period of their lives.

More women now have children over the age of 40 than those under 25 and the average age of being a first time Mum is 29.5 year old (ONS Stats). Alongside this, it is quite likely that women will not only be first time mums, but often carers for their parents too – alongside juggling a career.

Even with all of these family responsibilities, these women aren’t just focussing on the needs of others, they are introspective too. As they begin to transition through these life stages, they are on a journey of self-improvement and wellbeing.

A recent study by the Telegraph found that 96 per cent of 40-plus women don’t feel middle-aged at all, which provides a greater opportunity for brands to stay relevant and liked by women who do not define their lifestyle according to their age.

So how do brands start to re-engage with this ‘ageless generation?’

LISTEN – women are taking to the stage to no longer feel silenced. Campaigns like #metoo and #putthecanintocancer are just a few examples of where women are speaking out about taboo subjects. Brands that do not demonstrate a level of understanding and consideration for women in different stages of their lives will always struggle to resonate.

A recent study by SuperHuman found that 85 per cent of purchasing decisions are made by women and yet 91 per cent of women don’t believe advertisers understand them.

INSPIRE – Women don’t want to be sold to by a 20 something in a magazine. They want to be represented by real women that they can relate to. They want to have heroines within their peer groups who are just like them.

INFORM – Be where they are. These women are tech savvy, digitally forward and seek out women just like them. In fact, they are now the most influential tribe across social media. The ageless generation is Facebook’s largest growing audience in the UK combined they account for close to 8 million women. The ageless generation are also taking Instagram by storm with an exploding number of women following accounts and using hashtags such as #vivafifty, #menopausecansuckit, #over50 & #overfiftyandfit

How can brands achieve this?

Women want strong, emotive and modern language and imagery that emphasises how they feel empowered by their life stage, not hindered by it.

They want to be part of a movement, have a voice and shared energy that mirrors how they feel about transitioning to the next phase of their lives

They want to be spoken to by REAL WOMEN who have shared the same experiences as them whom they can learn from.

Our advice? Create a multichannel approach that LISTENS, INSPIRES AND INFORMS. Allow these women to generate new conversations, inspire them with content, personalise communications that are relevant to them and develop helpful technology to help them juggle their many commitments to their families, careers and themselves.

Fancy discussing it further?

Drop a line to Lyndsay Smith with any questions or comments. She’d love to hear from you.