Today, women in their 40s and 50s are trailblazers – redefining societal norms, embracing diverse lifestyles, and commanding nearly half of the UK’s wealth. And yet, they are often left feeling overlooked, with many brands missing the opportunity to tap into this “super consumer” cohort.
We partnered with creative agency Southpaw to host an exclusive breakfast seminar at 180 The Strand, Soho House, exploring the untapped advertising potential of midlife women. Our specialists were joined by industry experts from Sport England, The British Beauty Council, And Begin, and GenM to delve into how brands can authentically connect with and represent women aged 45-54 through advertising.
The event started with our Strategy Director, Charley Day, and Southpaw’s Head of Strategy, Niki Jones, presenting key findings from their bespoke research. They shared insights from real-life women aged 45-55, revealing their attitudes and behaviours and how brands can better connect with and represent them in their marketing strategies.
This thought-provoking presentation set the stage for a dynamic panel discussion featuring:
- Kate Dale from Sport England
- Jacqui Burchell from the British Beauty Council
- Sophie van Ettinger from And Begin
- Heather Jackson from GenM Official
- Edeje Onwude
The inspiring panel dissected the research findings and shared their lived experiences and successful marketing strategies, offering valuable insights on authentically representing and engaging this empowering demographic while simultaneously driving business growth.
The atmosphere at the event was electric, with a refreshing mixture of all ages, which facilitated a lively Q&A session that highlighted the audience’s shared passion for how we can do better to authentically engage, represent, and empower this demographic, often dubbed the ‘invisible generation’.
Our discussions challenged this outdated notion head-on. There was a palpable sense of determination in the room to shine a spotlight on these women and celebrate their true value and influence in society. The enthusiasm and insights shared demonstrated a clear shift towards recognising and harnessing the power of this dynamic demographic in advertising and beyond.
Download our whitepaper report to gain more actionable insights on how brands can connect and engage with this commercially important but often underrepresented demographic.