Midlife women aged 45-54 are rewriting the rulebook. They’re challenging outdated stereotypes, embracing diverse lifestyles, and controlling nearly half of the UK’s wealth. Despite their undeniable influence, these trailblazers remain largely overlooked by brands, media, and advertising. Recognising this gap, we’ve been working to ignite change by spotlighting this dynamic demographic, often called the “invisible generation.”
Earlier this year, The Kite Factory and Southpaw hosted a ground breaking breakfast seminar to unveil bespoke research on midlife women’s real needs, attitudes, and behaviours. The event sparked dynamic discussions among leading industry experts. Still, one glaring issue stood out: while men are 23% more likely to hold board positions and drive decision-making in media and marketing, they made up just 4% of attendees.
That’s why we launched a follow-up webinar designed to bring men into the conversation.
We invited brands, influencers, advertising and media professionals to join us for an in-depth discussion on our research findings and explore actionable strategies for meaningful change.
Our expert panel featured:
- Charley Day, Head of Insight at The Kite Factory
- Niki Jones, Head of Strategy at Southpaw
- Dino Myers-Lamptey, Founder of The Barber Shop
- Bronte Skelcher-Maxwell, Senior Commercial Insight Analyst at Channel 4
- Glenn Smith, Creative Director at Southpaw
The panel shared key findings from our research, highlighting how brands can authentically engage with this influential demographic. They discussed the opportunity for brands to celebrate their diversity and create campaigns that resonate while emphasising the crucial role men must play in the conversation to overcome these challenges and drive meaningful change.
Watch the webinar on-demand here to uncover key insights on engaging this influential yet underrepresented audience and understand why male involvement is essential for driving meaningful change.