I read an educational marketing article by entrepreneur Karen Davis recently. Here are the lessons it gave to improve our business’ marketing in 2024.

Despite what many tired stereotypes will tell you, midlife for women isn’t a “crisis” – it’s a power surge. While society often paints women over 40 as invisible or irrelevant, the reality is a far cry from that. Here’s why this demographic is a force to be reckoned with, both personally and in business.

The Midlife Myth: From Invisible to Invincible

Imagine controlling a whopping 67% of household spending and making 80% of healthcare decisions in your family. That’s the reality for midlife women. They’re the financial decision-makers, the healthcare gatekeepers, and the ones pushing you (yes, you reading this) to see a doctor. Sounds pretty powerful, wouldn’t you say?

The Awakening: Harnessing Midlife Power

For a long time, many women haven’t fully grasped their influence. But a perfect storm is brewing, and midlife women are waking up to their potential. Here are some key drivers:

• Media Representation: Gone are the days of age-restricted beauty campaigns. Today, broadcasters like the BBC are tackling topics like menopause head-on, and older women are finally gaining screen time.
• Shifting Demographics: Midlife women are the fastest-growing demographic in the UK and globally. That means they’re a force to be reckoned with in the workforce – with no plans to slow down.

Why Midlife Women are the Next Big Business Opportunity

So, what does this mean for your business? It’s time to ditch outdated stereotypes and start seeing midlife women for who they truly are: a savvy consumer base with significant spending power. Companies that dismiss them as “commercially stale” are missing out on a massive opportunity.

Beyond Beauty: A Multifaceted Market

Karen’s company, TOYL, offers a beauty subscription box specifically designed for midlife women. They focus on brands that cater to women’s needs and respect their desires. Believe it or not, some brands think this demographic is “commercially stale” – a notion frankly illogical considering women’s buying power.

The Midlife Mindset: Ambition Redefined

The midlife woman of today is far from her mother’s generation. They’re not here to “tone it down.” Many women are redefining ambition, aiming to achieve their own goals after years of prioritising others. Women won’t tolerate condescending marketing or settle for products that don’t meet their needs. Women are ready to invest in themselves, their wellbeing, and their entrepreneurial dreams.

The Future is Female, the Future is Fit

While some beauty brands might be busy chasing the next big market overseas, they’d be wise to remember: midlife women are the fastest-growing segment globally. Women are the ones holding the purse strings, and they’re not afraid to spend on themselves. In fact, looking and feeling good is a priority – that’s why gyms are seeing a surge in membership among this demographic. Women are taking charge of their health and fitness, starting now.

The Midlife Opportunity: Beyond Beauty Boxes

TOYL see the potential beyond beauty products. They plan to launch a business school specifically for midlife female entrepreneurs, along with a chain of women-only gyms. They understand the needs and desires of this growing demographic, and are here to empower and support them.

What Businesses Can Do to Engage with Midlife Women

• Open Your Eyes: Recognise women as a significant market force.
• Challenge Your Teams: Train your staff to understand and connect with midlife women.
• Start a Dialogue: Engage with women through authentic communication.
• Hire for Excellence: Consider experienced women for high-level positions.
• Embrace Experience: Remember, the average age for successful start-up founders is 45. Experience matters!

Midlife Crisis? More Like Midlife Magic

The narrative around midlife for women needs a rewrite. It’s not a time for despair; it’s a time for opportunity. They are a powerful demographic with a growing influence on the world of business and beyond. It’s time for companies to recognise their potential and join them on this exciting journey.

What are your thoughts on the evolving role of midlife women in society and business? Share your experiences in the comments below.

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