The Real Reason Why Women Over 40 Are the Forgotten Demographic
Feb 05, 2023
The demographic of women over 40 is often overlooked and underrepresented in advertising and marketing campaigns. Many big brands tend to focus their efforts on targeting younger women, leaving those who are 40 and older feeling invisible and undervalued.
There are a few reasons why this demographic is often overlooked by brands. One reason that companies tend to focus on the younger demographic is because they are more likely to be in the workforce and have disposable income to spend on products. Additionally, the younger demographic is often seen as being more open to trying new products and being more influenced by trends and social media.
"I felt like at 40 I had the right to be who I wanted to be, say what I wanted to say, and accept what I didn't want to accept." - Halle Berry
Another reason for the lack of representation of women over 40 in advertising is the tendency for brands to rely on stereotypes and societal biases. Many brands perpetuate the idea that older women are no longer interested in fashion, beauty, or being attractive. They also perpetuate the stereotype that older women are not active or don't care about their physical appearance.
However, this perception is far from the truth. Women over 40 are just as interested in staying stylish, feeling good about themselves, and looking their best as women of any other age. They are also just as active and engaged in their communities and the world around them.
It is time for brands to recognize and value the demographic of women over 40. They deserve to see themselves represented in advertising and marketing campaigns, and they deserve to be targeted with products and services that meet their unique needs and interests. Brands that neglect this demographic are missing out on a significant market opportunity and are failing to connect with a valuable and engaged group of consumers.
"Someone recently asked what I am most proud of. The thing I'm most proud of is that I'm in my 50s and I'm still a leading lady." - Kim Cattrall
The real reason why women over 40 are the forgotten demographic and big brands don't target them is because of the societal biases and stereotypes that are continuously perpetuated. This perception is far from the truth and it's time for brands to recognize and value the demographic of women over 40. They are an important and valuable market that deserve to be represented and targeted.
Ladies, it's time to break the mold and stop letting corporate brands define what beauty and strength look like. They may not represent our demographic, but that doesn't mean we can't represent ourselves. At Old Last Gains, we understand that middle-aged women are powerful, capable, and just as deserving of recognition and representation. Don't let anyone tell you that you're not good enough - because you are. Let's continue to break barriers and pave the way for future generations.