Too often, women over 40 are treated as a single, homogenous group in marketing. In reality, we are anything but. We bring a rich tapestry of life experiences and are at vastly different stages in our personal and professional lives.

Some of us are raising toddlers or caring for babies, while others have children at university – or none at all. We may be advancing confidently in our careers, switching paths entirely, or entering retirement. And “over 40” isn’t a fixed age bracket; it spans women in their 50s, 60s, 70s and beyond; grandmothers, empty nesters, full-time workers, entrepreneurs, and everything in between.

We are a diverse and dynamic group with a wide range of wants, needs, and priorities. It’s time marketing recognised and reflected that.

Money, Money, Money: Challenging stereotypes in advertising

Outdated norms still dominate

Advertising has long relied on outdated gender and age stereotypes, particularly when promoting domestic products. This approach is not only frustrating, but it also reinforces the tired myth of a sex-based division of labour at home.

Women over 40 speak out

A 2018 US survey revealed that 76% of women feel brands contribute negatively to how women over 40 are perceived, while 80% believe advertising continues to perpetuate harmful gender stereotypes. Clearly, there’s far more to our lives than keeping a spotless house or managing household chores.

What’s even more short-sighted is how brands often ignore the financial clout of women over 40. Despite holding significant spending power, 64% of women surveyed felt that brands consistently undervalue their influence over family finances. With rising disposable income and a growing presence in an ageing UK population, women in this demographic are not only economically powerful—they’re essential to the future of smart, inclusive marketing.

Marketing’s blind spot

So where does this disconnect come from? Belinda Parmar, Founder and chief executive of The Empathy Business says,

‘”Older women and men are an under-exploited and ignored audience. It is not seen as sexy for many marketers, despite the commercial gain, because often the people creating the marketing are men in their 30s and therefore unconscious bias means they are developing marketing and advertising for themselves. The perceptions advertisers have of older people is 20 years out of date, which leads to clichéd, lazy marketing.”