Women over 40 are NOT all the same
Women over 40 tend to be lumped together in one group when it comes to marketing – we are not homogeneous; we have a wealth of different life experiences behind us and can be at different stages in our lives. Some women over 40 can have university-age children, babies, toddlers or no children, and we can be trailblazing our way on a career path or even having a career change. It’s also important to remember that ‘over 40’ isn’t one identical age group either, it includes women in their 50’s, 60’s, 70’s and so on; empty nesters, grandparents, retirees and workers. We are a disparate group of people with different wants, needs and priorities.
Money, money, money
Traditionally advertising sticks to gender and age stereotypes when it comes to promoting domestic products, which is infuriating as it maintains the myth of sex-based division of labour in the home. In a 2018 US survey, 76% of women said they feel brands play a negative role in the perception of women over 40 and 80% feel brands perpetuate negative gender stereotypes. There’s certainly more to us and our lives than just shouldering the responsibility of cleaning and running an orderly home.
Considering that women over 40 have major spending power, the survey also revealed that 64% felt brands systematically underestimated their influence on the family’s purse strings. As a group they have a lot of disposable income, and as the UK is an ageing population the importance as demographic will only grow.
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 The perceptions advertisers have of older people is 20 years out of date, which leads to clichéd, lazy marketing.’
What can brands do?
Brevity can help you connect with the groups of 40+ women
Do you have a product or service that needs to reach this group and you’re not quite sure how to best approach it? Brevity is an all-female team of marketing and PR professionals who will support your brand to get the right message to the right people to make your business flourish.
To talk to us about tailoring your marketing, campaigns and PR to your audience, email firstname.lastname@example.org or call on Basingstoke 01256 536 000 and Brighton 01273 286 771