The Invisible Consumers: Women OVER 40

In the bustling world of consumer marketing, there exists a persistent myth—a fallacy that casts women over the age of 40 into a shadowy realm of invisibility. This misconception suggests that once a woman hits this milestone, she ceases to be a desirable target for brands, relegated instead to a demographic backwater devoid of cultural relevance or purchasing power.

This neglect is perhaps best epitomized by a memorable Sex and the City episode where the quartet finds themselves targeted for "back pillows and items for old ladies," reflecting a broader societal dismissal of women entering midlife. Yet, what if brands reconsidered this oversight? What if they recognized that elder millennial and Gen X women are not just influential but represent a potent economic force waiting to be engaged?

Contrary to outdated stereotypes, today’s midlife women are entering key spending categories later in life, wielding significant cultural and financial influence. Consider the statistics: the average age of marriage and homeownership has risen substantially since 1980, and birthrates among older demographics are on the rise, particularly among educated, urban-dwelling women with robust incomes. These trends defy the conventional wisdom that marketing efforts should disproportionately target younger demographics to capture spending as individuals enter new life stages.

Women over 50 are responsible for a staggering $15 trillion in consumer spending in the U.S. By 2030, they are projected to control a substantial portion of the $30 trillion wealth transfer from baby boomers to younger generations. This financial clout underscores a glaring missed opportunity for brands fixated on youth-centric marketing strategies.

Women over 50, for instance, are responsible for a staggering $15 trillion in consumer spending in the U.S., comprising 27% of all consumer spending. By 2030, they are projected to control a substantial portion of the $30 trillion wealth transfer from baby boomers to younger generations. This financial clout underscores a glaring missed opportunity for brands fixated on youth-centric marketing strategies.

Despite their economic prowess, elder millennial and midlife women remain largely ignored by marketers. A mere fraction—5-10%—of marketing budgets is allocated to this demographic, reflecting a systemic disregard for their purchasing power and cultural influence. This oversight does not go unnoticed; many women in this cohort feel underestimated by consumer brands, craving representation and respect in marketing campaigns that speak to their realities and aspirations.

Successful initiatives by brands that have embraced this demographic paint a compelling picture. Companies like GM, with a focus on female-centric car safety and dealership networks, or L’Oreal’s inclusion of older models in beauty campaigns, have reaped substantial rewards. L’Oreal, for instance, reported a significant sales increase following their shift towards more inclusive marketing strategies.

The key to effectively engaging elder millennial and Gen X women lies not just in reallocating marketing budgets but in authentically representing and supporting them in brand initiatives. Casting older models, as seen in Bobbi Brown’s Jones Road Beauty or Dove’s Real Beauty campaign, resonates deeply with consumers seeking honesty and inclusivity in brand messaging. Moreover, aligning with advocacy causes that matter to this demographic—such as women’s rights—can further enhance brand affinity and loyalty.

As we look towards the future, the imperative for brands is clear: to recognize the untapped potential of elder millennial and Gen X women as pivotal consumers.

As we look towards the future, the imperative for brands is clear: to recognize the untapped potential of elder millennial and Gen X women as pivotal consumers. By challenging preconceptions, investing in targeted marketing strategies, and fostering genuine connections through representation and advocacy, brands can not only unlock substantial economic opportunities but also cultivate lasting relationships built on trust and mutual respect.

The era of overlooking elder millennial and Gen X women in marketing strategies must come to an end. Their influence is vast, their spending power significant, and their expectations clear. It’s time for brands to step forward, embrace inclusivity, and seize the immense opportunity that awaits in engaging a dynamic and influential demographic.