We found a DEFIANT woman. Who doesn't give a shit about advertisers.
The female economy is worth $28 trillion worldwide. The biggest slice of this market is women over the age of 50. Yet brands are invisible to her.
Are Media’s “DEFIANT” research reveals the mindset of a joyful generation, defying traditional expectations. It looks at her aspirations, her outlook on life, her hobbies, what she’s after, and where she’s at in her life right now. Findings from the research uncovered a significant cohort of women over 50, replacing ageing narratives with a new language of celebration and self-love.
Discover more about the findings and understand how to get the attention of the DEFIANT woman by requesting the whitepaper or a presentation from our team.
Her age is 50-64 - but that is both the least interesting thing about her, and the last thing that defines her. She is one million strong representing 41% of her age group. She’s busy having a great f’n time! This is a group of women challenging and recreating social norms. She is leading the way, influencing and showing other women her age what life could look like. And of course she has the confidence to be leading the way. All you need to see is what has lead her to this point in her life.
Contrary to the story we are being sold, this group of one million women are not ‘Invisible’ members of society. Only one in three agree ‘I often feel unnoticed and invisible by society'. Instead, she spoke of the opportunity to ‘turn invisibility on’ when desired, but of largely feeling free, valuable, empowered and ambitious.
There is enormous opportunity in being a brand that comes to the party for these women - they are in the most financially stable period of their lives, actively seeking products to spend their money on, but failing to notice advertising as it isn't in line with their vision of themselves. Contact us to find out how your brand can be seen by this lucrative, influential audience.
On this podcast, a CMO, a creative and a publisher talk frankly on the raging bias of ageism in marketing, agencies and media. Jane Evans created the Tim Tam Genie campaign and the James Squire beer brand. In her early 50's she applied for 180 agency jobs and got three interviews. Nicole McInnes was a digital marketer writing website code when the internet arrived. As a late 40's former CMO at Dell, Pandora, OVO and eHarmony, she now hears constantly that digital is for the young and hip, targeting the young and hip. Jane Waterhouse says a Facebook feed for a 50+ woman is loaded with ads for retirement villages, incontinence pads and life insurance. Depressing. The solution?
LISTEN
Are Media Australia was delighted to be announced as the winner of the prestigious FIPP - Connecting Global Media Insights Awards last year in Las Vegas, for the research piece DEFIANT. The research won the silver award in the Primary Research Project B2B category. The FIPP awards celebrate the most effective media insight projects globally.