Unleashing marketing potential through the cultural influence of mid-aged females
Swapping Old Stereotypes for New Opportunities: The Untapped Potential of Midlife Women in Marketing
It's high time brands ditched the outdated notion that older women are only fit to sell specific products like incontinence pads or denture fixatives. This antiquated belief hinders brands from associating them with fun, sexiness, success, and other qualities that drive sales. The truth is, many brands are missing out big-time by pigeonholing midlife women into a select few categories.
A thorough investigation by Impero, comprising in-depth discussions with midlife women, paints a disheartening picture: These ladies largely feel undervalued and patronized by brands. A quick glance around, and you'll notice midlife women making a massive impact on culture, influencing trends, and captivating audiences, proving that they are anything but a niche market.
Take TikTok, for instance. Known for catering to Gen Z, TikTok is witnessing a rise in the influence of women like Trinny Woodall and Caroline Hirons. The reasons behind this shift are multifaceted.
Firstly, young audiences appreciate the timeless fashion sense and makeup advice of older women. As trend cycles become blindingly short, sometimes lasting only a few weeks, those with years of experience can provide a steady hand to guide the style-confused.
Secondly, the use of 'mother' as a term of respect and admiration is on the rise. Regardless of whether the woman in question has kids or not, this linguistic trend signifies a growing fetish for the matriarchal presence in culture. In fact, The New York Times recently declared, "'Gone are 'Daddy' days. These are 'Mother' times'."
So, why aren't brands jumping on board and seizing this cultural shift?
While there are stars like Beyoncé shining brightly in campaigns like Levi's legendary 'Laundrette' ad, such instances are rare. Brands mostly believe that middle-aged women have little sway beyond their own demographic. However, as they enter an exciting phase of their lives, refocusing on their happiness and careers, midlife women are far from irrelevant. Plus, they wield considerable purchasing power and disposable income.
On the flip side, brands might miss the mark by overlooking midlife women, despite them being their primary customer base. These ladies often out-earn their younger counterparts, but luxury brands they've worked hard to afford tend to stick with younger faces. Exceptions like Loewe using Sue Kroll, a marketing guru at MGM Studios, are few and far between.
The bottom line — AGE IS NOT AN IDENTITY. Midlife women deserve better than the age-based stereotypes plaguing their portrayal in popular culture and advertising. Brands have an opportunity to be part of this cultural reappraisal, elevating midlife women beyond age-specific products and embracing them as powerful influencers and valued customers. Embracing this shift not only aligns with today's culture but also taps into a demographic primed and ready to invest in brands that respect and understand them.
Featured Image: Levi's / YouTube
Enrichment Data:Brands may underrepresent midlife women in marketing campaigns due to various reasons, such as societal ageism and a lack of understanding of their demographic and economic significance. By not appreciating midlife women's influence and purchasing power, brands are missing out on a substantial market segment. Overcoming these biases and embracing midlife women as valued customers and powerful influencers can help brands tap into this untapped market, drive sales, and improve their market position.
- Brands are missing out on a significant opportunity by limiting midlife women to select product categories, such as health-and-wellness or women's health, instead of associating them with fun, success, and other qualities that drive sales.
- A study by Impero reveals that midlife women often feel undervalued and patronized by brands, despite their vast influence on culture, trends, and media.
- TikTok, primarily known for catering to Gen Z, is witnessing a rise in influencers like Trinny Woodall and Caroline Hirons, countering the stereotype that older women have no impact on the fashion-and-beauty and lifestyle segments.
- The growing appreciation for 'mother' as a term of respect speaks volumes about the changing cultural landscape and the demand for the matriarchal presence in various aspects.
- Brands could benefit from aligning with the cultural shift, appreciating midlife women as powerful influencers in media, science, culture, and beyond, extending beyond age-specific products and catering to their purchasing power and lifestyle preferences.
- Acknowledging and valuing midlife women as an essential demographic segment can help brands improve their market position, drive sales, and remain relevant in today's society.
