A new report conducted by the Behaviours Agency, titled “Marketing To Midlife Women,” reveals that women aged 45-60 feel invisible and misrepresented by fashion advertisements. The report aims to address the lack of connection and representation that this age group is currently experiencing.
One of the key findings of the report is that 69% of midlife women feel invisible, and 62% believe that the advertising aimed at them rarely features someone they can relate to. This lack of representation has led to significant changes in their lifestyle choices. For example, 35% of these women have altered their style of clothing to accommodate changes in their body shape, while 35% have changed their skincare, cosmetics, and haircare products due to changes in their skin and hair. Additionally, 42% have adjusted their diet to include more nutritional foods, and 35% have started exercising more.
Sue Benson, a spokesperson for the report, emphasizes that brands and retailers need to improve their communication with midlife women, who are often referred to as “super consumers” due to their spending capability and the significant changes happening in their lives. However, despite being a prime target market, these women do not feel represented in brand advertising and often have distrust towards the claims being made.
The report reveals that 72% of midlife women are skeptical about the claims made in advertisements. They believe that ads focus too much on appearance rather than overall well-being (75%) and often set unrealistic standards of beauty (72%). Moreover, 62% feel that advertising targeted at them rarely features someone they can relate to, while 54% believe that ads exploit their insecurities and 69% think that product benefits are exaggerated.
Benson argues that the beauty industry needs to move away from portraying flawless and perfect skin as the ultimate goal. Midlife women do not want to be constantly reminded that time is running out and that they must try to “stop the clock.” This narrative only fuels their anxiety and self-doubt. Aspirational should not equate to perfection.
The report also highlights some preferences of midlife women when it comes to advertising. They value real testimonials from “normal” people over celebrity endorsements and want menopause-related products and communications to be addressed more subtly, focusing on providing solutions rather than labeling everything as “for menopause.” Additionally, humorous advertising resonates with this group, as it creates a sense of warmth and understanding.
Lastly, the report reveals a deep distrust of extravagant anti-aging claims. Midlife women believe that these products are overpriced and do not significantly penetrate the skin. Moreover, not everyone sees stopping the aging process as the ultimate goal.
In conclusion, the report emphasizes the need for fashion and beauty brands to better represent and connect with midlife women. These women want to see themselves and their experiences reflected in advertisements, rather than being bombarded with unattainable standards of beauty. By addressing these concerns and adopting a more inclusive and authentic approach, brands can tap into the spending power of this significant demographic.
Useful links:
1. BBC: Midlife women ‘feel invisible’ in fashion advertising
2. Behaviours Agency: Marketing To Midlife Women
