Why are so many brands ignoring women over 40?

A pair weeks in the past I posted on LinkedIn about how one in 4 People is a girl over 40. It was a stunning statistic to lots of people. 50k views, dozens of reshares, practically 1100 likes. This was a quantity that hit individuals. 

25% of People are actually women over 40? Actually. I’ll admit even I wasn’t positive it was true at first. (It’s).

I confirmed my 17-year-old daughter the put up and he or she merely stated, “Yeah, in fact, 50% of the nation is feminine, and 40 is about midway by means of your life, so…that’s 25%. It’s simply math.” And once I noticed it by means of her eyes, she was proper, it wasn’t a giant deal. 


So why was this truth so important to so many others? Why did the concept we even exist gob smack so many of us?

Right here’s the factor: For so long as we will keep in mind there have been so few women over 40 portrayed in promoting and leisure, or celebrated within the highest ranks of enterprise, that now we have come to imagine that’s actuality. We actually assume there are far fewer of us than there are. Consequently, we really feel alone. However we’re not. There are 83 million of us. 25% of the inhabitants. 

Realizing this truth is like that dream everybody has the place you’re in your house and also you out of the blue understand there’s this complete different wing that you just by no means knew existed and it’s thrilling—solely this isn’t a dream. That is waking as much as a actuality that’s eluded us for our whole lives. 

And right here’s the opposite factor. Gen Z is rising up pondering it’s regular to be represented. It’s regular to be counted. It’s regular to be valued and necessary. They are at an age the place they do see themselves. They usually’re anticipating this may proceed over time. 

This technology of younger women and ladies is absorbing the examples we set. 

As an increasing number of women declare their area and maintain onto it as they age, not in a egocentric manner, however in a manner that claims “right here, let me maintain the door open for you, come on in, there’s room for everybody!” an increasing number of position fashions are being created for the generations behind us. Function fashions that remind us that life is a continuum, there’s something new to expertise, to contribute, to be taught at each stage. Function fashions that make growing old one thing to stay up for as an alternative of worry. 

Be mindful, the lives we are residing out loud, in full view, are not sugar coated. It’s not all rainbows and rosé. There are challenges, sorrows, anger, and frustrations. However there’s additionally pleasure and laughter and triumph and most of all, there’s group. As a result of now that we all know we are on the market, now that we all know how many of us there really are, now that we are making ourselves seen and heard, now there isn’t any going again.


Katie Keating is a founding associate and co-chief inventive officer of Fancy LLC, an advert company devoted to elevating what’s necessary to women.