Interestingly for brands pitching their wares at women over 40, the ladies surveyed say they often feel misrepresented in the media and advertising. They feel they are unfairly portrayed as ‘old’, ‘invisible’, or ‘unfashionable.’ Today’s grown up girls pride themselves on keeping up with trends, presenting themselves well and contributing to all facets of society. The strong message they have for the world is ‘underestimate us at your peril!’
These women have given life, love and care to others for decades, and they’re not embarrassed about their age or how they look. It is an inspirational message for younger women, and is reflected in strong inter-generational relationships, where young women see their mothers and grandmothers as role models and friends.
Feeling good about the person you are and feeling healthy reflects in one’s attitude, health and energy level. Most of the women who responded said those around them make them feel loved and respected, but beyond their close circles, they feel less important to society. They felt that when it comes to public transport, in retail or in restaurants, they are often not treated as well.
However, they feel the emergence of more strong and inspirational women in the age group is bound to change these attitudes – Dame Helen Mirren is often cited as a smart, well dressed and successful lady by all age groups.
Older women are more supportive of one another – they are interested in vibrant ladies of all ages, no matter their size shape or occupation. So, take a moment to celebrate the beauty, vibrancy and character of the ladies in your life – wrinkles and all!