Gen X women are living longer and are focused on increased longevity. Throw in their financial affluence and influence as being the most powerful demographic on the planet with a rebellious determination to not get aged out, this group is a force to be reckoned with. Despite all of this, 50%+ feel they are largely invisible as a consumer demographic.
With a growing population of people over 50 (Gen X & Boomer) fresh consumer opportunities and markets are starting to emerge. Every company should have a strategy for tapping into the needs, wants, and buying power of older customers. We call this Longevity marketing and planning. In his previous article, Paul Irving discusses the advent of of internal, employee-focused longevity strategies
The fashion industry has ,gratefully, got it’s head around diversity putting a heavy full stop ethnicity, body shape and models that haven’t been fed greens and water. But there remains one stone that still needs upturning. Age inclusion. Now model agencies are starting to do something about it. We feature those that have impressed us from across the globe starting
Considering it thrives on selling ‘anti-ageing’ , the beauty sector continues to ignore women over 40 let alone 50+. Only 5% of beauty advertising features Gen X and Boomer women yet they command over 40% of all beauty spending. It just doesn’t make sense. Larissa Jensen, vice president and beauty industry adviser at Circana, says that Gen X is a “highly
We’re the specialist Gen X female founded collective matching modern brands and retailers with Gen X marketing experts to create content that connects with the female 50+ Super Consumer