Brands: Here’s how to speak to women over 40

Marketers either ignore women over 40 or speak to them like they’re all exactly the same

Nov 02, 2020 03:50:00 AM | Article | Katie Keating Share - Share to Facebook

It’s not our fault. 

Marketers have been obsessed with reaching 18 to 35 year-olds forever. (If we’re being honest, it’s more like 18 to 29 year-olds.)

Youth has always been synonymous with coolness and desirability, and with that comes the power of trendsetting. Young people are aspirational, and older people want to be younger so they can be less stressed, and enjoy freedom and adventure. 

Or that’s what we were told, or just assumed. 

Here’s what’s true: women over 40 have money—and they spend it. They’re not afraid to try new brands, and when those brands work for them, they stay loyal. Not only that, but they tell their friends about these brands and give them to each other as gifts, creating a virtuous cycle of new customers and fans over 40. 

Women over 40 love products that are created for them. Hair care brands Better Not Younger and Hair Biology launched recently to address the specific needs of women’s hair as they age. A number of intimate wellness brands help with the changes women’s bodies go through as their hormones shift over time. These brands are welcome and a long time coming, but women over 40 are more than just coarse hair and hot flashes. 

Believe it or not, they buy tequila, tampons and technology. They bank, renovate and drive. They need tires and air conditioners and plane tickets (well, someday...we can dream, right?). There are lots of ways to show this affluent, interesting and intelligent demo that you understand its nuances. 

Here are five suggestions to get you started.

To earn the loyalty of women over 40, brands need to recognize that we’re not all the same nor defined by our age. Create work that speaks to that.


Katie Keating is founding partner and co-CCO of Fancy in New York.

 

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