Many brands seem to be stuck on the idea that the only time older women should be cast in marketing campaigns is when it’s to sell something very specifically aimed at that audience — like incontinence pads, denture fixative or over-50s dating websites. For everything else it’s business as usual, i.e. believing that it is only by worshipping at the temple of youth that brands can get consumers to associate them with having fun or being funny, sexy, healthy, successful and all those other qualities which help shift product. There’s a growing body of evidence that by relegating midlife women to a few niche categories, lots of brands are missing a trick.
Research conducted by Impero formed of in-depth interviews of midlife women’s opinions concerning the state of advertising, found that they largely feel underrepresented and patronised by brands. And more anecdotally, if you look around you can see that midlife women are having a huge impact on culture. TikTok is a great example. The platform which, more than any other, is perceived as belonging to Gen Z, is starting to see older women like Trinny Woodall and Caroline Hirons gaining dominance.
One theory to explain this is that, in a world where the trend cycle is now so short — sometimes lasting just a few weeks — women who’ve seen the barrel-leg jean become fashionable for the second or third time are a far more reliable source for how to dress stylishly, than those who are on their first sheer black tights rodeo. Another is that an older woman’s more timeless approach to clothes and makeup is a refreshing novelty for younger audiences, who get the feeling they’ve become slaves to the platform’s endless trends. And then there’s a linguistic trend: the growing use of ‘mother’ as a term to honour the women whose presence in culture provided succour in some sense — regardless of whether the woman in question has children or not. In fact, The New York Times recently declared: ‘Gone are ‘Daddy’ days. These are ‘Mother’ times’.
Given the cultural reappraisal of midlife women, why aren’t brands doing more to feature them in campaigns for cool stuff?
Of course, there are some exceptions — like Beyoncé’s recent turn in the remake of Levi’s legendary ‘Laundrette’ ad — but these are few and far between. The majority of casting seems to be done in the belief that middle-aged women have no sway beyond their own demographic. When in reality they’re entering a highly exciting chapter of their lives, one full of an abundance of re-acceleration and self-actualisation, as they refocus on their own happiness and career — and not to mention with much deeper pockets.
The flip side of the same coin is brands which overlook midlife women; in spite of them being their core customer base. Older women often out-earn their younger counterparts and enjoy more disposable income — but the luxury brands they’ve earned the right to buy tend to cast younger faces in their campaigns. Of course, there are exceptions, like Loewe’s use of 54-year-old Sue Kroll (the marketing supremo at MGM Studios), but they are outweighed by the rules; like Charli XCX’s signing by Acne Studios and Converse, and Margot Robbie replacing 49-year-old Marion Cotillard as the face of Chanel No.5.
The bottom line is that age is not an identity — and midlife women deserve better than the outdated stereotypes that have long defined their portrayal in popular culture and advertising.
Brands have an opportunity to be part of this cultural reappraisal, to elevate midlife women beyond age-specific products and embrace them both as powerful influencers and valued customers. Doing so not only reflects the realities of today’s culture but also taps into a demographic that is ready and willing to invest in brands that understand and respect them.
Featured image: Levi’s / YouTube