Why brands are underestimating the cultural power of older women
Aside from potentially costing them billions in lost consumer spend, brands’ failure to accurately represent the lives of older women means they are missing out on this demographic’s power as influencers on younger generations.
Nearly three quarters (71%) of women aged 55-65 years old say they simply don’t see themselves in advertising. This insight was uncovered by Jane Cunningham and Philippa Roberts, co-founders of consultancy PrettyLittleHead (PLH) and authors of Brandsplaining, who are striving to shine a light on how modern marketing misunderstands and misrepresents older women.
