TThe majority of consumers Forbes calls “super consumers” feel invisible to brands, according to a new report released following exclusive research.
The Behaviors Agency’s detailed report also shows that only 7% of middle-aged women aged 45-60 think they are very well represented in advertising and 62% think advertising aimed at them rarely shows anyone. ‘one with whom they can identify.
Citing the research findings, Sue Benson, chief executive of The Behaviors Agency, points out:
“Our research has shown some of the ways brands and retailers can improve their communication with this cohort of women that Forbes calls “super consumers,” due to their spending power and the huge changes happening in their lives – which results in them looking for new products that suit them.
“One of the key findings is that midlife brings about an awakening for women, due to a pervasive “shift” where personal needs take precedence, alongside a greater understanding of the value of the present and the importance of life. ‘development. And it’s a huge opportunity for brands to get it right.
“For example, 35% reported switching skin care, cosmetics and hair care products because their skin/hair changed; 42% changed their diet and bought more nutritious foods and 35% exercised more.
“Yet these women do not feel represented in the brand’s advertising and do not even trust the claims made there.
“Overall, women expressed a strong desire for more diverse and realistic representation that reflects their own lives and challenges.
“Giving their opinion on advertising, only 7% say they feel very well represented in advertising. 24% said “good”, but a third (32%) thought “not well”, with 7% not at all and 25% not very well (37% were not sure).
“One of the biggest concerns expressed by middle-aged women is the lack of role models and representation in advertisements. They argue that the absence of women of their age group in advertising reinforces harmful stereotypes and unrealistic beauty standards. This perceived invisibility only compounds the pressure many middle-aged women feel to conform to society’s ideals.
“Many women feel that brands primarily cater to younger generations, perpetuating stereotypes that do not reflect their interests, values or aspirations. As a result, they feel marginalized and undervalued by the marketing industry.
“72% are skeptical of claims made in advertisements. 75% think adverts focus too much on appearance rather than overall well-being and 72% believe adverts often set unrealistic beauty standards.
62% believe that advertising aimed at them rarely shows someone they can identify with.
Summing up the feelings of this audience, Louise Baker, a 50-year-old professional from Manchester, commented on the issue by saying: “We are not invisible; we are simply ignored. It’s frustrating that the marketing world seems to think that the only things middle-aged women care about are anti-aging creams and laundry detergents. We have diverse interests and we want to see ourselves reflected in the advertisements we encounter every day.
They also believe that the increased dialogue around menopause is confusing and quickly becomes “noise”.
“Of course, menopause was a huge factor in these women’s lives – but they were quick to point out that they didn’t want it to define them, which is something many brands are guilty of. To successfully reach and resonate with this key demographic, we need to look beyond “menopause.” Menopause is just ONE of the reasons this cohort feels invisible.
“41% said there was not enough help and information about the menopause, 34% said the level of help was about right and 17% said it was difficult to determine what information is useful or useful. 8% simply feel overwhelmed by the information out there – so much so that it has become noise.
“The women we spoke to told us they wanted menopause-related products and communications to be approached in a more subtle way, focusing on solutions rather than labeling everything as ‘for menopause.’ This can feel pigeonholed, alienating, or like a brand is jumping on the bandwagon.
The research also found that although they are increasingly stereotyped as “struggling” with menopause issues, in fact, change beyond menopause is the dominant and unifying narrative in women’s lives. mature age.
“Although the cohort of midlife women is extremely diverse, change is a universal theme that emerges throughout our study – from changing personal circumstances (divorce, changing careers, children leaving home and taking care elderly parents, etc.) and physical and hormonal changes (due to menopause), to changes in attitude in life in general.
“These changes are accompanied by a natural shift in purchasing behaviors, as consumers seek new products, solutions and habits that suit their new outlook or physical appearance.
“We found that 42 percent of middle-aged women have changed their diet or are purchasing more nutritious foods; more than a third (36 percent) have changed their skin and hair care products; 35 percent are now exercising more and a further 35 percent have purchased new clothes to suit their changing figure.
“There is huge potential for brands to harness this spending power and ability to find new solutions – if targeted correctly. »
They do NOT adopt an unhappy attitude about menopause-related changes and foods.
Both quantitative and qualitative elements of The Behavior Agency’s study revealed surprising findings regarding self-care and happiness among midlife women. The very varied ways in which people cope with change were clearly demonstrated when examining how active women were in managing their own health.
There is a distinct YOLO spirit among many others. Nearly half (43%) believe the necessary changes associated with quarantine have improved their lives.
“I’m just not sure that ‘society’ and corporate decision-makers who are trying to attract mature women are really listening to women’s real attitudes toward midlife.” , says Sue.
“Of course the increase in information about the menopause is positive, no one can criticize the efforts to recognize how the symptoms can affect women going through its different stages, but one of the main findings of our research is that it There are huge differences in how people react to the hand they’ve been dealt and the changes they see.
“When we started this project, we really thought that menopause would be “the” big topic on all women’s lips. But that really wasn’t the case, the spectrum of change is so vast that it becomes just one of the stories and not the only one.
To download the report, visit The Behavior Agency website.
