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Unlock the Age of Opportunity

We help brands better understand and connect with women over 40 to unleash purposeful growth.

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It’s not all Millennials and Gen Z. The real age of opportunity is 40+.

Unrivalled super-consumers

Women over 40 control 95% of household budget.

Untapped market

£15 trillion in spending power.

Under-served audience

Strong demand for better comms, products and services.

Reaching new customers

Solution

Age connect

Helping your brand reach and connect with a new target audience. Get actionable insights into consumers aged 50+: what they want and how to reach them.

Insight and positioning

  • Access accurate insight and representation of this valuable audience, in your brand positioning, product development and creative campaigns.
  • Clearly define and articulate your positioning, to stand out from competitors.

Growing your portfolio

Solution

Age develop

Get expert NPD guidance to develop age-positive products that tap into vast, untapped demand.

Proposition development

  • Gain insights into your audiences needs and aspirations, and how your products and services can address them, to enhance sales and loyalty.
  • Market existing products or services more innovatively by making this audience central to your campaign, product or brand.

Attracting and retaining talent

Solution

Age talent

Identify how to avoid brain drain and build an age-positive culture that draws on decades of expertise.

Employee brand development

Specialist knowledge and insight for C-Suite, Internal Comms and L&D, supporting you to:

  • Leverage the cultural value of age as the aspirational place to be.
  • Build your Employer Brand on the value of age to attract the best talent.
  • Recognise the specific challenges for women at perimenopause and menopause
  • Develop and retain internal talent with leadership and coaching programmes for women aged 50+.

Solution

Age connect

Helping your brand reach and connect with a new target audience. Get actionable insights into consumers aged 50+: what they want and how to reach them.

Insight and positioning

  • Access accurate insight and representation of this valuable audience, in your brand positioning, product development and creative campaigns.
  • Clearly define and articulate your positioning, to stand out from competitors.

Solution

Age develop

Get expert NPD guidance to develop age-positive products that tap into vast, untapped demand.

Proposition development

  • Gain insights into your audiences needs and aspirations, and how your products and services can address them, to enhance sales and loyalty.
  • Market existing products or services more innovatively by making this audience central to your campaign, product or brand.

Solution

Age talent

Identify how to avoid brain drain and build an age-positive culture that draws on decades of expertise.

Employee brand development

Specialist knowledge and insight for C-Suite, Internal Comms and L&D, supporting you to:

  • Leverage the cultural value of age as the aspirational place to be.
  • Build your Employer Brand on the value of age to attract the best talent.
  • Recognise the specific challenges for women at perimenopause and menopause
  • Develop and retain internal talent with leadership and coaching programmes for women aged 50+.

Gen M

Unlocking the menopause market with Gen M

Elle Sera

Empowering women with Elle Sera

Illamasqua

Pioneering ageless marketing with Illamasqua

The future is going to look different for older women. Discerning ‘Superconsumers’ are loudly rebuking brands for failing to serve their needs. In addition to physical needs, the emotional shout-out is for brand and media representation of mid to later life as long, powerful and aspirational. As important a cause for brands to lead the way as any other.

Claire Lowson

Consultant

The Age of Opportunity starts now

Get in touch to discover how we can help your business unlock new opportunities through age-positive business.

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