I turn 46 this week and I don’t feel ‘middle aged’. I feel as though I’m just coming into my prime. Since turning 40, I’ve become an international speaker, launched two businesses, written a best-selling book and am planning a move to New York in the next decade. I feel as though I’m living a very different ‘middle aged’ life to the generations before me and it seems many women my age agree.
A recent study of more than 500 women by UK based marketing agency, SuperHuman, found that 96% of women over 40 didn’t associate with being middle aged either, yet marketing to women my age is aimed at an old concept of what being middle aged means. So why are brands failing us so badly?