Why Advertise to Women Over 40 If They Are Already Buying Your Product?
It’s a lot less work (and less money) to keep a customer loyal and coming back than it is to seduce a new one.
Here are several more good reasons to continue advertising to women over 40, even if they're already loyal to your product.
Welcome to the New Age of Aging
Pretending there's an alternative to aging is getting old. And women are over it. as advertisers and marketers, we have a choice. We can reinforce stereotypes, keep repeating what’s been done, or we can use our influence to push culture forward. Fancy is here for it. Are you?
Where Have All the Women Gone?
We cannot accurately portray women of any age without hearing and seeing them. Advertisers must seek to understand women, commit to accurate representation, and then roll up their sleeves and do the work.
As our research revealed, women over 40 are thriving. They feel wiser, sexier, more confident, more powerful, more energized, and, paradoxically, younger than ever before, and yet they do not see their experience in ads. Often, ads targeting them focus on products for aging, slowing down, or desperately seeking ways to look and feel younger.
Women over 40 are different
A woman over 40 is anything but typical. So brands, when you’re considering broadening your focus to include her, be sure to really include who she actually is, how your brand can connect to what is important to her, and the kind of difference you can make for the life she’s living.
Half of mothers Over 40 Think Brands Don’t Get Them.
When Fancy surveyed nearly 500 women over 40, we asked the moms whether they felt that advertisers understood their experience of motherhood. Over 50% said no. In the advertising world “mom” = “harried woman, 25-35, with toddlers through grade-schoolers, trying to hold it all together.”