Our Mothers, Ourselves
Fancy POV Katie Keating Fancy POV Katie Keating

Our Mothers, Ourselves

Have you all seen all the hullabaloo about the new "Not Your Mother's Tiffany" campaign? Wowza is there ever a lot of passion around that! The good news is that Tiffany certainly learned it had a lot of fans. The bad news, of course, is that all of these people are now royally pissed off.

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1 in 4 americans is a woman 40+. Surprised? I was.
Fancy POV Katie Keating Fancy POV Katie Keating

1 in 4 americans is a woman 40+. Surprised? I was.

For as long as we can remember there have been so few women over 40 portrayed in advertising and entertainment, or celebrated in the highest ranks of business, that we have come to believe that is reality. We literally think there are far fewer of us than there are. Consequently, we feel alone. But we’re not. There are 83 million of us. 25% of the population.

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Aging: Finally Coming of Age
Fancy POV Katie Keating Fancy POV Katie Keating

Aging: Finally Coming of Age

Aging is nothing new.

We beings have been doing it since time began. Time passes. We get older. No matter if we’re trees or humans or horses or plankton.

Women, especially, have internalized a societal directive that says stop it, slow it, avoid it, hide it at any cost for, basically, ever.

And that’s powerful.

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Half of mothers Over 40 Think Brands Don’t Get Them.
Fancy POV Katie Keating Fancy POV Katie Keating

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.”

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Women Over 40: Is this a Moment or a Movement?
Fancy POV Katie Keating Fancy POV Katie Keating

Women Over 40: Is this a Moment or a Movement?

Here’s the thing though: women over 40, 50, 60, 70, etc are not having a moment. They are accelerating a movement. They are not fading into the background, quietly retiring (as if!) and re-doing the living room drapes. Women have never been more engaged, more motivated, more in control of their lives than they are today.

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Women over 40 aren’t who you think they are.
Fancy POV, Fancy research Katie Keating Fancy POV, Fancy research Katie Keating

Women over 40 aren’t who you think they are.

80% of women over 40 feel younger, cooler, or sexier than they expected they’d feel at this age.

Eighty percent. That’s a lot of women who aren’t interested in reliving their youth (misspent or not!). That’s a lot of women who are looking forward to life, not back at it. And, that’s a lot of women who aren’t going to be influenced by advertising playing (and preying) on their insecurities, fears, and anxieties.

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Let’s be honest here.
Fancy POV Katie Keating Fancy POV Katie Keating

Let’s be honest here.

Women over 40 have seen and heard a lot. They’ve been bombarded by messages from advertisers, Hollywood, magazines (because women over 40 actually read magazines!), men, mothers and mothers-in-law. They’ve received criticism masquerading as advice. Advice sold as a must-do. And opinions laid out as fact. 

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hey mama, we know you’re more than a mom
Fancy research, Fancy POV Katie Keating Fancy research, Fancy POV Katie Keating

hey mama, we know you’re more than a mom

Motherhood can be defining. It can be exceptional. It can be transformative. It isn’t everything. The pre-motherhood self does not simply evaporate, replaced by selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are. That person is still in there. And advertisers would be wise to appeal to her.

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Brands: here’s How to talk to women over 40.
Fancy POV Katie Keating Fancy POV Katie Keating

Brands: here’s How to talk to women over 40.

Here’s what’s true: women over 40 have money -- and they spend it. They’re not afraid to try new brands, and when those brands work for them, they stay loyal. Not only that, but they tell their friends about these brands and give them to each other as gifts, creating a virtuous cycle of new customers and fans over 40.

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