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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Something to think about:
Fancy research Katie Keating Fancy research Katie Keating

Something to think about:

Women over 40 see themselves presented in very specific roles, if at all. Many of the women we surveyed said that outside of anti-aging and pharmaceutical ads they really didn’t see anyone their age, and even those women didn’t reflect the way our respondents see themselves. Which, in case you’re wondering, is pretty awesome.

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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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