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with our focus on women 40+ we are making the invisible, visible.

Quick! Name your favorite ad targeting and starring women over forty. OK, fine, how about any ad targeting and starring women over 40. Targeting or starring? Yeah. Didn’t think so. The reality is that even though this group feels younger, sexier, and cooler than they ever expected, brands are not keeping up. Women over 40 are more engaged, more motivated, more in control of their lives than ever before. Oh, and they have money. Brands that don’t recognize this are missing out.

 

 a taste of the fancy 40+ survey

We surveyed 500 women over 40 regarding their feelings about advertising and marketing, what brands were getting right, and not so right. Women in cities, the suburbs, and the country. Women who are home with the kids, and women who are the primary earners. Women of all ethnicities and salary levels. Women who are married, unmarried, with children and without. Women in lots of different life circumstances. Turns out they had a lot to say.

 

“Brands don’t seem to have captured the “ageless” feeling that a lot of us feel. Ads for women 40+ are about slowing down... not living incredible lives that we’ve earned and can afford.”

- Fancy Over 40 Survey Respondent

Watch as Fancy co-founder and co-chief creative officer, Erica Fite, distills the findings of our survey into actionable insights brands can use today to increase their relevance with this powerful consumer group.

Watch as Fancy co-founder and co-chief creative officer, Erica Fite, distills the findings of our survey into actionable insights brands can use today to increase their relevance with this powerful consumer group.