Brands Continue to Overlook Women Over 40 as a Group Worth Marketing To

Imagine how buying would increase if they were actually targeted by campaigns?

In the middle of the picture is a grey haired woman wearing glasses; behind here are a bunch of people engulfed by their phones
Brands are dropping the ball by missing out on this consumer segment. Getty Images

It is no secret that women hold the keys to household spending. And despite earning 80 cents on the dollar (and far less for women of color), their share of personal wealth in the U.S. keeps increasing—to about 60 percent—meaning they will have close to $22 trillion (that is not a typo!) by 2020. Women are living longer and better. They are not taking the increase in life expectancy and stretching out old age with more bingo and birdwatching; they are taking advantage of it now. Women have never been more engaged, more motivated, more in control of their lives than ever before. And brands are missing out.

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Katie Keating is co-founder and co-CCO of Fancy.