Think again about aging

Think again about aging

Meet the needs, support the ambitions of the new midlife women who feel happier, wiser and more self-confident than in any other period in their lives.

Think again about aging

Meet the needs, support the ambitions of the new midlife women who feel happier, wiser and more self-confident than in any other period in their lives.

Women in their 50s, 60s, and 70s are now living according to how they feel rather than how they should feel. Their lifestyle is not governed by their age but by their values and the things they care about.
As decision makers these women are reinventing life past 50. They feel happier, wiser and more self-confident than in the past.

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Lyn Slater, Poppy King Lipstick Queen

They have an unmistakable earning capacity, many working well into midlife, others reinventing themselves to embrace new forms of entrepreneurship. Designers and marketing specialists have begun to acknowledge the potential in this market, but this generation of women is still greatly underrepresented vis a vis their spending power.

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Lyn Slater, @unsplash.com, Sonia Heilbron

In their later years of life these women are less oriented toward seeking satisfaction from achievements, and more oriented toward seeking fulfilment in interpersonal connections, finding community, and being a part of things that benefit the greater good.

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Poppy King, Sara Jane Adams

Married or single, working or not, these women are redefining the negative stereotypes about them when it comes to technology. Posting on Instagram reinforces a sense of solidarity that may have been missing elsewhere in their lives. They are indeed asserting their presence on social media subverting notions of what “beauty” and “old” looks and feels like.

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