Bauer Media Uncovers The Defiant Woman

Bauer Media Uncovers The Defiant Woman

Bauer Media has unveiled a new generation of Defiant women in its latest insights study.

Amid growing criticism older women have become ‘invisible’ to the advertising industry, Bauer Media embarked on a research journey to understand this idea of ‘invisibility’.

Contrary to the story we are being sold by today’s advertisers and marketers, Bauer Media found a new cohort of women 50-64 who are far from invisible.

INFOGRAPHIC

Only one in three agree ‘I often feel unnoticed and invisible by society’.

These women are supremely confident, recreating social norms, leading the way and showing other women her age what life could look like.

They are ‘growing’ not ‘growing old’.

The research titled “The Defiant Woman”, found a staggering 70 per cent think that advertisers aren’t interested in speaking with women their age and 75 per cent find advertising often ageist.

Brands fail to recognise who these women are and what matters to them.

They focus on a singular view of who she is, often grouping the Defiant woman with women the same age as her mother and ignoring the other facets of her identity.

So it’s no surprise the Defiant woman does not notice advertising or marketing.

Bauer Media’s Story54 general manager, Jane Waterhouse said: “These Defiant Women were born into a tide of rebellion and opportunity, which advertisers and marketers sometimes fail to recognise.

“They are replacing ageing narratives with a new language of celebration and self-love.

“The female economy is worth $28 trillion worldwide. The biggest slice of this market is women over the age of fifty, yet brands are invisible to her.”

Waterhouse added: “We believe there is an enormous opportunity here for brands to connect with this age group of women who are living some of the best years of their lives.”

Bauer Media is dedicated to reflecting these Defiant women through their brands, such readers have long been part of Bauer’s audience.

Each year Bauer Media speaks to nine in ten ‘Defiant’ women across its consumer network.




Please login with linkedin to comment

Bauer Media Defiant Women jane waterhouse

Latest News

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]