Sex Shock News! Women Over 40 Still Want It New Study Reveals!
Alright marketers and advertisers, the Mamamia Women’s Network is targeting you to get your heads around how to represent women aged 40 and over in advertising. One aspect being, women over 40 still have sex.
Yep, they engage in coital relations. They have a wee bit of a romp in the sack. They, too, want to feel desired and sexy. While this all may seem obvious, brands need to realise these women have personality, they are not all vanilla, and this personality needs to be injected into the creative, says the latest research from the women’s network.
The research comes as the network gears up to launch its new site Debrief Daily on March 21, a site aimed at women aged 40 and over.
Speaking to B&T, Mamamia’s national sales director, Kylie Rogers, says many women in the 5000 respondent survey admit they are having sex, but no one in advertising is really helping them through that. This pinpoints a clear avenue marketers can go down to target this demographic.
Rogers also outlined how much of the advertising today represents women aged 40 and over as cashed-up and spending their kids’ inheritance.
While it’s true these woman have much of the buying power, admitted Rogers, “none of these women felt like they were a ‘spending my kids’ inheritance’ generation”.
From the women who took part in the survey, more than half said they are offended by ads and sceptical, as they’ve bought many products that haven’t work. “Advertising has lied to them,” says Rogers. “They just want to be loved, spoken to and related to. If you do that, you will get them to open their wallets.”
The research resulted in six key findings – stop telling her how old she is, don’t confuse her with her mother, her time is now, milestones shift her world view, the optimistic preventer and she’s sending you an SOS.
From these findings, Rogers explained how much of the terminology used within advertising today offends women. The first of the points, stop telling her how old she is, is one area that gets them bristling. Marketers and advertisers should never mention a woman’s age. You would think that would be logical though, right?
Beauty brands are privy to this. How many times have you seen ‘anti-aging cream’ and ‘creams for women 50 plus’? Rogers says they shouldn’t do this.
“It’s not about their age,” she said, “it’s about what they’re experiencing and the conditions that they have in that time frame.”
Women too have evolved over the past 50 years, as has everything else, however Rogers says marketers have to stop comparing women today with their mothers.
“They are very different,” she stresses. “Advertisers and marketers need to reframe the stereotype and what these women look like and how they behave. Women today feel really different than their mothers felt at the same age.” However, Rogers continues to explain how there is no stereotype of women for now.
“It’s about authentically relearning who she is and understanding that women of today are multifaceted,” she says.
Marketers also need to be aware that women of this age are not sitting on their arse once their kids have left, they are now getting up and doing things, and the milestones in her life are important to her, so have creative that reflects and respects this.
They are also optimistic preventers, in that they are more adverse to risky situations, but instead of labelling it as ‘risk adverse’, ads should up positive terminology. And finally, women are sending marketers and advertisers an SOS. There are a number of problem areas women are lying awake thinking about at night, such as money, kids’ happiness, retirement, and these are needs marketers targeting these women need to address.
Please login with linkedin to comment
Advertising Standards Bureau AMMI Disney Princesses Royal Carribbean CruisesLatest News
An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You
Look, it's top tips to mastering hypothesis-based marketing that mercifully doesn't require revisiting Year 12 maths.
Tuesday TV Wrap: Home And Away Tops Entertainment But Ninja Warriors Beats MasterChef And Big Brother
Seven’s Home and Away Took out top spot in the entertainment category, scoring 650,000 viewers according to OzTAM’s metro data. It was followed by The Chase, which had 597,000 viewers. Both rated better than the networks’ flagship entertainment programs, which were scheduled for the prime-time slot of 7.30pm. Nine’s Australian Ninja Warriors came out best of that […]
TV Reporter’s Vox Pop Ruined By Man Repeatedly Throwing Up
The coronavirus lockdowns have been enough to make anyone sick in the guts and that appeared to come true on a recent report on Britain’s new news channel GB News. GB News reporter Anna Riley had stopped a man on the street in Hull in England’s east to garner his views on the government’s attempts […]
CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns
A survey conducted by CouriersPlease (CP) has found that four in five Australians want small retailers exempt from closing shop during future lockdowns. Leading parcel delivery service CP commissioned a survey of an independent panel of just over a thousand Australians to gauge consumer sentiment on Government-mandated business closures. CP found that three in four […]
Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition
Nolan Yu and Max Learmont had been awarded Gold at Cannes Young Lions Live. Yu, senior account manager at OMD and Learmont, senior strategist at Speed, were awarded for their ‘Wake Up To A Better World’ campaign. Placing Silver was Japan, and Bronze was Portugal, while the shortlist also included Norway, Columbia and the UK. […]
Melinda Geertz Steps Down As Leo Burnett CEO, Emma Montgomery To Take Reins
After three decades, Melinda Geertz has stepped down as Leo Burnett CEO.
Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]
Cresta’s Awards See Upturn As Ad Spend Starts To Return
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]
Ashley Madison Shifts From Shock To Female Empowerment
Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]
Facebook Announces Plans For World’s Largest Shoppable Social Media Platform
Gerry Harvey meanwhile has sworn to build his own social network in retaliation to Facebook stepping on his turf.
Clems Melbourne Snares Charlotte Stevens To Head Myer Business
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
Microsoft Reaches $US2 Trillion Value As Apple Eyes $US3 Trillion
Do you ever regret not studying computer science at uni? Probably not... but perhaps you should.
Facebook’s VR Ad Play Hits A Snag
VR still hasn't truly taken off yet and we blame that awful Ready Player One film.
Reports: Google Draws The Ire Of EU (Again)
B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.
PubMatic Secures Data Partnership With HYP Technology
Think of data partnership news as being similar to celebrity hook-ups, just without weird combined names like Bennifer.
Publishers Cash In On EOFY Sales
Where are these same sales when you have to buy gifts for loved ones during Xmas, we ask?
Flybuys & The Trade Desk Help Connect Online & Offline Sales With New Partnership
Connecting online and offline data can now be as easy as serving a Woolies roast chook for dinner with this new deal.
Household Targeting’s Role In The Cookieless Future
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]
Cartelux Extends Agreement With MINI
This should come as good news for all 'Small Car Only' car spots in shopping centres.
“Bots Are Programmed To Sell, Not Care!” AI & Algorithms Roasted In Creepy Robot Ad For US Travel Brand
If The Terminator taught us anything, it's not to start a fight with the robots.
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
This investigation may seem hard-hitting, but just wait till we tell you what Bakers Delight does with its finger buns.
Mega Sports Blunder Wrap! Testicles, Streakers, IKEA’s Ronaldo Stunt & What’s Under A Scotsman’s Kilt
B&T's condensed a week of sports disasters into this handy read. Stranger still, it's sans any NRL players whatsoever.
HEADS UP: Entries For B&T’s Best Of The Best Awards Close This Week!
B&T’s Best Of The Best Awards close this Friday! So don't prove yourself the fool of the fools by missing out.
Fiftyfive5 Expands Local And Global Talent With 45 New Hires
Insight-led consulting business Fiftyfive5 reports continued growth with 45 new hires between June 2020 and June 2021 across all geographies and levels, bringing the agency headcount to 147.
Ben Roberts-Smith’s Defamation Trial Put On Hold While He Awaited COVID-19 Results
Yes, the Ben Roberts-Smith defamation case sent to run for weeks amid reports Ben's already run out of ties.
Samsung CMO Josh Grace Among Several To Exit Tech Giant’s Corporate Marketing Team
Samsung CMO Josh Grace announces departure. Can now reveal he was secretly watching Apple TV the entire time.
Everything You Need To Know About The New DDO Laws & How They Will Affect Your Marketing Campaigns
Here's all you need to know about the new DDO laws. That's design & distribution obligations, not Doris Day's obituary.
Shopper Media Expands ISPT Partnership To 20 More Shopping Centres Nationwide
Shopper Media, Australia’s fastest-growing retail out-of-home media company, today announced its expanded partnership with ISPT that will see it install 230 screens across a portfolio of 20 shopping centres nationwide.
