Why brands are struggling to engage with women aged over 50

A study by Bauer Media Australia found "Defiant Women" aged between 50 and 64 are being ignored and misunderstood by brands.

There are 2.4 million women between the age of 50 and 64 in Australia who, despite rarely being reflected in advertising, are far from invisible.

Advertisers and brands are the ones falling off the radar in the eyes of this cashed-up group of women, according to research by magazine publisher Bauer Media Australia.

Quoting Jane Evans, founder of The Uninvisibility Project, which aims to raise the profile of women over the age of 50. Addressing the audience at Mumbrella360 (Sydney, June 2019), Jane Waterhouse, general manager of Bauer’s in-house agency Story54, said: “We are now looking at the first women in history who...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands