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,...

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