KEY TAKEAWAY:  61% of women felt the way women are portrayed in advertising is completely out of touch with who they really are today, while 78% wished that more companies and brands would stand up for women. American women are more comfortable with traditionally masculine characteristics than they used to be, according to the research. Sixty-seven percent of American women ages 16 and older say they are in touch with their masculine side, up from 55% in 2014. (Source: Kantar)

61% of women feel the way women are portrayed in advertising is completely out of touch with who they really are today

  • Forbes has called women over 50 “super consumers …they are the healthiest, wealthiest and most active generation in history.”
  • Women over 50 are the single largest demographic group with incomes over $100,000.
  • If Americans over 50 were their own country, they’d be the third largest economy in the world.
  • According to a 2016 report by Nielsen only 5% of marketing is aimed at women over 50.
  • If there is one thing you need to know about marketers today it is this — we are totally obsessed with collecting data, and totally incompetent at understanding it.

  • Plenty of brands actively target millennials and senior citizens, but one age group seems to be nearly invisible when it comes advertising: women over 40.
  • A survey more than 500 women over the age of 40 across a variety of U.S.revealed that 64 percent of women feel brands systematically underestimate her spending power; 80 percent feel brands systematically underestimate her intelligence; and 84 percent feel brands systematically overestimate her preoccupation with her physical appearance.
  • Women in their 40s felt sexier, stronger and more powerful than ever before and they don’t want to be 25 again.
  • 76 percent feel brands play a negative role in the perception of women over 40 and 80 percent feel brands perpetuate negative gender stereotypes.

dairy-consumer-choicesThe results of the What Women Want: 2016 survey, demonstrate that women are focused squarely – and equally – on improving both personal and financial health in 2016. In fact, nearly two-thirds of respondents (63%) said they anticipate increasing their focus on personal financial management in 2016, and more than half (51%) declared they would rather hire a fitness trainer or nutritionist than a financial advisor, interior decorator or personal shopper in the year ahead.