Mar 12, 2017 | By Cassandra Napoli
Big data meets consumer insights. Experience WGSN.
Is your current brand or ad campaign completely tanking with female consumers? Well a new female-led marketing agency has landed, and its main aim? Helping brands communicate effectively to the female consumer.
Enter: SuperHuman, which describes itself as a new breed of strategic marketing agency that aims to better connect brands with women, launched this week with founding clients Charlotte Tilbury cosmetics and 9Bar. And it had also unveiled a survey and report that shows marketers are failing to connect with middle-aged women.
The report, ‘The Invisible Middle’, highlights that, at a time when women are in the prime of their life, they feel at worst misrepresented by many youth obsessed brands, media and society. Some 74% of survey respondents said the cult of youth obsession is damaging to society as a whole.
And 81% feel that society’s assumptions about middle-aged women “do not represent how they live their life”. More women than not also fell there is a lack of role models for women aged 40-plus.
The report says that, although middle age is a time of growth and coming of age, it is also a life-stage that comes with negative associations, meaning that women don’t seem to like being described as middle-aged. Only 4% of women it surveyed felt ‘middle-aged’ and as many as 75% didn’t identify with middle age or with the associations of this life stage.
But while that could be seen in a negative light, the fact that 67% believe middle age starts later – at 50, not 40 – could also be a positive sign with women feeling younger for longer.
This view is borne out by other findings of the report. While the gender gap remains a hot topic it appears the generational gap is closing. Many 40-plus women today look, feel and live differently than the generation before them, with 84% using products and services aimed at younger women. And most (90%) consider themselves to have a much younger style and attitude than their own mother’s generation at the same age.
SuperHuman has been created by Red Bull and Bacardi veteran Sandra Peat along with IPG agency creative director and Cannes Lions judge Rebecca Rhodes to fill what they see as an urgent gap in the market.
“Women dominate the consumer economy, controlling 85% of global spend and yet quite often brands overlook the psychology of gender and rely on outdated female clichés and stereotypes,” said Peat.
SuperHuman is not the first company to see the gap in the market for Generation X women. Fashion brand Debenhams and lifestyle website The Midult have built their companies targeting the 35-55 age group. Slowly this female consumer is getting more recognition, as society wakes up to the power of these women’s opinion and their spending capabilities.
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