Let's change the way mature women are perceived.
Women 45-plus don’t yet think of themselves as seniors. So why do we portray them that way? They are the most misrepresented group in marketing. As Gen-Xers are aging into the mature women category, they’re bringing with them a youthfulness, digital savvy, a current sense of style, and more. They’re highly educated, many of them work, and they are uber-influencers when it comes to purchase decisions. Give them the credit they deserve and suddenly you’re building their trust.