The female economy is worth $28 trillion worldwide. The biggest slice of this market is women over the age of fifty. Yet brands are invisible to her.

Bauer Media’s latest research “Defiant” reveals the mindset of a joyful generation, defying traditional expectations. It looks at her aspirations, her outlook on life, her hobbies, what she’s after, and where she’s at in her life right now. Findings from the research uncovered a significant cohort of women over 50, replacing ageing narratives with a new language of celebration and self-love.

Discover more of these findings and understand how to get the attention of the Defiant woman by requesting a presentation from the Story54 team.

A powerful podcast on the raging bias of ageism in marketing, agencies and media


A CMO, a creative and a publisher talk frankly on the raging bias of ageism in marketing, agencies and media. Jane Evans created the Tim Tam Genie campaign and the James Squire beer brand. In her early 50's she applied for 180 agency jobs and got three interviews. Nicole McInnes was a digital marketer writing website code when the internet arrived. As a late 40's former CMO at Dell, Pandora, OVO and eHarmony, she now hears constantly that digital is for the young and hip, targeting the young and hip. Jane Waterhouse says a Facebook feed for a 50+ woman is loaded with ads for retirement villages, incontinence pads and life insurance. Depressing. The solution?