DEFIANT

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.