Women in their 50s, 60s and 70s are upending the status quo, defying expectations and ditching tired stereotypes. Their liberated and candid approach to life has driven a recent dialogue shift in how brands and marketers approach this vibrant generation. “For a multitude of reasons, the world—especially the advertising world—has decided that at 50 you are no longer worth addressing,” said Susan Feldman, founder of lifestyle site In The Groove. “This may have been true in the past, but today women want to be in the know and feel relevant. Age-defying women are ready to engage and looking for more.”
Last year, we charted how the women of this Elastic Generation brought menopause into the mainstream. Following on that momentum and seeking to improve the experience for an increasingly tech-savvy consumer base, new digital-forward resources and tech-enhanced products are revolutionizing menopause treatment.