Featuring Anna-Marie Solowij, CEO and co-founder, BeautyMART and Mikella Lowe, founder, Renaissance magazine.

Our fifth episode, or X, explores the Ageless generation and society’s changing attitude towards aging. Earlier this year The Innovation Group released the Elastic Generation: The Female Edit report, which studies the lifestyle and attitudes of women in their 50s, 60s and 70s. These women are ripping up the rule book when it comes to life over 50, redefining how later life looks entirely. The report revealed 91% of women over 50 wish advertisers would treat their generation more like people and 63% resent the continual focus on youth in communications. It’s time brands and marketers reposition their stance on aging, using language (goodbye “anti-aging” term), imagery and narratives that celebrates life past 50.

Listen in as we speak to Anna-Marie Solowij, CEO and co-founder of BeautyMART. Anna-Marie speaks to us about how the beauty industry should speak to this generation and the values that are important to this age group. The second half of the podcast features an interview with Mikella Lowe, founder of Renaissance magazine, based in Australia. Mikella tells us how she aims to change the perception around aging and the positivities of midlife.

Main image: Photography by Pablo Delfos. Model, Patricia Janssen

JWT Anna Marie Solowij
Anna-Marie Solowij
JWT Mikella Lowe
Mikella Lowe

More Next X podcasts:

Episode 1: The future of Women. Featuring Eva Goicochea, co-founder of Maude and Kejal Macdonald, VP of Brand Marketing for Icon at Thinx.

Episode 2: The future of Cannabis. Featuring Ulrika Karlberg, co-founder of Herb Essentials and Jason Lazar, founder of Hemponair.

Episode 3: Generation Z. Featuring Molly Logan, co-founder of School of Doodle and Irregular Labs and Hebh Jamal, a gen Z political activist.

Episode 4: The future of Health and Wellness. Featuring Steven Gutentag, co-founder of Keeps and Afton Vechery, co-founder of Modern Fertility.

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