“I’d like to introduce you to who we call the Defiant Woman. And right now, she doesn’t give a shit about you.”

I was rattling around the kitchen this morning, making a coffee and listening to ABC Sydney. Wendy and Robbie had a guest on, one who I adore.

I was lucky enough to work with Jane Waterhouse over the years and she is the most genius brain in publishing.

Jane is the General Manager of Bauer Media and has spent the last fifteen years trying to re-educate brands about women.

During its study, Bauer spoke to 1255 women of which 655 were aged 50-64, with the aim of exploring how and why they had become so invisible to marketers. But to the surprise of researchers, far from finding a segment of society who were “growing old”, they discovered a group of people who were adventurous, supremely confident and living life to the full.

Moreover, they have money to spend, and the desire to spend it.

“They are the most financially stable they’ve been in their lives and they’re actively seeking products that help them grow, not to age, but to grow as women and they’d like to spend their money,” Waterhouse said.

As Bauer dug deep, the behavioural traits, interests and life perspectives that emerged became unrecognisable from the imagined world of the uninformed marketer.

Addressing marketers, Waterhouse said: “I’d like to introduce you to who we call the Defiant Woman. And right now, she doesn’t give a shit about you.”

In a further insight that should strike fear into marketers, the study concluded she possesses “the strongest bullshit radar possible”.

https://mumbrella.com.au/women-over-50-are-wealthy-savvy-and-happier-than-ever-585549

Recently I worked on a proposal for a job that I really wanted to get. I was ENTHUSED! It was the perfect fit for me and my readers, and got all the green lights and ticks from my side. The client had a change of mind and wanted to use hot young instagrammers instead….

And to be honest my first reaction was…

And then I got super pissed off. But why? Because some 30 year old man in a suit in an office had rejected me? Maybe, but the fact that a fifteen year old who is trying to flog me anti-aging cream is just not relatable to me. (This particular job was not a beauty product FYI) It is just that a 30 year old man in a suit in an office has no fucking idea about talking to women over the age of 40.

Mrs Berry and I have a successful podcast called The Hot Flush. We cannot find a sponsor for it. So is this weeks episode, we came up with our own!

I hope you enjoy it.