Midlife women have untapped value that brands can harness.  But to know how we must truly understand them.

And knowing how to help requires:

• Understanding the diversity of women in this complex group and what got them here
• Appreciating that change is the defining feature of this stage, and everyone copes or embraces this differently
• Realising the importance of confidence, where it is lost and the consequences to marketers
• Knowing how they want to be represented and what will resonate better
• Unravelling their deep-seated motivations that drive their behaviour

This report takes each of these subjects in turn so marketers can find richer, more relevant and pertinent ways to engage with them.