Midlife Women: The most powerful market force you're still overlooking
- Nicole Munsey
- Mar 27
- 2 min read
Download the PDF of this Morning Light Strategy POV.
Midlife women are driving trillions in spending. Why are they still missing from the strategy room?
Midlife women control up to $15 trillion in spending power, but only 1.5% of digital ads feature women over 50. Sources: Nielsen, Forbes, Creative X Gender in Advertising Report 2024)
This isn't just a representation gap - it's a revenue gap.
Midlife women influence the majority of decisions across categories, including:
Household finances
Home purchases
Auto purchases
Healthcare
Travel
Source: Yankelovich Monitor & Greenfield Online (Girl Power Marketing)
The most overlooked car buyer.
Midlife women are buying, and influencing, vehicle decisions at scale. But few brands ask what they want.
65% of new car purchases are made by women. Source: Yankelovich Monitor (Girl Power Marketing)
76% of women feel auto marketing doesn't represent them. Source: 9 Rooftops Marketing Agency
The Menopause market.
The menopause market isn't a health moment - it's a consumer movement. And they want evidence-backed solutions, not silence.
6000 US women enter menopause every day. Source: North American Menopause Society
64% of women aged 36-40 report perimenopause symptoms. Source: UVA Health / Flo Health study 2025
Midlife women aren't a niche. They're a growth driver.
1 in 4 Americans is a woman over 40. They spend. They shop. And they'll switch brands if they're ignored.
This isn't a trend - it's a power shift. Brands that show up for midlife women now will lead the next decade of growth.
We can help you understand them - and act on what's next.
Click here to get started.
About Morning Light Strategy: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older and longer-lived demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
