Is this the year that Australian advertisers and marketing directors finally start to truly understand what it means to be a vibrant and valued woman in her 50s, and beyond?
Is it finally dawning on them that perhaps we’re not all pouring over brochures for newly built retirement homes, planning a river boat cruise for seniors, or shopping around for the best deal on a hip replacement?
Judging by the flourish of magazine covers we saw from the northern hemisphere in the final few months of 2017, we have all our fully-functioning fingers and toes crossed that the worm is turning our way girls.
From Jodie Foster to Julianne Moore and Helena Christensen, who turns 50 this year, iconic role models of our generation were front and centre of the biggest mastheads in the magazine world.
This has been a long time coming. I have felt that publishers have left us out, ignored us and generally put all their effort into a younger generation.
It’s not only publishers but brand managers, creative directors and marketers who I feel have been targeting their campaigns at the younger generation, and for the greater part ignoring the very people who are purchasing their products.
We may be approaching 50, or on the other side, but take a good hard look at these 50-plus cover models; successful, beautiful, hardworking, have money to spend and represent how how we feel. They are inspirational, and I am more than likely to be drawn to purchase a product if they are the face of it, rather than a teen – especially those products which we buy more of.
Fifty isn’t what it used to be – just look at Helena, Salma, Julienne, Nicole, Jodie, Naomi, Cindy, Elle, Sandra, Halle and not to mention the men; Brad, George… need I go on.
Considering Australian consumers, both men and women in their 50s, have one of the highest discretionary income levels, more brands and companies should be talking directly to us.
These covers achieve that, they promote success and celebrate a woman’s achievements, no matter what her age.
It’s impressive, inspiring and generally makes me feel happy.
Let’s hope the trend gathers more steam again in 2018.