Women 40+ aren’t who you think they are. In fact, according to Fancy’s survey of 500 women over 40, they aren’t even who they thought they’d be. They’re cooler, stronger, and sexier than they ever imagined they’d be. They’ve got more power at home. At work. In politics. And in the world. They’re making decisions. They’re changing society. They are f’ing homeschooling their children at the same time. And, by the way, they have money. 

Women over 40 have money—And they spend it

Women over 40 spend on education. For themselves and for their children. They spend on travel (well, they did, and they will. Bucket list trips are being planned like crazy right now). They spend on their environment: appliances, home furnishings, the actual home itself. They spend on finances: banking, wealth management, credit cards. These women have choices and they make them. 

Brands that aren’t engaging with this valuable group of consumers are leaving money on the table. 

And guess what? Most brands aren’t. The vast majority of women in our survey feel misunderstood by the very same companies that want them to buy their goods and services. They think brands underestimate their intelligence and spending power while simultaneously overestimating their preoccupation with their physical appearance. As one woman said, “Brands don’t seem to have captured the “ageless” feeling that a lot of us feel. Ads for women 40+ are about slowing down... not living incredible lives that we’ve earned and can afford.” So what can you do?

Here are 5 ways to connect with women over forty:

Help your brand show it like it (actually) is

If you plan to sell to women over 40, start by featuring them in your advertising. And when you do, consider the role you’re asking her to play. Help your consumer see herself as the woman she wants to be in your communications.

Take a stand on issues that benefit women

Brands have power. They mean something. They shape culture and inspire people. So stand for something that will make the lives of women over 40 better. Commit to matters that are important to this group—not just in your advertising but in your company as a whole.

Respect the 40-plus woman for who she is and her life stage

Honor and understand where a 40-plus woman is in her life. Get to know her and the things that are important to her -- what makes her laugh, cry, scream, and love. Presumptions aren’t helpful, and they’re usually wrong. 

Recognize the diversity among women over 40 

I hate to break it to you, but not every single woman over 40 is the same. Far from it. One could be a new parent, the other an empty nester, another not a parent at all. She could be at the top of her career or just re-entering the workforce. She could be starting her own business or raising her kids full time. Liberal, conservative. Frustrated, hopeful. No stereotype fits the bill. 

Tell the truth when talking to her

Women over 40 are exhausted by trying to relate to messages targeted to millennials or senior citizens. Be honest about what your product or service will actually do for her.

When it comes to reaching women over 40, it’s not just about what you need to do it’s about what you need to NOT do. And the most important thing not to do is to continue down the same path you’ve always taken hoping it’s going to lead you to a different destination. 

Don’t keep traveling the same road assuming women 40+ will just come along for the ride

Women over forty are rewarding brands that do it differently. That treat them differently. That are creating products and services that benefit the lives they are living right now. Skincare for perimenopausal issues. Financial services to help with aging parents. Reading glasses that are actually fashionable. And they’re also supporting legacy brands that are demonstrating they value the presence and the purchases of women over 40.

Marketers and advertisers can change their relationships with this valuable group of people. And you can take that to the bank.