Amidlife provides marketing insights for companies serious about reaching  women in their 40’s, 50’s and 60’s.

 When I was beginning my life, being middle-aged seemed so far off and so unglamorous.

As a teen, I would sit in the kitchen, flip through fashion magazines and dream about the time I would be able to afford all the beautiful things before me. My mom, ever the voice of reason, would point out to me on how odd it was that the models in the magazines were close to my age, yet most of the items were more likely to be purchased and worn by much older women. At the time, her comments just annoyed me. Why put such pretty clothes on someone my mother’s age?

But now that I am middle aged, I don’t see things the same way. Women amid life are still very vibrant and we want products and services that reflect this.

When I was starting out, my preconceptions of being amid life were based on what is now a very outdated model. My mother was part of the Silent Generation, and women today (Boomer and GenXers) live very different lives. The definition of what it is like to be amid life is being rewritten.

And there are a lot of us.

While millennials age 15-55 comprise around 26% of the 2015 US female population, 44% of women are age 35-69 (20% Gen X and over 24 % of Boomers. (2015 US Census data).

Companies still overwhelmingly target their products and advertising towards younger women.

I can’t tell you how many client calls I have been on where I ask about the target market and the automatic answer is millennials. Part of my job is to delve into the why’s of the marketing strategy, and so very often I find that there isn’t any solid reason for selecting millennials other than that is who they have heard they need to target.

Amidlife understands women who are amid life, and can help you better reach this sizable market.

Partner with Amidlife and receive marketing insights based on decades of branding and marketing experience, even more life experience. Services include:

• Customized research review of your existing materials
• Market analysis for your product or service category based upon secondary data
• Primary research (qualitative, quantitative or combination of both), customized to suit your specific needs