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  • A dedicated domain for the mid-life lifestyle
  • A dedicated domain for the mid-life lifestyle
    Info-graz, Creative Commons (2016) ©
CASE STUDY

The Midult: a digital destination for Gen X women

Gen X women are often ignored by brands, who tend to target Boomers and Gen Yers. But they have a lot of spending power that isn't being tapped into. Enter The Midult, a site dedicated to giving these women a voice and defying stereotypes about what it means to be a Gen Xer today.

Location United Kingdom

Scope
Meet the Midults – successful, digitally-literate Gen X women who’d much rather spend time scrolling through Instagram and Twitter than be bored by baby talk, AGAs and paisley prints. They’re not prim, want to be spoken to honestly, and they don’t define themselves by whether or not they have kids.

The Midult is a website dedicated to these women. It was founded by journalists Annabel Rivkin and Emilie McMeekan after they realised there was nothing for females of their age out there on the internet. “The joke-hunting boys have The LAD Bible, the sincere girls have

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