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.
The beauty industry is obsessed with youthfulness, but with only 3% of women over 40 using make-up to look younger, they’re finding it difficult to relate to many brands. Can Beauty Dossier inspire them to break out of their beauty rut with an online course tailored to a mature market?
In the US, 47% of women of childbearing age are childless. Reports suggest these women are ‘wealthier, healthier and happier’ than mothers. But while this may be true, another group of non-mums are identifying as PANKs; Professional Aunts, No Kids. So who’s joining the ranks of the PANKs?
The stereotypical midlife crisis used to involve flash cars, younger models, dubious fashion choices and maybe a session or two of therapy. Fast forward to 2015 and those entering middle age don’t seem so rebellious. So what does a midlife crisis look like amongst those who refuse to grow up?
As Gen X reach middle age, they’re growing more concerned about their finances yet remain unprepared for retirement. Additionally, they’re setting off alarm bells with their health problems and heavy drinking. How did they get in such bad shape? And what can be done to address their varied crises?