A specialist sustainability writer within the travel and design industries, Isobel has written for a broad range of national and international titles including 

. She brings particular expertise in consumer behaviour and trends within luxury and eco-travel and sustainable design, and has worked with luxury and travel brands as a consultant. She has written consumer behaviour reports on topics including 'how airlines can help consumers fly green' and the habits of high net-worth individuals.

People are reflecting on what’s still worth owning in a sharing-enabled world.

Ownership Reset

Humans can’t live forever, but life extension has become the next frontier in the wellness space. In fact, researchers suggest that there is potential for the first human to live to 150 years old. 

TIME

Yet Gen X women are not chasing age milestones. Instead, they’re pursuing a longer ‘healthspan’ – the number of years spent in good physical and mental health, through approaches tailored to female physiology. 

Flow Space

UK women over 50, for instance, are putting quality of life ahead of living forever. 

University of East Anglia

 The longevity movement was once dominated by 

, as part of a global longevity economy that’s expected to reach $27 trillion in 2030, but now women are owning it on their own terms. 

Data Bridge Market Research

Marie Claire

Gen X women are part of the ‘sandwich generation’ who often juggle multigenerational care, from children to ageing parents. A significant proportion of US caregiving women are Gen X – 19% aged 45–54 and 24% aged 55–64. 

Newsweek

While at the peak of their careers – 86% of women caring for both ageing relatives and children are employed, and 72% are working full-time – they’re also navigating hormonal change. By 2030, more than one billion women will be in perimenopause or menopause globally, increasing their need to access healthcare and research. 

World Health Expo

For women who are primary carers, watching their parents age brings their own fear of dependency, which is also driving them to utilise health services; 87% of caregivers don’t want to be a burden on their own families. 

PR Newswire

It’s also no surprise that women are prioritising their long-term health when they live approximately 5.8 years longer than men but spend 25% more time in bad health partly due to scientific bias and barriers to care. 

Harvard Health

McKinsey Health Institute

Women’s health also remains chronically underfunded. 

 “Women want to live longer, but more importantly, they want to live well for longer,” says Sharon Gavin, co-founder of 

. “They want to be there for their children and families as they get older, but they also want to remain strong, independent, energetic and capable.” 

Interview with Sharon Gavin conducted by the author

 Midlife women also have huge spending power; already, Gen X women control half (50%) of global spending, while the over-50s represent the fastest-growing consumer segment globally. 

NielsenIQ

HSBC

Forbes

For wealthier women, a female-focused longevity industry has opened up to support their journey, which is changing the narrative around ageing. 

Women’s Health

 But this is leaving a gap in provision for women in lower earning brackets. How are Gen X women redefining longevity, and how can brands better serve them?

Healthcare has historically neglected women’s health across medical support, research and drug development. In the UK, women are severely underrepresented, with 67% more male-only studies than female-only. 

The Guardian

Globally, barely a fifth (19%) of healthcare research funding is invested in conditions that exclusively affect women. 

World Economic Forum

Kearney

This has led to many having limited understanding of their bodies and health choices. 

Nature

In response, women are taking more control of their health and longevity; wearables and tracking tech are helping them monitor key biomarkers and catch diseases earlier. 

Women's Health

Nature Communications

Meanwhile, celebrities such as Gillian Anderson are championing preventative healthcare, including MRI scans to track early signs of disease, though some medics contest the value; at $2,000 per scan, this kind of prevention is out of reach for many. 

New York Post

NBC Washington

While these tools appear to be progressive, they’re just filling a hole in a healthcare system that isn’t serving women’s needs. “Women have often had to become their own health advocates because traditional healthcare has not always answered their questions or addressed the full picture,” says Dr Jessica Shepherd, an OB-GYN, menopause expert and author of 

Generation M: Living Well in Perimenopause and Menopause

Interview with Dr Jessica Shepherd conducted by the author

 Midlife women are navigating hormonal changes as they approach or hit menopause, which is linked to health risks, from cardiovascular disease to bone loss. 

Maturitas

And alongside physical changes, nearly two-thirds of Gen X women are struggling with mental health; underlying factors include anxiety, sleep problems and bereavement. Nine out of ten women have not sought any help. 

Yet Gen X is also the first generation of women helping to normalise the conversation around menopause, driven in part by social media. 

Yahoo!

Indeed, nearly a quarter of 40–49-year-old women have used TikTok to find information about perimenopause and menopause. 

Bonafide

, says women are better informed about their hormone health than ever before. “One of the most positive shifts in recent years is that women are more proactive in seeking out information for themselves.” 

Interview with Dr Louise Newson conducted by the author

 This increase in knowledge is empowering many to take action over their longevity. While women’s health research has lagged, researchers are now exploring how halting the menopause altogether could extend women’s healthspans. 

, an ovarian ageing therapeutics startup, is trialling new treatments, while drugs such as rapamycin, loved by longevity fans, are being used to extend ovarian function. 

 These breakthroughs are making strides to include women in longevity science and potentially reframing midlife from a period of decline to a time for reinvention.

For Gen X women, gym routines are no longer just an exercise in staying slim. 

Now, they’re trading treadmills for weight machines and slimming shakes for creatine supplements. 

Indeed, Google searches for ‘creatine for women’ increased by more than 75% over the past three years. 

Women’s Fitness

 “Strength training isn’t simply about changing how your body looks,” says Dr Shepherd. “It is an investment in how you want to move, function and live decades from now.” 

 This shift from ‘slim’ to ‘strong’ goes against the narratives Gen X grew up with, when ‘skinny’ was sold as the beauty ideal, so adoption has been slower. 

The Gloss

 “I had spent decades chasing thinness – eating less, running more and trying to shrink,” says Gen X journalist and bodybuilder 

. But weight lifting, she explains, “reshaped not just my body but my mind. I stopped craving alcohol. I spoke up more at work. I stood taller. I even made a dating profile – and met my partner”. 

While strength is increasingly being placed front and centre, weight-loss jabs have made the quest for thinness easier than ever. Overall, use rates of GLP-1 agonists are highest among those between the ages of 50 and 64, and women are the recipients of nearly 80% of all GLP-1 medication prescriptions globally. 

RAND

The Health Foundation

While weight loss is perceived as easier with GLP-1s, rapid weight loss can also contribute to loss of muscle, making strength training more essential. 

Good Food

With this in mind, women are becoming more mindful of what it takes to build and maintain muscle and strength; there’s even a growing understanding that hormonal changes can cause loss of muscle mass and bone density. 

In the UK, 72% of 40–65-year-old women exercise to maintain their general wellbeing, but only 4.3% of women aged 19–65 in England undertake two muscle-strengthening sessions a week, in line with guidelines, and participation drops sharply in middle age and beyond. 

Post Reproductive Health

Health Club Management

From caring responsibilities and careers to managing hormonal change, building a gym routine can be challenging for women in midlife; two-thirds (66%) in the UK cite lack of time as a barrier. 

It’s becoming more apparent that strength can help to carry Gen X women through life’s demands. Strength training might be the most important exercise for women’s longevity, and women over 60 can extend their lifespan by maintaining strong muscles. 

Stanford Medicine

Harvard Health Publishing

 are providing women-only weight sections, and strength training is being tailored towards women’s unique physiology, with companies such as 

 providing hormone-focused workouts at home. 

Bloomberg

As midlife women seek better health, longevity tourism is taking off. 

Conde Nast Traveler

 “Midlife is often a real turning point for women,” says Gavin. “Perhaps for the first time in years, women have a little more space to stop, think and reassess their own needs.” 

 This is drawing midlife women to travel. T

he majority (61%) of North American and Australian women over 50

 prefer to travel solo, and their travel spending is set to more than double, from $245 billion in 2025 to $519 billion by 2035. 

Journey Woman

Specialist holidays and retreats are supporting women to prioritise wellness and self-care. “A retreat gives women the opportunity to step away from everyday life and actually focus on themselves for a few days,” adds Gavin. 

 Through tailored retreats, women are building rituals that boost longevity, from mindfulness practices to better sleep. 

 in Switzerland offers personalised longevity stays, and 

 in Austria runs a dedicated women's longevity retreat. Menopause-related travel is growing, too, with high earners spending thousands on luxury menopause retreats, while companies such as 

Whether travelling solo or in groups, connection matters, and women are seeking out others at the same life stage. “That sense of being understood and not being alone is hugely valuable, particularly during midlife,” Gavin suggests. 

 Longevity clubs are emerging as both social and health spaces. 

Condé Nast Traveler

, billed as the country's first alcohol-free longevity hotel and private members' club, is due to open in 2027, while 

, a private members' wellness club in the UK and France, runs longevity retreats. Bespoke experiences can have a lasting effect, and women can bring the rituals they begin on holiday back home to boost their healthspan over time.

Despite recent growth in the midlife women’s longevity space, there is still unmet demand for products and services designed specifically for them. This is a missed opportunity for brands, especially as women aged 50 and older account for 27% of all consumer spending, and the global menopause market is expected to reach $15–25 billion by 2030. 

 “I would love to see more products actually developed with midlife women involved from the beginning,” says Dr Shepherd. “There is a huge opportunity for more personalised solutions, whether that’s through better diagnostics, digital health tools, strength and nutrition support, sexual wellness, sleep or hormone care.” 

, a virtual healthcare platform founded by women to help them age well, and 

 creatine product, which is tailored to support women through menopause. To really have an impact, brands would do well to include Gen X women at every stage of the production process, from research and testing to marketing, including everything from the advisory panels that feed into product development to real-world testing.

From luxury retreats to private MRI scans, much of the women's longevity market is built around products and experiences few can afford, while in tandem, public health services are under strain. “Healthcare has also become much harder to access, with enormous pressure on the NHS and people sometimes struggling to get timely appointments,” explains Gavin. 

 Women in the UK are also more likely than men to see the NHS as an important issue (89% versus 83%). 

Office for National Statistics

 Innovations in femtech, alongside health-focused startups, are providing support to women through affordable options that fit into their lives, whether at home or at work – helping them to take control of their health. 

 offers an at-home weight training programme, and 

, an AI-powered platform that connects to the 

, is designed to detect conditions specific to female biology. For brands, there is an opportunity to reach midlife women seeking support; globally, 55% of customers are willing to spend more than $100 a month on their health and wellbeing, and 63% believe in the effectiveness of healthtech products. 

Nielsen IQ

Spotlight prevention to support ageing well for all

Taking a preventative approach to their health can help Gen X women be present physically and mentally for their loved ones, particularly those supporting ageing parents and caring for children or other family members. “Preventative healthcare is becoming increasingly important because people are realising that it's better to identify potential problems early rather than wait until something goes wrong,” Gavin explains. “I also think getting older changes your perspective. You watch your parents age, and it makes you think about your own future.” 

 There’s an opportunity for brands to reframe prevention as an act of care, helping women recognise that prioritising their own health can benefit their families. There is also space for integrated health services that cater to families. For example, 

 is a UK app giving people access to remote advice and support through all key life stages, while 

 have joined forces to provide a platform offering joined-up care and caregiving support for US workers and their families.

) of healthcare research funding goes to conditions that exclusively affect women

In the UK, more 40–65-year-old women anticipating perimenopause or menopause exercise for their general wellbeing (

Long overlooked by medical research, women are taking charge of their own health, and science is finally catching up with studies into slowing menopause

Midlife women are swapping weight loss for weightlifting, driven by a better understanding of how building muscle supports healthy ageing

With more time for themselves in midlife, women are turning to wellness retreats and solo travel to build longevity rituals and find community

Dr Louise Newson is a GP, hormone specialist and leading voice in transforming menopause care worldwide. As the founder of the Newson Clinic and the not-for-profit Newson Education, she is dedicated to improving awareness, education and access to evidence-based care. A 

 bestselling author and host of the UK's No.1 medical podcast, Dr Newson is passionate about driving positive change for women's future health.

Dr Jessica Shepherd is a board-certified OB/GYN, on-air TV expert, CEO, business owner, entrepreneur and author of 

 dedicated to pioneering women’s health and longevity during perimenopause, menopause and beyond. A sought-after voice in the media, Dr Shepherd shares her insights as a regular on-air contributor on 

Sharon Gavin is a wellness entrepreneur, podcast host of 

 and co-founder of The Detox Barn, a modern, plant-based retreat and wellness company helping individuals and organisations improve energy, resilience and long-term health. The Detox Barn has been recognised by Condé Nast, 

Gen X (born 1967-1981)

United Kingdom

United States

Physical health

Mental health

Sexual health

Health providers

Gen X women are reshaping what longevity means by prioritising healthy years over increased lifespan. Underserved by the healthcare system, they’re taking control of their long-term wellbeing. How can brands support midlife women and design products and services around them?

Analysis

Isobel Diamond

Louise Newson

Jessica Shepherd

Sharon Gavin

Related Macro Behaviours

Ownership Reset