Queenagers: Not walking hot flushes

In 2019, women over 40 started to earn more money than women under 40 - for the first time ever. Dubbed ‘super consumers’ by Forbes magazine, this demographic now out-spends millennial women by 250% and are behind 90% of all household spending decisions. And yet, they are largely ignored by brand marketing teams.

Award-winning Sunday Times Magazine Editor, Eleanor Mills, Founder of Noon.org.uk, a new platform for women in midlife (she calls them Queenagers) talks about the huge opportunity that lies ahead for brands if they can unlock the huge spending power of this lucrative, under-served and often misunderstood cohort. 

Using new research and insights from her highly-engaged community and the biggest-ever, in-depth survey of ABC1 women 45-60 (conducted by Noon with Accenture), Eleanor explains why a new approach is required by brands, one which goes way beyond menopause. 

 “I’m 50, I’m single, and when it comes to brands it’s as if I don’t exist. Which is crazy because I am disposable-income-erarma.” London lawyer.

Eleanor was at the top of the UK media for 25 years, including as Editorial Director of the Sunday Times and the award-winning Editor of the Sunday Times Magazine. Through Noon, her mission now is to change the way society sees the second half of women’s lives, creating a narrative which is more optimistic and fit for purpose. 

She appears regularly on UK radio and TV, writes for titles such as the FT, Telegraph, Daily Mail, Guardian, Good Housekeeping, and is in demand as a keynote speaker all over the world. Noon’s advisory board is a who’s who of some of the UK’s most influential women.

The webinar is kindly hosted by the CIM South West Group and lasts approximately 40-45 minutes inclusive of a Q&A session after the presentation.