I came across this research by Noon[1] about a new kind of midlife woman (“Queenagers”) and found it fascinating. Queenagers are defined as working woman between 45 and 60 who have worked since they were at university. This is me! Interestingly, nearly one third of university-educated women aged 45-60 don’t have children and many of those who do have children returned to work after raising their families.
The research found that these women are financially solvent, driving 93 per cent of consumer decisions, but are underrepresented in advertising and the market. These women don’t want their mothers’ midlife or to be defined by a menopause label.
“Queenagers don’t want to be invisible anymore. They demand to be heard. And it is important that they are for all the women coming up behind them”.
Some highlighted research findings are:
· 41% don’t feel represented by wider society
· These women view success “in their own terms”
· Work/life balance 16x more important than status at work
· Time for themselves more important than partner, job they love, friends or active sex life
· Enjoy money and will spend it on what matters to them
What do you think? Do you identify with this?
