"Overlooked" is an inadequate descriptor for midlife women - a cohort wielding massive spending power.
Businesses desperate to court this demographic should've cottoned on by now that their best shot at success lies with working with women who've actually lived through the magnificent chaos of midlife womanhood.
The midlife entrepreneurs in the directory have spent decades accumulating the sort of insight you simply can't glean from focus groups or spreadsheets. They've navigated the same life transitions as potential buyers, juggled the same impossible number of balls and understand in their bones why buyers might be simultaneously considering adventure travel packages and student bank accounts.
Brands hoping to capture this cohort’s attention (and wallet) could do worse than partnering with someone who actually speaks their language.
A quick note about the profiles here
While I've compiled this directory with care, I don't have personal experience working with every entrepreneur featured here. Each woman has been included based on her own professional credentials and expertise. Their profiles reflect their own worldviews, life experiences and approaches. They may not always align perfectly with mine or yours. That's the beauty of supporting independent voices. You will of course conduct your own due diligence before working together. After all, finding the right person to work with is a bit like choosing a good book – what speaks to one person may not to another.
If you're a midlife woman running your own business, I’d love to hear from you. This directory isn't just a list of names. It's a statement about the incredible breadth of talent, experience and innovation that thrives among us. There's no fee to be included. Just submit this form, and let's show the world what midlife brilliance looks like in action.
Sue 🌷