Gen X Women are about to disrupt your vision of Midlife forever
Your vision of midlife is about to change. Gen X women are leading a dramatic shift that will redefine how midlife and aging are perceived and experienced.
To gain deeper insights into this movement, REAL Brand Strategy surveyed over 750 Gen X women and conducted 60 in-depth interviews. What we uncovered has the power to generate billion-dollar growth opportunities for brands that are willing to recognize this shift as salient.
According to our study, 88% of Gen X women believe they will redefine aging.
1.
Gen X women are rejecting the stereotypes and limitations historically associated with midlife
*Source: REAL Brand Strategy, 2021
“Look at what women in their 40s and 50s are doing today. They are building businesses, developing new concepts, and redefining their lives at mid-age—which makes them ageless—and [are] definitely not defined by what has been characterized as ‘sunsetting.’”
-Gen X Entrepreneur
2.
Growth, confidence, and self-love will fuel Gen X women over the next five years
Rather than bending to fit society’s idea of midlife, Gen X women are honoring themselves just as they are right now. We are calling this The Shift to Self–a midlife breakthrough that speaks of a different kind of fertility and is intrinsic to the recalibration of aging.
