Why ARE Over 50’s So Poorly Represented By Brands & The Media?

My intention was for this post to be all about the love of my new red boots and handbag. You see, I love fashion and despite what you may have been lead to believe it’s highly unlikely that the passion and zest for it wanes as we shrivel up with age! It would appear that’s how the media seems to want to portray us. My newsfeeds have been full to bursting this week about a survey compiled by YouGov here in the UK that 1 in 5 of over 50’s feel misrepresented by brands.

Several times over the past couple of months I’ve found myself commenting to people that ‘life doesn’t stop at 35 y’know”

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What sort of role models would we be if the young women of today couldn’t see what midlife can be for them? And yes it is midlife not end of life!!  Whoops .. I’m ranting!!

In fact I had a little rant when I first started this blog earlier this year. You can read it here.

“I don’t want to look 20 or 30 even 40 for that matter. If I can look 10 years younger than the skin I’m in that would be a bonus but I just want to be the best version of myself I can be inside and outside and the sooner brands latch on to that then we will all benefit. After all, demographically don’t we have more freed up cash to part with at our age?

Please someone start marketing to us wisely.”

I said it then and I’ll say it again.  I love Helen Mirren, Jane Fonda and all but they are in their 70’s. They are fabulous role models for me and and my age group right now. I can see that. They make me excited to think about the potential of what I can be in my 70s and 80s if I live long enough.

But where are MY role models for me NOW?

I’ll tell you where mine are.

Mine are in my fabulous posse on Instagram. I love those women I follow and chat to in there. I’ve never spent so much money because of them. Sod the advertisements. I buy stuff now because of them and I hope in some small way I’m helping others feel the same. Brands should be listening to us all in there. We are active and our voices are getting louder, so listen up!

Why are we so poorly represented? 

Maybe, its because we need to be better represented at board level .. across the board.

Now there’s a whole other conversation for another time.

But just what is it with the advertising world that they are hell bent on portraying midlife as an assignment to the scrap heap?

Maybe, its be because it can be seen as a time when a woman is at the top of her game. This is a time in our lives when we can be really powerful. We done a lot and seen a lot.

They seem to be more concerned that ‘her’  neck looks scrawny or that they can tell ‘she’s’ getting on by looking at ‘her’ hands.

I detest that fact that when a new eyeshadow palette is launched it’s all the 20 somethings that the brands fawn all over to get them to try and buy. I love love love seeing it on my younger friends but I can look just as good, too. I bloody love eyeshadow and I’m still as creative with my wing tip eyeliner as I ever was thank you.

Why is there such a gap? Why do brands seem to jump from 40 to 70?

We are here and we’ve got this far and hopefully we’ll get further.

We’ve got a twinkle in our eye, we’ve got experience, we’re not always wiser but who cares? We are loving the potential that mid life has to show us. We are living longer, working longer and having fun longer than any previous time in history.

If you want our money … listen up!! You can’t ignore us and you certainly won’t disempower us … we are rising up!

You better stop misrepresenting us –  let’s cut the bullshit.

If you want to read more British Beauty Blogger, Jane Cunningham covered it off very succinctly … here.

In the meantime here’s my outfit … that was my original intention … it was hijacked 😉

These photos were taken in less than 5 minutes flat by my eldest son .. that was all the time he would give me .. he was cold … bless him.

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Red Suede Boots – Primark

Red Bag – Gift Pop Boutique

Black & White Tie Dye Top –  The Boutique At Poppys ( a friend’s new fab place )

Jeggings – Next

Earrings – H&M (Summer)

PS .. Please bear with me .. this is only my second ever outfit post .. I’ll get there. 🙂

I’d love to hear everyone’s thoughts including any brands out there that are obviously struggling how to define us over 50’s!!  Why are the over 50’s the missing link? 

20 Comments

  1. Sue Woodhouse
    October 29, 2017 / 8:00 pm

    Bloody brilliant post, couldn’t agree more. Have you read Caroline Hirons recent post -,teenagers advertising anti aging creams for gods sake!!! I don’t buy mags anymore I get all my inspo here on IG. I’ll be 61 in January and want to see more woman of my age group represented.
    Love the red boots and of course the BAG hope you like it. Sue (stylish 50s). Ps oops better change my name xx

    • Sharon Sinclair.Williams
      October 29, 2017 / 9:27 pm

      Thanks Sue! Yes I’ve read Caroline’s too .. the advertising world is mad and so unbelievably out of touch with us. You look amazing btw — keep inspiring me with your Insta xo

  2. October 29, 2017 / 10:29 pm

    Love this! And by the way. The adverts for gals our age are for depends and drugs. 🙄 You look fabulous by the way. 😍

    • Sharon Sinclair.Williams
      October 30, 2017 / 11:03 pm

      Thanks for your support, Andrea. Starting to quite like these fashion posts xo

  3. October 30, 2017 / 7:33 am

    In the Netherlands There is a is a brand that is planning on using women above 40 for aging crèmes! That s a start!

    • Sharon Sinclair.Williams
      October 30, 2017 / 11:02 pm

      It certainly is, Nancy but aren’t they so slow on the uptake? Look what they are missing …US!!! xo

    • Sharon Sinclair.Williams
      October 30, 2017 / 11:01 pm

      I really appreciate your support, Sam. I love that you always see the bigger picture on things. You have a great outlook on life xo

  4. October 30, 2017 / 12:17 pm

    I’m not yet 50m [46]but I find it very frustrating that we still have face creams aimed at more mature ladies represented by a 20 year old? And yes I love new makeup as much as the Average 17 year old …
    Aging is a privilege that not all of us get. It should be celebrated !! Let’s start a revolution … oh wait I think we have over on Instagram.
    Great post Mrs xx

    • Sharon Sinclair.Williams
      October 30, 2017 / 11:00 pm

      Yes to everything you’ve said, Tracey. Nodding my head here. I love knowing I have the backing of my Insta sisters. xo

  5. October 30, 2017 / 1:29 pm

    I love the red boots, great outfit. Not every woman over 50 is still tall and willowy and yet those are the types that are used for all ads. There is a large group of women that fall in the age group between 50 and 70 who have money to spend and are willing to spend it.

    • Sharon Sinclair.Williams
      October 30, 2017 / 10:59 pm

      It feels good to know that I have support. Often you get these things off your chest thinking ‘is it just me?’ Thanks Victoria xo

    • Sharon Sinclair.Williams
      October 30, 2017 / 10:57 pm

      Hey Renee — great to have your support .. for the outfit, too xox

  6. November 1, 2017 / 8:43 am

    Super views, shared by many of us. Thanks for showing your outfit, I love the red – it’s most definitely the colours of the season. Great photos – your son did well. x Jacqui

    • Sharon Sinclair.Williams
      November 2, 2017 / 8:49 pm

      Thanks so much Jacqui. He did well for 2 minutes!! xo

  7. November 28, 2017 / 2:57 pm

    I love this so much! I’ve been saying that we have more money to spend than the 20 year olds for a while now! Great post!

    • Sharon Sinclair.Williams
      November 29, 2017 / 8:19 pm

      Yes sister and thankyou for the post love xo

  8. Andrea
    December 2, 2017 / 8:20 am

    Stumbled across your squares while browsing this morning. Totally agree with all of the above. I have just turned 50 and I don’t really feel like I fit anywhere. I don’t have many friends my age and my work colleagues are all yoinger than me so I depend on the squares for inspiration and feel like I’ve made lots of new friends through the platform. I will definitely be following you and reading your blog. Best wishes x

    • Sharon Sinclair.Williams
      December 2, 2017 / 2:22 pm

      Hey Andrea .. thankyou and I look forward to coming and finding you xo

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