Everybody knows midlife women are running the world right now. If your business isn’t paying attention to women over 40, you’re missing the easiest opportunity to stay afloat and grow. Forty is 40 and it is the realest 40 has ever been. Women over 50 control $15 trillion in spending power and make 95 percent of household health care decisions. Forbes even reports the menopause market alone will grow to $40 billion by 2030. I call this the midlife power shift and it is happening right in front of us.

I’m calling out the tired generic phrases floating around in perimenopause marketing. I don’t want to hear “you’re not broken” or “you’re not crazy” because that doesn’t speak to me. I want you to get specific. I want you to prove yourself. We are looking at your authority, your credibility, your content, and yes, even your typos. If you want our business, you need clear and relevant messaging that speaks directly to our real life.

Key Takeaways

The Midlife Power Shift – Women over 40 are running the show in marketing, health, and consumer spending.

Generic Phrases Do Not Resonate – Stop recycling “you are not broken” and “you are not crazy.” Be specific.

Prove Yourself – Midlife women are checking your authority, your track record, and the details in your messaging.

Get Real About Her Life – Speak to her actual experiences like the athleisure pants, the brain fog, or the Netflix binges.

Stay Relevant – Topics like strength training, protein intake, and longevity resonate most with midlife women.

Be the Example – Health, vitality, and resilience must be visible in the brand itself to earn credibility.

Links & Resources

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