The Age of Age - The argument for more and better representations of mid-life+ women in advertising. As women grow older, they find themselves underrepresented in advertising and feel increasingly invisible to brands. 80% of the UK's wealth is held by those over 50, and the majority will be in female hands by 2025. Brands under-targeting women over 50 is nothing new, and the commercial potential for winning them over is clearer than ever. So why aren’t brands capitalising?