The fog is real, people.

I have obviously jumped into the next demographic insight box: a relentless flood of self-care ads, ‘life-changing’ supplements, and influencers promising me the magic fix for all the challenges of my mid-forties. The ‘menowashing’ on social media is overwhelming, as brands shout over each other to tell me exactly what’s best for a woman whose demographics suggest I’m navigating perimenopause.

But who even determines what ‘midlife’ really means? As my hairdresser said recently: “How can you call it midlife when you don’t know when your last day is?” I can understand the bombardment from advertisers though. The “midlife” market is vast, as over 4.7 million women in the UK are between 45 and 54. Known as "super consumers," these women began outearning under-40s in 2019 and now control nearly half of the UK's wealth.

Over 40% of this age group feel that lifestyle isn’t represented in advertising. The truth is that women are experiencing a whirlwind of changes. The physical toll, the emotional rollercoaster, and the ever-present pressure to ‘live your best life,’ while struggling to just get through the day without bursting into tears over your kefir. On top of all that, there’s advertising—constant, pervasive, and often tone-deaf. Suddenly, the solution to your life stage is a new face cream, a reformer Pilates membership, or a “miracle” supplement.

Now I’m all for a good skincare routine, but for women navigating perimenopause, it’s hard to separate what’s going to make a difference from another empty promise wrapped in a shiny package.

This is where the media fog becomes an issue. Women are swimming in a sea of health advice, littered with misinformation, mixed with a lack of research.

Audience insight that breaks through the fog

What do we do? Let’s start by acknowledging that one-size-fits-all advertising doesn’t work. To make an impact, we need to break through this fog with targeted, insightful media strategies. This requires understanding not only the demographics but also the psychographics and the underlying motivations, concerns, and needs that women face.

This opens up a huge opportunity for brands to offer value beyond just the promise of products. It’s about providing clarity in a world that’s constantly throwing confusion at us.

Women are looking for authenticity. According to our research, they are highly engaged with social media, but they’re also savvy. They’re not looking for gimmicks or superficial solutions. This age groups of women want relatable, real-life content that speaks to their lived experience. So how can brands deliver?

Recommendations for brands in media: Be specific, Be authentic

1. Timing Matters: Looking at touchpoint data, women aged 45-54 experience different confidence levels throughout the day. In the mornings, they are more likely to feel confident, so media during this time should boost confidence. As the day wears on, their energy and confidence dip. Therefore, media that provides recharge or social connection in the evening is key.
2. Create Meaningful Connections: Gen X women trust TV, radio, and magazines more than other media. These are the spaces where they feel understood and respected. When creating campaigns, brands should aim to integrate their message with conversations that matter to women in this stage of life. It’s about building connection through shared experiences and authenticity, not just selling products.
3. Embrace Storytelling: Women aged 45-54 want to see real stories—ones that inspire and relate to them. This could be in the form of user-generated content, authentic moments, or long-form content media that allows for deeper connections. Remember, brands need to be a partner in the journey, not just a product push.

A smarter, more empathetic approach

Navigating the media fog and standing out in a cluttered space isn’t about being louder. It’s about being smarter, more authentic, and more empathetic. For women navigating perimenopause, the goal should be to provide clarity, support, and relevant solutions, not just more noise.

Brands need to listen, understand, and connect on a deeper level. It’s not enough to throw ads at women in this demographic and hope something sticks. Let’s break through the fog with attitudinal-driven media, delivered in the right way at the right time.