NextTribe gender stereotypes in advertising

September 13, 2018 by Janet Siroto · Arts & Culture

Gender Stereotypes In Advertising: Where the Hell Are the Midlife Women?

Advertisers continue to pigeon-hole the over-40 woman (or ignore them completely)—but don't lose faith just yet.

Ever notice how women our age are portrayed in ads?

Trick question! It’s hard to find images of cool, fun, and funny females over 45 in the media these days.

That issue is exactly why Fancy, a female-focused creative agency in New York, took action. To see why midlife women are so often MIA in ads, it surveyed 500 women age 40 and over across the US.

80 percent of women our age feel that brands underestimate our intellect.

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