Move over MILLENNIALS

BRANDS ARE NOW RECOGNISING WOMEN OVER 50 AS 'SUPER CONSUMERS', SO IT'S TIME TO HARNESS THAT POWER TO GET WHAT WE WANT

The days of mid-life women feeling invisible are numbered. Now enjoying being wealthier, healthier and more active than in generations past, smart brands are starting to vie for our attention.

"We're making a lot of purchasing decisions because we are buying for ourselves, our kids and our parents," explains Kate Christie, time management expert and author of The Life List: Master Every Moment and Live an Audacious Life. "On top of that we are healthy, active, we've got energy...time and freedom.

"There's always this negative spin and rhetoric about this being a time of crisis for women and I think that's absolute crap." In fact, Faith Agugu, psychotherapist and founder of the Silver Sirens positive ageing movement, believes few life stages offer as much joie de vivre as post-50.

"It's normal to reevaluate our lives at that time and unpack the negative messaging around ageing, but most women on the other side of it realise that this is potentially the best time of our lives," she says. "We've got more time and more resources, and can decide what we want to spend it on, instead of spending it on other people."

REBRANDING OURSELVES