I read something last week that struck a chord with me. It stated, “Among influencers over 40, 59.09% feel they are treated differently based on age.” This statistic is eye-opening, especially when pricing reports indicate that influencers aged 18-39 earn 144% more than their counterparts over 40. The Influencer Pricing Report for 2024 highlights the age discrimination prevalent in the influencer industry, shedding light on the challenges many creators face as they navigate their careers.
I by no means consider myself an influencer, but as a woman in the over-40 bracket, I know how much we have to offer.
So, let’s take a moment to flip this narrative on its head. Yes, ageism exists in the influencer world, but it’s also a reminder of how crucial it is for women over 40 to rise and claim their rightful space. Rather than feeling “past it,” women in this age group are uniquely positioned to redefine influence and shape conversations in powerful ways.
The Voice of Experience
Women over 40 bring invaluable experience to the table. Having navigated the complexities of life, from career changes to parenting and personal growth, they have stories that resonate deeply with their audiences. This authenticity is what today’s consumers crave. People are looking for genuine connections and relatable experiences, and who better to provide that than women who have lived it?
As older content creators carve out their niches, they are proving that age is not a barrier but a badge of honour. The wisdom, resilience, and understanding gained over the years are assets younger influencers may not possess. Older influencers can speak to an audience hungry for guidance, empowerment, and inspiration. They create communities that uplift and support one another.
A growing audience with purchasing power
It’s also essential to recognise that women over 40 control a significant portion of consumer spending. According to research, women aged 40 and older influence over $15 trillion in annual consumer spending. This demographic is not only influential but also holds considerable financial power. Brands seeking to connect with this audience should prioritize collaborations with older influencers who understand their needs and desires.
Furthermore, this age group tends to show greater brand loyalty, especially when they feel valued and represented. By showcasing authentic voices that resonate with their values, brands can tap into a market eager to invest in products and services that enhance their lives. The purchasing power of older women is a powerful reason for brands to reconsider their marketing strategies and embrace this demographic.
Redefining beauty and influence
One of the most exciting aspects of the rise of older influencers is the challenge they pose to societal beauty standards. The media often perpetuates the notion that beauty diminishes with age, but women over 40 are boldly defying this stereotype. They are redefining what it means to be beautiful, embracing natural features, and celebrating the beauty of ageing.
These women are challenging conventional beauty norms by promoting self-acceptance and confidence. They are not only showcasing their physical appearance but also sharing their journeys, struggles, and triumphs. This shift toward authenticity in beauty is empowering women of all ages to embrace their true selves, regardless of societal expectations.
Building supportive communities
Social media platforms provide an opportunity for women to connect with others who share similar experiences and challenges. By creating content that resonates with their audience, these influencers are cultivating safe spaces for discussion and empowerment.
The power of the community cannot be underestimated. Women over 40 are using their platforms to lift each other, share resources, and promote personal growth. Whether it’s through fitness, fashion, wellness, or entrepreneurship, these communities serve as a reminder that age is just a number and that collaboration is key to success.
Taking charge of your narrative
As women over 40 step into their power as influencers, it’s crucial to take charge of the narrative surrounding age. The influencer industry may have its biases, but that doesn’t mean we have to accept them. Instead, we can celebrate our accomplishments, share our journeys, and advocate for inclusivity and representation.
Every woman has a story, and it’s time to own it. Embrace your uniqueness, share your passions, and connect with others who resonate with your message. The world is ready for your brilliance!
Empowerment through education
One powerful way to empower women over 40 in the influencer space is through education. Knowledge is a great equaliser, and understanding the intricacies of social media, content creation, and audience engagement can make a significant difference. Workshops, online courses, and mentorship programs can help bridge the knowledge gap and equip older women with the skills they need to thrive in this competitive landscape.
Additionally, staying informed about the latest trends, algorithms, and best practices can enhance your effectiveness as an influencer. Embrace continuous learning as a tool for empowerment, and don’t hesitate to seek guidance from those who have paved the way.
Your time is now
The influencer landscape is changing, and women over 40 are at the forefront of this evolution. Rather than allowing age discrimination to hold us back, let’s embrace our experiences, celebrate our voices, and uplift each other. It’s time to challenge the status quo, redefine beauty, and empower ourselves and those around us.
As we start this new chapter, remember that our age is an asset, not a liability. The world needs our wisdom, our strength, and our passion—so let’s shine brighter than ever before! Your time is now, and the future is in our hands.
