Frauen über 50 sind aktiver, ehrgeiziger und einflussreicher als je zuvor. Sie leiten Unternehmen, setzen sich für die Menschenrechte ein und arbeiten täglich daran, ihre Gemeinden, ihre Familien und ihren Gewinn zu verbessern. Die Frau über 50 definiert diese Jahre erfolgreich als ihre neue Blütezeit, aber eine Suche nach sich selbst auf dem Bildschirm verrät, dass sie fast unsichtbar ist.
When it comes to representation on TV, Gracenote Eingliederungsanalyse show that men are on-screen more than women (62% screen time vs. 38%), even though women make up more than half of the U.S. population. But for women over age 50, who represent 20% of the population, the share of time on-screen plummets to just 8%. Forward-thinking content creators and brands know that must change.
When women over 50 do find talent from their identity group on screen, we see the success of content that features them in roles that match their lived experience as well as their aspirations. The television industry has a valuable opportunity to expand how women 50 and above are represented in both ads and content in ways that capture the varied experiences of what many women in this life stage consider their prime. In this Diverse Intelligence Series report, we show where key opportunities lie and how overlooking “women of a certain age” means undervaluing not only their influence in society, but ultimately your own brand’s potential.
