Wanita berusia di atas 50 tahun lebih aktif, lebih ambisius, dan lebih berpengaruh dari sebelumnya. Mereka menjalankan perusahaan, berdemonstrasi untuk hak asasi manusia dan bekerja setiap hari untuk memajukan komunitas mereka, keluarga mereka dan keuntungan mereka. Wanita berusia 50 tahun ke atas berhasil mendefinisikan ulang tahun-tahun ini sebagai masa kejayaannya yang baru, namun pencarian dirinya di layar kaca menunjukkan bahwa ia hampir tidak terlihat.
When it comes to representation on TV, Analisis Inklusi Gracenote 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 โwomen of a certain ageโ means undervaluing not only their influence in society, but ultimately your own brandโs potential.
