50歳以上の女性は、かつてないほど活動的で、野心的で、影響力を持っている。会社を経営し、人権のために行進し、地域社会、家族、そして利益を向上させるために日々働いている。50歳以上の女性は、この時期を新たなゴールデンタイムとして再定義することに成功している。
When it comes to representation on TV, グレースノートのインクルード・アナリティクス 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.
