50세 이상의 여성은 그 어느 때보다 활동적이고 야심차며 영향력이 큽니다. 이들은 회사를 운영하고, 인권을 위한 행진을 벌이고, 지역사회와 가족, 수익의 발전을 위해 매일 노력합니다. 50세 이상의 여성은 이 시기를 새로운 전성기로 성공적으로 재정의하고 있지만, 화면에서 자신을 찾아보면 거의 보이지 않는 자신을 발견할 수 있습니다.
When it comes to representation on TV, 그레이스노트 포함 분석 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.
