As mulheres com mais de 50 anos estão mais ativas, mais ambiciosas e mais influentes do que nunca. Elas dirigem empresas, marcham pelos direitos humanos e trabalham diariamente para promover suas comunidades, suas famílias e seus resultados financeiros. A mulher com mais de 50 anos está redefinindo com sucesso esses anos como seu novo horário nobre, mas uma busca por si mesma na tela revela sua quase invisibilidade.
When it comes to representation on TV, Análise de inclusão do 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 “women of a certain age” means undervaluing not only their influence in society, but ultimately your own brand’s potential.
