For the marketing action look to 40-plus women

This is and amusing an interesting article about what is happening to women as they pass their 40th and 50th birthday.

Part of the article contains a lot of “armchair psychiatrist” stuff but there are some interesting marketing related observations and facts.

For instance:

In the past decade, part-time enrolment to education classes grew nearly twice as fast among over-35 women as in the general population.

Female ownership and operation of motorcycles has risen 34% in five years - faster than the overall average.

In the past decade, women’s membership to health clubs has risen by nearly a third, double the rate of men in their midlife.

This data is for the US, as is so much of the analysis of the older market, but I suspect it also applies to the UK. Dick Stroud www.20plus30.com