The study of 1,000 women aged 50-65 and 1,000 women aged 20-30 was commissioned by DC Thomson Media as they launched a new monthly magazine aimed at women over 55.
Ali Kirker, 52 , Platinum editor said:
“Twenty or 30 years ago when you were 55 or 60 you were expected to start winding down.
That’s not the case anymore.”
“We’ve met loads of women during launching the magazine. They are travelling, doing lots of long haul holidays to Vietnam, Japan, New Zealand.
They are still interested in fashion and beauty, really interested in taking care of themselves, really interested in health and well-being.
It’s clear from our research that while women over 50 feel younger than ever today, they also feel misrepresented by media.
They want to see things that inform and reflect their life – a life that’s filled with everything they’re passionate about, exciting social events, amazing travel and great love lives.
Over 50s are still passionately working, enjoying a great love live and going to exciting social events – gone are the days of perceptions around over 50s being knitting and reading.”
Advice the older demographic would give to younger women today includes ‘enjoy dating different people’, ‘do everything you want before having a family’ and ‘don’t get taken for granted’.
Maria Welch, head of magazines at DC Thomson Media, said: “Women in the over 55 demographic are in the prime of their lives and having the time of their lives – a force to be reckoned with and the glue that holds generations together.”