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This report explores the lives of midlife women. Despite their number, spending power and contribution to the labour force, many wonder why they are ignored. In mature markets midlifers are the big spending Boomers. In emerging markets they are a more diverse generation, but getting richer. As the world’s population ages, will this invisibility continue? Or is it time for midlife women to embrace their power and change the world?

Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Table Of Contents

Midlife Women: Embracing Power and Avoiding Invisibility in Global Consumer Markets
Euromonitor International
May 2013


Executive Summary
Economics of Midlife
Power, Glory Or Influence?
Shopping, Brands and Marketing
Health and Beauty
Country Profiles
Future Implications
Where Are the World's Midlife Women - the Demographic View
Chart 1 Midlife Women by Region 2012
Chart 2 Global Age Cohorts by Region 2012
Chart 3 Global Midlife Women as a Proportion of the Total Female Population by Region 2012
Table 1 Female Age Cohorts by Major Markets 2012
Overview of Generations
Summary 1 Generational Types
Mature Market Boomers
The Pre Global Generation - Emerging Market Midlifers
What Counts As Midlife These Days?
Midlife Crisis - A Time of Reappraisal
Chart 4 Healthy Life Expectancy of Women Aged 60 Years 2012
Marriage, Motherhood and Middle Age Freedom
Table 2 Motherhood and Family Size 2012
Chart 5 Average Age of Mothers at Which their Children Reach Mid Teens 2012
Sandwiched Between Mum and Being Mum
Changing Lives - Changing Values and Expectations
Chart 6 Self Image Among Midlifers 2011
Caught Between Possibility and Reality
Who Am I Next?
Happiness Is Simple - Health, Financial Security, Family and Friends
Where's the Money - the Economics of Midlife
Who Works
Chart 7 Female Participation in the Labour Force 2012
Who Earns What?
Chart 8 % Difference in Average Disposable per Capita Income of Men and Women 2012
Chart 9 Female Participation in the Labour Force vs % Male/Female Disposable Income 2012
Chart 10 Who is Working - Female Participation in the Labour Force 2012
Work and Identity
Chart 11 % Agreeing With the Statement "I Would Turn Down a Promotion if it Meant Working Longer Hours"
Power, Glory Or Influence?
Political Influence
Table 3 Women's Political Representation, 1st February 2013
Corporate Power
Summary 2 The World's Most Powerful Women 2012
The Crash of Machismo?
Glory and the Rise of Celebrity
Beauty and the Beast of Celebrity
Is Influence Enough?
Midlife Crisis for Marketers?
Revolutionary Women
Age Denial
Social Media Is Changing Trust
Summary 3 % Agreeing With the Statement "I Trust Social Media More Than TV and Print"
Summary 4 Social Media and the 45-64 Year-old Woman
When the Going Gets Tough, the Tough Realise They're Empowered Consumers
Still Interested in New Products
Chart 12 % Agreeing With the Statement "I Like to Try New Products and Services"
The Changing Shopper
Health and Beauty
Summary 5 Midlife Women's Beliefs About Health
Chart 13 Consumption of Fruit and Vegetables Per Capita (kg per Annum) 2012
Chart 14 Middle Aged Spread - % of Women Either Obese (BMI 30+) or Overweight (BMI 25-30) 2012
Technology - the Great Disruptor
Chart 15 % Household Ownership of Landlines, Mobile Phones and Broadband Enabled PCs 2012
Country Profiles
Chart 16 Overview of Midlife Women, Brazil
Summary 6 Digital Activity, Brazil
Chart 17 Overview of Midlife Women, China
Summary 7 Digital Activity, China
Chart 18 Overview of Midlife Women, France
Summary 8 Digital Activity, France
Chart 19 Overview of Midlife Women, Germany
Summary 9 Digital Activity, Germany
Chart 20 Overview of Midlife Women, India
Summary 10 Digital Activity, India
Chart 21 Overview of Midlife Women, Japan
Summary 11 Digital Activity, Japan
Table 4 % Change in UK Female Population 1980-2020
Chart 22 Overview of Midlife Women, UK
Summary 12 Digital Activity, UK
Chart 23 Overview of Midlife Women, US
Summary 13 Digital Activity, US
Future Implications
An Ageing World
Chart 24 Growth Rates of Age Cohorts of Women 1980-2020
Table 5 Changing Age Profiles of Women by Country 2012-2020
Table 6 GDP Growth (%) - Ranked by 2015 Growth Rate
Table 7 Women's "Misery Index" (Ranked by 2015 Scores) 2012-2020
The Next Generational Shift

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