THE SHIFT TO SELF
Building on our deep expertise in defining modern women, REAL predicted in 2016 that Gen X women would forever change perceptions of “midlife” and rewrite the playbook on aging. We launched the first U.S. study exclusively focused on Gen X women, hypothesizing that they would shed the limitations historically placed on middle-aged women and create a new narrative of aspirational agelessness.
Thought Leadership | Cultural Immersion™ | Disruption
ASPIRATIONAL AGELESSNESS.
CREATING A NEW NARRATIVE OF
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The status Quo
In 2016, the prevailing belief was that Gen X women were largely dissatisfied and felt unfulfilled in their lives. However, our findings completely upended this notion and brought about a significant change in understanding around middle-aged women.
Women 40+ are rejecting the stereotypes laid out before them and ditching the limitations historically placed on middle-aged women. They are carving out for themselves a period we coined The Shift to Self – a midlife breakthrough that speaks of a new type of fertility and intrinsic to a recalibration of aging. We believe this shift will be the biggest disruption in women’s health and we urge brand leaders to pay close attention.
REAL interviewed high-profile influencers from Goop, Harper’s Bazaar, and Elektra Health, along with other global luxury and fashion brands. We also conducted semi-structured interviews with 60 women between the ages of 40 and 55. Our final step was launching a national online survey to gauge how women 40+ felt about aging. Our research revealed how women 40+ were happier than the media projected and how their spending habits signaled billion dollar opportunities for brand leaders willing to innovate products and services that appeal to this age defying demographic.
REdefined
How we
perception of midlife
THE
From the woman behind the study.
Women are creating a new game-changing playbook and sharing it with those who wish to be part of this exciting, history-defining shift.
- Serena, Saitas CEO, REAL
