A DECADE OF LEADING
THE CONVERSATION

2008-2012

Recognizing the early undercurrents of change among modern women.

Through hundreds of interviews across fashion, retail, and health brands, we identified an emerging shift in how women were thinking, living, and choosing. Women were moving beyond prescribed roles, redefining identity on their own terms, and placing greater value on autonomy, self-direction, and entrepreneurship. What appeared subtle at the time marked the beginning of a broader cultural shift that would redefine markets, categories, and influence.

2013-2016

Identifying the evolution  between traditional and modern women. 

We pioneered the first U.S. study exclusively focused on female millennial entrepreneurs, then a nascent and largely overlooked cohort. Our research revealed millennial women would redefine the economy. Gender would become an industry as women moved beyond traditional corporate paths to build businesses, side hustles, and new cultural influence..  This shift created billion-dollar opportunities and informed our view of the modern woman. 

2017-2018

The Shift to Self™.  Identifying the recalibration of aging.  

We interviewed hundreds of women 40+ and uncovered a profound reframing of midlife. We identified emerging cultural shifts around aging, reinvention, identity, health agency, and purchasing power before menopause became a mainstream media conversation. We identified the shift. Then we watched the culture catch up.

2020-2024

Convergence of health, wellness and beauty.

2025-2026

For years, discussions about women 40+ have been trapped between “anti-aging” narratives and the menopause boom. Both miss the cultural power and complexity of today’s midlife woman. But a more meaningful shift is happening now—one where style, vitality, and personal agency converge to shape a new way of experiencing midlife. We call it Longevity Chic.