Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Women 40+ Rock their Age but Resent Misrepresentation


Trans-Tasman Research Reveals Women 40+ Rock their Age but Resent Misrepresentation

Millers ‘Seeing Me Project’ Out to Combat the Issue of Invisibility for Women

Women 40 and over across Australia and New Zealand appear to be rocking their age and feeling good within their own skin according to a landmark study* revealing the majority feel younger than they are (85 per cent) and more youthful than their mothers were at the same age (61 per cent).

However the Millers 40+ Woman Study of almost 4300 customers on both sides of the Tasman* showed that these ladies do not feel they are being represented in line with their own positive outlook.

Three quarters (76 per cent) want to see women their age appropriately represented in popular media such as advertising, fashion spreads, movies and television shows, with almost half saying this is very important to them. However, 80 per cent of these women believe this is simply not happening, describing the way they’re portrayed as ‘old’, ‘elderly’, ‘unimportant’, ‘frumpy’, ‘invisible’, ‘unfashionable’ and ‘dowdy’.

Jane McNally, Brand Director for Millers, said the survey clearly indicates that women 40+ feel misrepresented, despite the fact that they are proud of their age and who they are.

“Over the years we’ve struggled to find models through the usual casting agencies and we’ve always wondered why this age group is so under-represented, particularly when we see so many beautiful women in our stores,” McNally said.

“These women have given life, love and care to others for decades, and they’re not embarrassed about their age or how they look. From beauty and entertainment, to fashion and film, the messaging in the market is telling women they should look younger and hide their years. We need to proudly recognise all women over 40 and celebrate their beauty, vibrancy and character – wrinkles and all,” she said.

McNally said this is why Millers has just unveiled The Seeing Me Project – a pledge to use customers in advertising plus a digital community hub to showcase 40+ women’s awesomeness.

“The Seeing Me Project is a long term commitment by Millers to celebrate our women. It currently features a casting call where you can apply to be a Millers model and ambassador, research into hot topics for women 40+, interviews, behind-the-scenes footage from photo shoots and our inspirational video celebrating women of all ages,” she said.

“It will evolve over time with events and forums so our wonderful women can be seen and heard as they keep getting better, not older, growing in confidence, wisdom and achievements.”

According to the research, feeling good about the person you are (88 per cent) and feeling healthy (88 per cent) are very important to women over 40. Close to half (45 per cent) of those surveyed think it’s very important to feel visible to others and this increases with age.

Worryingly, despite the fact that around six in 10 women regularly feel valued (60 per cent) and respected (65 per cent) by their family and friends, the majority (78 per cent) said they have felt invisible when engaging with those beyond their close circles, with 15 per cent regularly feeling this way. Almost a third (31 per cent) also said they have felt discriminated against because of their age.

Retailers lead the way in terms of places where women said they have felt ignored (65 per cent), followed by public transport and walking down the street (44 per cent), social gatherings (42 per cent) and at restaurants or cafes (33 per cent).

McNally said everything Millers does is for the love of its women, with the brand on a mission to combat the issue of invisibility in the broader community for women 40+.

“We have always seen these women for who they truly are and looked after them in-store so they never feel invisible. Now we want the whole world to see them as we do,” she said.

“At Millers, we are constantly working to help them look and feel their best, and we have a unique community that we take pride in fostering and supporting. From introducing customers in our advertising, to transforming our products, retail stores and customer service offerings, we are wrapping our arms around women so they feel valued every day.”
The Millers 40+ Woman Study also revealed which influential Australian peers women find most inspiring, with Ita Buttrose, Rebecca Gibney, Quentin Bryce, Julie Bishop, Deborra-Lee Furness and Maggie Beer topping the list.

“Our women don’t just want to see the likes of Helen Mirren representing them. They want to see people from all different walks of life, shapes, sizes and ages coming up trumps. It’s time we all got on board to celebrate ageing and allow women over 40 to be seen as they deserve,” McNally said.

ENDS

© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 

RNZ: Porirua Most Expensive Region To Rent, According To Trade Me

A rental website shows this town is now New Zealand's most expensive region to rent a house, ahead of Wellington and Auckland cities. More>>

ALSO:


Stats NZ: Nearly 1,000 More Big Businesses Now Than Two Decades Ago – Media Release

There are now 2,690 big businesses in New Zealand employing more than 100 staff – nearly 1,000 or 58 percent more than 20 years ago, Stats NZ said today. Over the 20 years to February 2020, the total number of enterprises in New Zealand increased ... More>>

ALSO:

RNZ: Housing Boom Could Get Worse, Economist Warns

Economists are calling on the Reserve Bank to reinstate lending restrictions, warning the housing market is spiralling out of control. More>>

ALSO:

Westpac: Sets Out Plan To Go Cheque-Free

Westpac NZ has announced details of its plan to phase out cheques, after signalling in May that it would be supporting a move to other forms of payment. Cheques will cease to be available as a means of payment after 25 June 2021. Westpac NZ General ... More>>

ALSO:

NZTA: Major New Zealand Upgrade Programme Projects Go To Tender

Two major New Zealand Upgrade Programme projects are beginning tenders for construction. The New Zealand Upgrade Programme is a $6.8 billion investment to get our cities moving, to save lives and boost productivity in growth areas. The first Auckland ... More>>

Reserve Bank: RBNZ Seeks To Preserve Benefits Of Cash

The Reserve Bank – Te Pūtea Matua is taking on a new role of steward of the cash system “to preserve the benefits of cash for all who need them”, Assistant Governor Christian Hawkesby told the Royal Numismatics Society of New Zealand annual conference ... More>>

ALSO:


CERT NZ: Malicious Computer Virus Targeting New Zealanders

CERT NZ, the government agency which supports organisations and individuals affected by cyber security incidents, says a recent surge of increasingly sophisticated malware attacks is affecting everyday New Zealanders as well as large organisations. The ... More>>

ALSO:

Economy: NZ Small Business Recovery Continues In September

Xero, the global small business platform, today released its Small Business Insights (XSBI) for September revealing an uptick in small business jobs and year-on-year revenue growth in New Zealand. Nationwide, the average number of jobs in the small ... More>>

ALSO:


Courts: Businessman Eric Watson Sentenced To A Four-Month Jail Term

New Zealand businessman Eric Watson has been sentenced to a four-month jail term in the UK for contempt of court, TVNZ reports. More>>

OECD: Area Employment Rate Falls By 4.0 Percentage Points, To 64.6% In Second Quarter Of 2020

The OECD area employment rate – the share of the working-age population with jobs – fell by 4.0 percentage points, to 64.6%, in the second quarter of 2020, its lowest level since the fourth quarter of 2010. Across the OECD area, 560 million persons ... More>>

Spark: Turns On 5G In Auckland And Offers A Glimpse Into The Future Of Smart Cities

Spark turned on 5G in downtown Auckland today and has partnered with Auckland Transport (AT) to showcase some of the latest in IoT (Internet of Things) technology and demonstrate what the future could look like for Auckland’s CBD with the power of 5G. 5G is ... More>>

Stats NZ: Monthly Migration Remains Low

Since the border closed in late-March 2020, net migration has averaged about 300 a month, Stats NZ said today. In the five months from April to August 2020, overall net migration was provisionally estimated at 1,700. This was made up of a net gain ... More>>