Fantastic at Forty! The New Young Woman Consumer

This article examines what women consumers mean when they define themselves as either “young” or “middle‐aged.” A survey of women 30 to 69 shows that they consider it acceptable to be young at any chronological age. This article provides evidence debunking five common fables about women and negative age stereotypes. The reality, supported by this survey, is that women deny their chronological age, consider themselves young well beyond forty, and typically identify with a state of ageless youth. The marketing implications involve product development embodying youthful images and advertising campaigns using mature models, rather than teenagers, to appeal to mature women who define themselves as young at heart.