Women & Ageism: Midlife Is Our Market Moment

The following article is a guest post for Emsee by our long-time community member and contributor Gina Mitchell. Gina is the the founder and CEO of Midlife Coaching for Women and best-selling author who helps women thrive through menopause and midlife, drawing on her 35+ years of experience as a scientist and educator.  

For generations, women have been taught that midlife marks decline, a fading into invisibility. Ageism has quietly shaped how society sees us, and how we sometimes see ourselves. Fortunately, those old narratives are cracking wide open. 

Today’s women over 45 are more educated, employed, and financially independent than any generation before us. We’re not winding down, we’re actually powering up. 

The Truth in Numbers 

Let’s look at the facts: 

• Women aged 55–64 now have a 64.5% workforce participation rate, compared with just 48% two decades ago. (ABS) 

• Women make up nearly half of Australia’s entire workforce, contributing billions to the economy every year. 

• Households led by someone aged 65 or over have an average net wealth of $1.4 million, compared to around $900,000 for younger households. (AIHW) 

• Australians over 50 account for 55% of all travel spending and 64% of new car purchases. (YourLifeChoices) 

So much for being “past our prime.” The data proves it, midlife and older women hold enormous economic and cultural influence… and the world is finally starting to notice. 

Why Ageism Still Matters 

Despite our power, many of us still feel unseen or undervalued. Media often glorifies youth. Workplaces still make assumptions about energy or ambition. Products and ads are often designed as though women stop existing after 40. 

But we are the ones spending the money, driving trends, shaping communities, and holding up families and businesses. It’s time to use that collective power with awareness and intention. 

The New Face Of Power 

Being an older woman today means more freedom to define success on your own terms. You can: 

• Choose where your money goes — and make brands work to earn your loyalty. 

• Use your voice to challenge stereotypes, in the workplace and beyond. 

• Support women-led businesses and ventures that represent our values. 

• Influence culture by simply showing up as your authentic self. 

Every purchase, post, vote, and conversation adds up. Collectively, we can reshape the marketplace to celebrate wisdom, maturity, and strength instead of youth alone. 

Ways To Show Your Influence 

Here are simple, practical ways to wield your power, every day: 

• Buy consciously: Support brands that value older women in their imagery, leadership, and product design. 

• Speak up: Review products or companies that get it right and call out those that don’t. 

• Mentor others: Share your hard-earned wisdom with younger women or peers stepping into leadership. 

• Lead by example: Be visible. Wear colour. Try something new. Let others see what’s possible. We can be as eccentric and individual as we want and this encourages others to do the same! 

• Engage socially and politically: Add your voice to conversations about fair pay, flexible work, and representation. 

• Invest in yourself: Take courses, travel, or join experiences that grow your confidence and joy. For me this is ongoing education in the things I am interested in as well as regular travel. 

You don’t have to move mountains. Each small, deliberate action shifts the balance of visibility, money, and meaning. 

The Shift Begins With You 

When we fully recognise our own value, the world reflects it back. This isn’t about fighting age… it’s about owning it. You’ve spent decades building wisdom, resilience, and empathy. Now it’s time to use those qualities to shape a life that excites you. 

You already have the power and it’s just waiting to be directed with intention. 

If you’re ready to reconnect with your confidence, clarity, and purpose, book a Soulful Connection Session with me. Together, we’ll uncover your strengths, dissolve old stories, and help you design a life that feels aligned with who you truly are… powerful, vibrant, and free. 

Your next chapter isn’t about reinvention. It’s about recognition. 

Book your Soulful Connection Session today — and start living the life you want, not the one society expects. 

Here’s the link:  

https://calendly.com/gcmitchell58/soulful-session 

References 

• Australian Bureau of Statistics. Spotlight: Changes in participation rates for men and women in Australia (2024). 

• Australian Institute of Health & Welfare. Older Australians: Income and finances (2024). 

• YourLifeChoices. This surprising age group is now outspending the rest of Australia (2023). 

• Ai Group. Gender and the Australian Labour Market Fact Sheet (2024).