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The Marketing To Midlife Podcast

The Marketing To Midlife Podcast

Written by: The Behaviours Agency
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 Unlock the Power of Midlife Women, with the Marketing to Midlife Podcast.

Why are so many brands missing out on this most influential demographic? Join Sue Benson and her incredible guests on The Marketing to Midlife Podcast, as they challenge the status quo and reveal the secrets to authentically connecting with midlife women. Get ready for expert insights, actionable strategies, and fresh perspectives that will transform your marketing and help you harness the immense power of this often-ignored audience. Tune in and redefine your approach!

Sue Benson is Founder & CEO of The Behaviours Agency. Find our more at https://thebehavioursagency.com/The Behaviours Agency Economics Marketing Marketing & Sales
Episodes
  • 4. Jacynth Bassett on Disrupting Ageism and Championing Intergenerational Marketing

    4. Jacynth Bassett on Disrupting Ageism and Championing Intergenerational Marketing
    Dec 10 2025
    Sue Benson sits down with Jacynth Basset, CEO and Founder of Ageism Is Never In Style. In this inspiring discussion, Jacynth tells us how she is disrupting ageist attitudes across all global industries and championing an age-inclusive approach to business. She addresses the vital case against siloing generations and explains why taking an intergenerational approach is key to attracting older consumers without alienating younger ones.

    Jacynth lays out the undeniable commercial argument for age-positive marketing , emphasising that ignoring the longevity economy is a refusal to acknowledge the reality of the global consumer base. This is a dynamic conversation that challenges the industry to rethink its reliance on buzzwords like "ageless," which, as Jacynth explains, "still means age-less. It's got ageist connotations to it".
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    37 mins
  • 3. Helen Hope on the Nuances of Marketing to Midlife Women

    3. Helen Hope on the Nuances of Marketing to Midlife Women
    Oct 20 2025
    For our third episode Sue Benson sits down with Helen Hope, a marketing expert with a diverse "squiggly career" that includes launching two businesses and holding senior brand roles at Fraser's Group and M Brown.

    In this essential discussion, Helen shares her thoughts on the nuances of marketing to midlife women, the issue of age-capping on influencer briefs and why brands do themselves a disservice by excluding older demographics, and the concept of 'magnetic marketing' - where great brands attract customers by rooting into causes and values that matter to them, rather than chasing them. Helen's final advice to marketers - be customer-first, speak into their needs, and always ask: "Why should they care?".

    This is a dynamic conversation that challenges marketers and agencies to rethink how they connect with midlife women with genuine intent.
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    26 mins
  • 2. Jen Grayson on Tackling Taboos and Empowering Midlife Women with Tena

    2. Jen Grayson on Tackling Taboos and Empowering Midlife Women with Tena
    Aug 7 2025
    For our second episode, Sue Benson sits down with an inspiring brand manager, Jennifer Grayson. As the force behind Tena, the brand that has taken the taboo out of bladder weakness, Jennifer shares invaluable insights on building a powerful brand with purpose.

    In this must-hear discussion, she reveals the brand's journey, from its medical origins to a groundbreaking movement that empowers women.You'll gain a deeper understanding of how to authentically represent the diverse midlife market, the critical role of empathetic language, and why listening to your audience is the key to tackling sensitive topics. I

    t's time to move beyond the stereotypes and embrace marketing that makes midlife women feel visible and supported.
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    33 mins
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