Hiding in plain sight: The anchors of our economic ecosystems — Women 50+

By Rhonda Hiatt, Global CEO, M+C Saatchi Consulting

A historic transfer of wealth is happening—and women are taking the lead.  

Owning 27% of all consumer spending, women 50+, specifically, are the ultimate “super consumers.” They outspend Gen Z nearly two-to-one today—and are likely to remain the dominant spenders and builders of wealth through 2035. That’s not a niche—it’s the economy. Yet, boardrooms and brands continue to chase after Gen Z.  

At M+C Saatchi, we’re experts on Cultural Power—the advantage brands gain when they understand where real influence lives in culture, not just where the noise is.  

And right now, one of the most powerful sources of that influence is hiding in plain sight.  

These women aren’t slowing down—they’re anchoring entire ecosystems. They’re setting trends in wellness, lifestyle, and experience, while making the decisions that shape families, households, and communities. Representing roughly 30% of total purchasing power, their impact is both financial and cultural.  

To connect with this audience authentically, brands must embrace the full reality of her world. From sandwich parenting to navigating menopause to redefining the workplace and everything in between, these women are looking for brands to show up for them. Understanding them and their needs allows brands to serve up solutions that keep them moving across their day and their very full set of responsibilities. Doing so unlocks far more than a demographic; it taps into a force that shapes markets and drives measurable business results.  

Here’s how brands can act on this opportunity:  

Get to the real, real

Women often prioritise others’ needs over their own, yet they experience significant life milestones that are frequently underserved, creating a substantial opportunity for innovation.

Engage her whole self

Brands often talk to women about specific needs—widen the aperture and you’ll learn about so many more opportunities to connect, engage and serve.

Lead with empathy

Brands that truly understand women’s priorities don’t just connect—they drive revenue, build loyalty, and create a ripple effect that shapes spending and influence.

The question isn’t whether brands can afford to speak to this audience—it’s whether they can afford not to.