Remember the Oscar post I wrote a while back?

I mentioned how women over 50 rarely get the spotlight from brands, even though they quietly hold enormous spending power. Well, turns out I underestimated just how big that power actually is.

We're talking $15 trillion in spending power. Yep, trillion, with a T.

According to Forbes and AARP, women over 50 in the U.S.:

✅ Control 95% of household purchasing decisions (yes, practically all of them!)
✅ Represent 27% of all consumer spending
✅ And have a collective spending power of $15 trillion

Yet, most marketers are chasing Gen Z and younger Millennials, convinced they're tapping into the most profitable audience.

But let’s face it—brands tend to follow what’s flashy and trendy, right?

Meanwhile, quietly in the background, women over 50 aren’t just spending; they're spending big. They're loyal, engaged, and ready to buy—yet most marketers barely acknowledge them.

Imagine throwing a party, ignoring the quiet guest who brought all the snacks (and paid for the venue), and instead obsessing over the guest dancing loudly on the table—who didn’t even bring chips.

That's basically what's happening here.

Perception Drives Profits (Here's Why It Matters)

Why do brands miss out on such a huge, profitable market?

Because marketing is often about perception, and perception can trick us into believing:

• Trendy = Valuable
  
• Younger = More profitable
  
• Quiet audiences = Not worth the effort
  

But just because an audience isn't dancing on tables doesn't mean they're not important, or loaded.

So Let’s Talk About What This Means for Your Brand

Even if your product has nothing to do with women over 50, the lesson here still applies.

You might be ignoring your own version of this “$15 trillion” market—just because it’s not the loudest, flashiest, or most obvious.

Here’s how to stop doing that:

1. Double-Check Your Assumptions

Be honest: Are you targeting certain audiences because they're popular—or because they actually buy from you?

Take a good look at your analytics.
Who’s quietly filling their carts? Who’s renewing their subscriptions without fanfare?

Those are your true VIPs, start showing them some love.

2. Go Deep Instead of Wide

Sure, big numbers look impressive on Instagram. But let’s talk bank balance instead of follower count.

Women over 50 might not be dancing on Reels, but they’re loyal, intentional, and they spend big when a brand speaks their language.

Find your version of that audience.
Find your niche.
Then serve them like no one else is.

3. Nail Your Brand Story

Nike isn’t selling shoes, they're selling ambition.
Apple isn’t selling phones, they're selling innovation.

Payless famously convinced influencers their $19.99 shoes were $645 luxury items, just by crafting a better story.

What story is your brand telling? Are you positioning your product as something truly valuable to your actual customers—or just something trendy?

Stop Leaving Easy Money on the Table

The $15 trillion blind spot isn’t just about age, it’s about paying attention to who’s quietly driving your profits.

Are you chasing popularity, or are you chasing profitability?

Because often, the biggest opportunities aren’t trendy, they’re hiding in plain sight.

🌸 Do you agree? Anything to add? Would love to hear your thoughts!

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