Marketing consultancy for the 50+ women's market
Your best customer is 61. Your marketing team is 34.
Over-50s account for more than half of all UK household spending. They appear in under a quarter of television advertising. I help brands close that gap, and I'm in the market I'm selling to.
Ali, primary portrait
Commissioned headshot, not stock. Direct eye contact with the camera, natural light, plain or softly out-of-focus background. She should look like someone who chairs the meeting, not someone being photographed for a brochure about ageing well.
No soft-focus filters, no hands-on-chin poses, no laughing-at-nothing. The entire argument of this site is that this audience is misrepresented, so the founder's own photograph has to be the counter-example.
Portrait crop, at least 1200 × 1600px, JPEG or WebP. Budget for a professional shoot: this image does more selling than any other asset here.
The problem isn't reach. It's recognition.
Most brands can already buy the impressions. What they can't do is make a 58-year-old woman feel like the ad was made by someone who has met her. So she scrolls past, and the spend is written off as a demographic that "doesn't convert."
American research puts a number on how rarely that lands: just 3% of adults over 50 say they feel "seen" in advertising. Not under-served. Not badly targeted. Unrecognised, by 97 brands in every hundred.
It converts. It converts better than almost anything else in the portfolio. It just doesn't respond to work built by people guessing across a generation: casting that reads as either invisible or geriatric, copy that congratulates her for still being active, and product truth that was never pressure-tested on anyone her age. She has noticed, too. Nearly two thirds of over-50s say they are ignored because advertisers are too young to understand them, and the IPA's own census says they are right.
I close the guessing gap. I bring twenty-five years of marketing discipline and the fact that I am the customer, and I use AI to do in days the audience research that used to take a quarter.
Where I help
Fixed scope, fixed fee, and a deliverable you can act on without hiring me again.
Audience Audit
A structured teardown of how your brand currently lands with women 50+: creative, casting, copy, channel, and product truth. You get a prioritised fix list, not a deck of observations.
AI Visibility Check
What do ChatGPT, Gemini and Google's AI answers actually tell a 58-year-old woman about your category, and does your brand appear at all? Increasingly this is the first impression, and almost nobody is auditing it for this segment.
Campaign & Creative Review
Pre-launch review of work aimed at, or likely to reach, this audience. Catches the tone failures that test groups are too polite to name and that cost you the segment for a year.
AI Literacy for Women 50+
Workshops for teams, employers and membership organisations. Half the women in this cohort don't use AI at all, and the gap is trust, not aptitude. I teach it as someone on the same side of it.
I'm taking on my first three clients at a founding rate.
I've spent my career inside marketing teams. This consultancy is new, and I'd rather be straight about that than pad a website with borrowed logos.
So: the first three Audience Audits are £4,500 instead of £6,500. In exchange I ask for a candid conversation at the end and, if the work earned it, permission to write it up as a case study.
You get senior work at a discount. I get proof. Nobody pretends the other thing is happening.
Ali to camera, 60 to 90 seconds
Why this earns its place: the proposition is that she is the customer. Text can assert that. Ninety seconds of a composed, funny, obviously competent 61-year-old proves it before a prospect has finished reading. For a consultancy with no case studies yet, presence is the substitute for proof, and it is a good one.
What it should be: one continuous take, seated, talking straight to camera. The 62% statistic, why the industry keeps missing it, what she does about it. Scripted to the beat but not read aloud. Captions burned in or a proper caption track, because a large share of viewing is silent.
What it must not be: a silent looping background video behind the hero, stock b-roll of hands on keyboards, or anything with library music. Those signal agency, and the whole positioning is the opposite of agency.
Self-host as MP4 with a poster image, or embed unlisted from Vimeo. Never autoplay. Half a day with a decent videographer covers it.
Is your marketing invisible to women over 50?
10 questions, 3 minutes, an honest score and the 3 things I'd fix first. No email required to see your result.