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Global brand strategy, innovation and design agency Dragon Rouge have conducted research on Mid-Life Women to understand their diverse attitudes and behaviours, their needs, their evolving aspirations and lifestyles, and their perception of what brands are delivering.

The research provided surprising insights.

These women know what they want and make it clear. Beware the marketer who gets it wrong – they take no prisoners and have a long memory. ‘Crunch’ notwithstanding, they are still putting money and time with brands that earn their loyalty and they are old and wise enough to anticipate the green shoots of recovery and plan forward, without compromising quality of life.

Whether full time mums, empty nesters, newly single or going it alone, strong themes emerged for brand owners from all sectors to sit up and listen to.

The care crunch
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