Women 45+ Aren't Aging Out— They're Powering Up | Sharon Macey, episode 159

EP 159.   Women 45+ aren’t aging out—they’re powering up, and they move markets. In this episode, Sharon Macey (Mom to MORE®) shows how ditching clichés, using real representation, and messaging function, energy, and joy converts better with midlife decision-makers. We cover how to show up as a partner during reinvention moments (empty nest, caregiving, career pivots, menopause) and what to steal from brands like Dove, Athleta, and Eileen Fisher. Listen to sharpen your strategy, increase conversion, and earn decades-long loyalty.

When it comes to brand marketing, women ages 45 and up are too often overlooked or misrepresented, despite holding massive purchasing power and cultural influence. This week on Marketing With Empathy®, host Sarah Panus is joined by Sharon Macey—content creator, speaker, and host of the global podcast "Mom2More"—to set the record straight: “Older women aren’t aging out, we’re powering up.” Together, they dive deep into what brands are missing, the lazy clichés that need to go, and what modern, empathetic marketing looks like for midlife and beyond.

Episode Highlights & Key Takeaways

Real Representation Vs. Outdated Stereotypes
The conversation opens with a stark observation: brands are still stuck on clichés and fail to recognize the “empowered and vibrant” reality of women in midlife. Sharon points out that while stereotypes often reduce women 45+ to fragile retirees or anti-aging crusaders, the truth is these women are running businesses, marathons, going back to school, and launching second (or third) careers.

Empathy Over Assumptions
Sharon and Sarah emphasize the power of truly listening to these consumers—whether through focus groups, surveys, or customer conversations. Rather than assuming what women in midlife want, brands should "walk with us, not talk at us," creating content rooted in empathy and shared experiences.

Brand Loyalty & Life Transitions
Midlife women have been testing and using products for decades, making them fiercely brand loyal—but only to brands that see and respect them. Marketing that acknowledges life transitions like empty nesting, caregiving, career pivots, or menopause builds trust and authentic connection.

Standout Brands Doing it Right
The episode spotlights brands like Dove, Athleta, and Eileen Fisher for authentically representing older women in their storytelling and campaigns. Whether it’s Dove’s iconic “Real Beauty” campaign or Athleta’s real-life, multi-generational fitness models, Sharon highlights how these brands win by reflecting real women’s lives.

Vitality, Not Fear
A fascinating discussion on fitness and wellness reframes midlife women’s aspirations: they care about energy, function, and joy—not just anti-aging or weight loss. Sharon shares her own journey into Latin ballroom dance competition in her 50s, underlining that reinvention and vibrancy aren’t just possible, they’re happening every day.

“Women in midlife are running businesses, running marathons, going back to school. We are launching second careers. We are rediscovering our creativity and so much about who we are—and also that we are still sexual creatures. We're not one dimensional and we're not done.”
—Sharon Macey

Quick Recap

This episode is a wake-up call for brands still clinging to outdated ideas of aging. Sharon and Sarah make it clear: midlife and older women are powerful, evolving, and vital—they’re not on pause; they’re leveling up. Brands that listen, celebrate diversity, and show up as actual partners in these women’s journeys will earn not just loyalty, but influence across generations.

Resources & Links Mentioned in the Episode

• Mom to MORE Podcast by Sharon Macey: momtomore.com

• Athleta – Power of She Campaign: athleta.gap.com

• Eileen Fisher: eileenfisher.com

Referenced Episodes:

• Marketing to Women in Menopause with OB-GYN, Ep. 151

Sharon’s socials:

• Instagram: @MomToMore

• LinkedIn: Sharon Macey

• Facebook: MomToMore

Meet the Guest: Sharon Macey

Sharon Macey is a powerhouse: award-winning former copywriter and strategist, turned content creator, blogger, podcaster, and champion of women in midlife and beyond. Her podcast, Mom2More, shines a spotlight on moms embracing reinvention and redefining what’s possible well after 45. Sharon’s mission is to challenge stereotypes and showcase motherhood (and womanhood) as a masterclass in adaptability, resilience, and endless growth.

Closing Thoughts

If your product is anywhere near a mom’s sphere of influence, this episode is a must-listen. Sharon Macey and Sarah Panus deliver both inspiration and practical marketing strategy, proving that empathetic brand storytelling starts by seeing, listening to, and valuing women at every stage of their journey. Ready to tap into the real power of older women? The time (and opportunity) is now.

Catch the episode for the full conversation and let us know—which brand stories have made you feel truly seen?

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About Marketing With Empathy® Podcast Host, Sarah Panus

Marketing With Empathy® is the podcast for brands that want to target & engage mom customers. Moms influence or control 85% of ALL household purchases, but without the right content strategy many brands are missing out on sales. Sarah Panus helps busy marketers build clear content plans that reach more moms – and other key customers – to drive more leads and sales. Top 5% of all podcasts, and member of Marketing Podcast Network.

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With 20+ years of experience, Sarah understands how hard it is to juggle all the demands coming at you. She’s a mom, content marketing strategy consultant, Certified StoryBrand Coach, 2x podcast host of Marketing With Empathy® and KEEP KIDS SAFE, a speaker, and owner of Kindred Speak®. Sarah’s helped clients of all sizes including: Sleep Number, SHEFIT, American Express, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, Starbucks, Western Green, JHL Turf Pros, Christos Bridal, University of St. Thomas, American Heart Association, + numerous small businesses.

Podcast Produced by Sarah Panus