And nearly two in three (65%) women 50-plus feel they are not depicted adequately in media.
Customer loyalty today doesnt guarantee loyalty tomorrow.
Across age groups, women believe the person you are inside matters more than appearance.
Kindness, morals, character and values, and personality are more important than looks.
However, the focus on being healthy and authentic versus attractive to others is more pronounced among the 50-plus.
Social influence a help or hindrance?
Additionally, TikTok and Instagram are particularly influential among younger adults.
Shifts in perception
Negative perceptions and self-criticism tend to lessen as women age.
Methodology
This five-year retrospective report comprises findings from 20,854 women age 18 and older.
The online and phone surveys were conducted annually between 2018 and 2022.
The samples were balanced against Census benchmarks on age, gender, race/ethnicity, and geographic population.
For more information, just contact Alicia Williams atarwilliams@aarp.org.
For media inquiries, contactmedia@aarp.org.
