Study “Fifty and Nothing More” highlighted that 64% of respondents face difficulties entering the job market
Coletivo 45+ and Amarelo brought together more than 100 women over 40 to present data from the study “Fifty and Nothing More”, which shows how women aged 50 to 59 are viewed in society. The meeting took place this Wednesday (4), at Galeria Idea!Zarvos, in São Paulo.
According to the study, 81% of women interviewed said they often hear that they “don’t look their age”, which reflects people’s outdated repertoire of what a woman over 50 is.
“A lot has changed in relation to previous generations. But there is still a gap between reality and the way they are represented, narrated and imagined by society. Women in their 50s today are unprecedented,” said Mariane Maciel, founder of Amarelo.
The research also found that the majority of ageist comments (61%) came from younger women, half the percentage found among men in the same age group.
The study also highlighted the place these women occupy economically, since 77% of respondents are fully or partially responsible for the family income.
Furthermore, the data showed the challenge that this segment of the population faces when seeking a place in the job market. According to the results, 64% stated that they have difficulty being hired or approved in selection processes, causing their happiness index in relation to age and self-esteem to suffer a drop.
Specifically regarding the advertising market, Lara Magalhães, founder of Coletivo 45+, highlighted that only 5% of advertising agency staff are professionals over 50 years old and that 70% of creative professionals have never even received a briefing in which the target audience was this age group.
“This study is a milestone for the market, as it allows us to stop generalizing all women over 50 and thus bring more visibility to the new profile that has emerged in this decade,” added Lara.
