The event “The Unprecedented Decade,” which brought together more than 100 women over 40, presented Amarelo’s proprietary study on women aged 50 to 59, led by Amanda Abrão and Mariane Maciel. Advertising professionals Lara Magalhães and Thati Bissoli, founders of Coletivo 45+, partners in organizing the event, say that understanding the current decade is essential to paving the way for the appreciation of the “silver economy” in the coming years. “This study is a milestone for the market, as it allows us to stop generalizing all women aged 50+ and thus bring more visibility to the new profile that has emerged in this decade,” says Lara.
The presentation of the study, which took place at Galeria Idea!Zarvos in São Paulo, shared with the women present worrying data on the current scenario that is not limited to reduced opportunities in the job market, but also social prejudices that often become obstacles to achieving leadership positions. Lara Magalhães recalled that today 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. “And when the numbers are broken down, the impact on women is even greater,” says Thati Bissoli.
Main topics of the study
More than 350 women were interviewed during the research, with the support of MOB, which selected the women to ensure diversity and representation in all socioeconomic classes and regions of Brazil. Amanda Abrão says that the conversation with the interviewees focused heavily on events that occurred in the last decade that have never been the subject of more in-depth studies. “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,” says Mariane Maciel.
The survey shows that 81% of women interviewed are used to hearing the comment ‘You don’t even look your age’, which according to Amarelo’s partners, ends up being a reflection of how outdated the repertoire about women in their 50s is. The most curious aspect is that most of the prejudiced comments about age come mostly from younger women (61%), half the percentage found among men in the same age group; rates that decrease in older age groups. “We can say that there is a structural prejudice”, points out Amanda.
Working is necessary: 77% are fully or partially responsible for the family income. However, it is in the job market where ageism is most disturbing. When asked about the biggest difficulties faced by women over 50 in the job market, 64% pointed out the difficulty in being hired or approved in selection processes. Being happy with their age and having high self-esteem are rates that drop significantly if the woman is looking for a job in this age group. “Unemployed women are unfortunately the ones who feel the most the effects of a culture that prioritizes young people,” says Mariane Maciel.
Debate with influencers
The main topics presented by Amarelo guided the debate that followed with the three influencers of the same age group who were invited: Adri Coelho Silva (@vivaacoroa), Samanta Lopes (@samantalopes_br) and Vanessa Palazzi (@mulheresdequarenta). Adri Coelho Silva, 52, created @vivaacoroa, a pioneering channel on women’s issues 50+, today with hundreds of thousands of followers. Adri writes a column on the Vogue Brasil website, increasingly expanding the reach of content created to combat ageism and normalize aging in an increasingly older country (and world). Adri said she was impressed by the number and strong interest of the women present. “Today’s 50+ women are paving the way for the next generations to have better social and professional conditions when they reach the same age. Studies like ‘Fifty and Nothing More’ generate great identification and drive us forward. We need to pick up speed, but we know where we want to go. I am proud to be part of this movement.”, he said.
Samanta Lopes is the Educational Coordinator for the MDI Program (ED&I and ESG) for Companies at Agência Um.a. and a specialist in digital inclusion and corporate diversity; and founder of Hub and Tech Produções Letramento Digital. A black woman who was born in the outskirts of the East Zone of São Paulo, she has had over 15 years of experience in corporate management. In her experience, she said she identifies two inclusion movements in the market: companies that want to include inclusion goals and those that truly value the experience of professionals over 50 years old. “Changes come from humanized connections between people. Life stories allow us to find connections and this supports transformation. Many managers today are creating new governance policies because they have seen their daughters and granddaughters facing barriers and to change these stories, as allies, they mobilize changes and support inclusion, opening spaces for valuing these women,” she said.
Vanessa is 53 years old and discusses relevant topics with her more than 1 million followers on the main platforms about female maturity, self-esteem, lifestyle, and health and well-being tips. Impacted by the results of the research presented, Vanessa states that the impeccable work developed by the Amarelo team reflected exactly the universe of mature women, highlighting not only the battles they face at this stage of life but also their hopes and desires for the future. “It is so good to know that we are all going through the same situations together and at the same time to be able to see that we have a promising future ahead of us. Debating the topic makes us reflect and brings light so that we can face our challenges head on and with lucidity”, she said.
Galeria Idea!Zarvos, the main supporter of the event, opened its three thousand square meter space located in Jardins to welcome it.
