The New Maturity Economy
A global shift led by women 40+
The New Maturity is not a trend
It’s a cultural realignment.
Women 40+ are now the cultural majority, the primary decision-makers in households, and the driving force behind the fastest-growing sectors in wellness, reinvention, identity, and longevity.
They move billions.
They shape culture.
They redefine what influence looks like.
Yet, despite their scale and impact, they remain largely invisible in brand narratives, product innovation, and cultural strategy.
The New Maturity Study exists to change this.
WHAT THE RISE OF THE NEW MATURITY REVEALS
A Cultural Reordering
Women 40+ are redefining power, identity, creativity, leadership, and community. They are reshaping how culture is formed, sustained, and regenerated.
An Economic Force
The 50+ economy is expanding 3× faster than global GDP.
Spending among 55+ has grown 129% in the past decade.
Midlife women are driving 240% growth in wellness, longevity, and reinvention categories.
They are not a niche, they are the world's most undervalued growth engine.
A Narrative Gap
Even with this scale:
90% of brand storytelling centers youth
Only 5% of marketing budgets focus on mature audiences
Most companies still operate with outdated assumptions about aging, identity, and midlife transitions
Where brands see decline, women see expansion. This misalignment is the opportunity.
WHY THIS MATTERS FOR BRANDS
Brands that ignore the New Maturity risk irrelevance. Brands that embrace it unlock cultural relevance, authenticity, and long-term regenerative growth. To thrive in this new cycle, organizations need:
New narratives that reflect real identity shifts
New representation models grounded in truth, not tropes
New innovation frameworks for wellness, finance, tech, health, career, and reinvention
New lenses of cultural intelligence
New value creation strategies anchored in maturity, not youth
The New Maturity is not a demographic.
It is a cultural operating system.
BE THE FIRST TO RECEIVE
THE NEW MATURITY REPORT
Pre-Launch - Feb 2026
Official Launch May 2026
We are conducting the first in-depth global research with women 40+ across Brazil, the U.S., and Europe — leaders in culture, business, science, politics, technology, wellness, creativity, and public impact.
The study will uncover:
The new codes of female power in midlife
The real tensions behind identity, reinvention, invisibility, sexuality, ambition, and freedom
How women 40+ reshape relationships, work, leadership, purpose, and consumption
What brands, institutions, and creators must understand next
It is time to make the invisible visible — with data, narrative, and global cultural intelligence.