When brands chase fleeting trends or obsess over Gen Z virality, they often overlook a powerful, steady force driving real-world consumer behavior: midlife women. Sometimes overlooked as background figures in family and workplace narratives, these women—often Gen Xers (remember them?) and older millennials—are becoming central figures in the marketplace.
They manage wealth, influence culture, and power spending decision-making across industries. They may not always be the loudest voices online, but they’re among the most decisive, values-driven consumers out there. Together, they make up what some are calling the Auntie Economy.
Globally, Gen X accounts for nearly a quarter of consumer spending, despite representing just 18.3% of the population, according to data from Visual Capitalist. In the U.S., women over 50 are expected to control over $15 trillion in spending power, and they are poised to play a major role in the $30 trillion intergenerational wealth transfer anticipated by 2030. That number doesn’t even fully account for Gen X women in their forties and early fifties who are currently balancing eldercare and teen parenting, all while commanding substantial discretionary spending and wealth.
But despite their economic influence, this demographic is largely ignored in brand strategy. Most marketing campaigns still skew toward either youth-obsessed storytelling or gauzy, nostalgic Baby Boomer targeting. Gen X women fall into a cultural blind spot, even though they’re managing multigenerational households, holding peak earning roles in their careers, and prioritizing health, wellness, travel, and home design in ways that reflect deeply rooted cultural values and real economic agency.
A big reason these women aren’t fully seen is the perception problem. Too often, brand narratives flatten women over 40 into uninteresting caretaking tropes or outdated lifestyle templates. But today’s Auntie consumer is financially literate, culturally engaged, and socially influential. She’s the one giving advice on what air fryer to buy, which luxury mattress is worth the splurge, where to travel during the shoulder season, and what brands to trust during a wellness overhaul. She’s not chasing hype, and couldn’t care less about trends; she’s building value, and she’s bringing everyone else along for the ride.
Marketers who fail to see the potential here are missing an enormous opportunity. In the U.S., 85% of women make or influence household purchasing decisions, according to Forbes. Gen X women sit at the intersection of many of those choices: coordinating care for aging parents, guiding their kids through young adulthood, and often contributing financially to extended family systems. In Black, Latinx, and immigrant households, especially, the cultural and financial role of the midlife woman often includes providing housing, healthcare guidance, and community leadership. She is both the bridge and the glue holding it all together.
And she’s also incredibly savvy. Gen X women came of age during recessions, watched the dot-com bubble burst, survived the 2008 financial crisis, and now find themselves amid stubborn inflation, caregiving burnout, and economic uncertainty. The result is a consumer who values durability, transparency, and intentionality. According to a McKinsey study on consumer sentiment, women in their forties and fifties are increasingly investing in experiences, saving more aggressively, and favoring brands that offer practical value paired with long-term quality. They’re not easily swayed by novelty, but they are deeply loyal to brands that earn their trust.
What also makes this consumer culturally interesting is her ability to hold multiple value sets at once. She might prioritize wellness and clean beauty while still indulging in comfort foods tied to her heritage. She might skip fast fashion but spend big on statement jewelry. She doesn’t adhere to a one-size-fits-all lifestyle—and she doesn’t want your brand to assume she does.
Some brands are catching on. L’Oréal has gained ground with campaigns featuring older women and focusing on timeless beauty rather than youth. Furniture and home design companies are building marketing strategies around flexibility and investment pieces, rather than seasonal trends. Travel companies are designing itineraries and experiences specifically for midlife women who travel solo, with their sisters, or with multigenerational family members. Even car manufacturers like GM are rethinking dealership experiences by training sales reps to address the concerns of women buyers more directly and respectfully.
Still, these examples are exceptions. Too many industries—from tech to food and beverage—fail to tailor messaging or product design to this massive market. According to AARP, more than half of older women say they rarely see people like themselves in advertising, and even fewer say the messaging speaks to their needs. This lack of representation is not just a cultural blind spot; it’s an unforced error in strategy.
To truly engage this audience, brands need to recalibrate. That starts with ditching outdated personas. Stop thinking of Aunties as peripheral shoppers or just “mom” archetypes. See them as entrepreneurs, caretakers, travelers, mentors, and community leaders. Mapping empathy and nuanced segmentation are essential here, not just age brackets and income levels, but understanding values, rituals, and identity markers that shape how these women navigate the world.
Brands also need to overhaul their creative. The imagery, tone, and messaging used in campaigns should reflect the complexity and richness of midlife consumers. That means showing women in their forties and fifties living full lives—not retreating, not overwhelmed, and most certainly not invisible or unattractive. It means offering flexible pricing models that respect their financial intelligence, and incorporating cultural rituals and celebrations that resonate beyond the mainstream, and reach multicultural audiences.
To be clear, this isn’t about pandering—it’s about respect. If your brand talks about inclusivity but leaves out midlife women, especially women of color, your inclusivity claim rings hollow. These women aren’t asking for special treatment. They’re asking to be seen as they are: whole, powerful, and central to the culture.
By 2040, Gen X and Boomers will account for more than 60% of consumer spending in the U.S., according to projections from eMarketer. Yet most brand strategies are still focused on Gen Z cool and millennial parenting. That leaves a massive cultural and economic gap—one that smart brands with vital cultural insights in their back pocket will rush to fill.
The Auntie Economy is not one of those fleeting trends mentioned above. It’s a sustained force rooted in trust, experience, and intergenerational caretaking. Brands that want to be relevant tomorrow should start paying attention to the women who are holding everything down today.
