When we think about the experience economy and the idea of doing more rather than owning more, we often think of Millennials and Gen Z leading the way. Yet in SuperHuman’s Invisible Middle research, we can see that the experience economy is not just for Millennials. SuperHuman found that 78% of 40+ women had an appetite to explore and have new experiences.
For women over 40, experience and doing things that inspire sits front and centre for so many of them. The data from SuperHuman’s research plays this out. The top five key concerns for women aged 40 plus are: keeping healthy, fitness, doing things that challenge them, friendships and careers.