The Marketing To Midlife Podcast

The Behaviours Agency
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Unlock the Power of Midlife Women, with the Marketing to Midlife Podcast. Why are so many brands missing out on this most influential demographic? Join Sue Benson and her incredible guests on The Marketing to Midlife Podcast, as they challenge the status quo and reveal the secrets to authentically connecting with midlife women. Get ready for expert insights, actionable strategies, and fresh perspectives that will transform your marketing and help you harness the immense power of this often-ignored audience. Tune in and redefine your approach! Sue Benson is Founder & CEO of The Behaviours Agency. Find our more at https://thebehavioursagency.com/

Episodes

  1. FEB 6

    5. Debbie Marshall on Challenging the ‘Last Acceptable Taboo’ and Championing the Silver Consumer.

    In this episode, Sue Benson sits down with Debbie Marshall, Managing Director of the Silver Marketing Association. Debbie explores why ageism is still considered the "last acceptable taboo" in society and how she's campaigning for ethical marketing to the mature consumer. She addresses the significant disconnect between the wealth of the over-50s and the lack of marketing investment they receive, and highlights findings from the "50 Shades of Silver" report.  This is a vital conversation that challenges the industry to look past the "wrinkly hand brigade" , with Debbie advising that to truly reach this audience and find that four-leaf clover, you must "put yourself in clover... if marketers don't surround themselves with people of the age group to whom they're marketing, they're never going to get it right".

    26 min

  2. 12/10/2025

    4. Jacynth Bassett on Disrupting Ageism and Championing Intergenerational Marketing

    Sue Benson sits down with Jacynth Basset, CEO and Founder of Ageism Is Never In Style. In this inspiring discussion, Jacynth tells us how she is disrupting ageist attitudes across all global industries and championing an age-inclusive approach to business. She addresses the vital case against siloing generations and explains why taking an intergenerational approach is key to attracting older consumers without alienating younger ones. Jacynth lays out the undeniable commercial argument for age-positive marketing , emphasising that ignoring the longevity economy is a refusal to acknowledge the reality of the global consumer base. This is a dynamic conversation that challenges the industry to rethink its reliance on buzzwords like "ageless," which, as Jacynth explains, "still means age-less. It's got ageist connotations to it".

    37 min

  3. 10/20/2025

    3. Helen Hope on the Nuances of Marketing to Midlife Women

    For our third episode Sue Benson sits down with Helen Hope, a marketing expert with a diverse "squiggly career" that includes launching two businesses and holding senior brand roles at Fraser's Group and M Brown. In this essential discussion, Helen shares her thoughts on the nuances of marketing to midlife women, the issue of age-capping on influencer briefs and why brands do themselves a disservice by excluding older demographics, and the concept of 'magnetic marketing' - where great brands attract customers by rooting into causes and values that matter to them, rather than chasing them. Helen's final advice to marketers - be customer-first, speak into their needs, and always ask: "Why should they care?". This is a dynamic conversation that challenges marketers and agencies to rethink how they connect with midlife women with genuine intent.

    26 min

  4. 08/07/2025

    2. Jen Grayson on Tackling Taboos and Empowering Midlife Women with Tena

    For our second episode, Sue Benson sits down with an inspiring brand manager, Jennifer Grayson. As the force behind Tena, the brand that has taken the taboo out of bladder weakness, Jennifer shares invaluable insights on building a powerful brand with purpose. In this must-hear discussion, she reveals the brand's journey, from its medical origins to a groundbreaking movement that empowers women.You'll gain a deeper understanding of how to authentically represent the diverse midlife market, the critical role of empathetic language, and why listening to your audience is the key to tackling sensitive topics. I t's time to move beyond the stereotypes and embrace marketing that makes midlife women feel visible and supported.

    33 min

  5. 07/10/2025

    1: Kicking Off with Helen Normoyle – A Journey from CMO to Menopause Pioneer

    For our very first episode, Sue Benson sits down with an inspiring leader: Helen Normoyle. From her impactful CMO roles at Boots and the BBC, to co-founding the innovative My Menopause Centre, Helen brings a wealth of experience. In this must-hear discussion, she opens up about her personal journey and the delicate balance between profit and purpose. You'll gain fresh perspectives on the often-overlooked diversity of midlife women and learn why ditching worn-out tropes is key to authentic engagement. It's time to redefine your marketing, starting now!

    36 min
  • 5 Episodes

About

Unlock the Power of Midlife Women, with the Marketing to Midlife Podcast. Why are so many brands missing out on this most influential demographic? Join Sue Benson and her incredible guests on The Marketing to Midlife Podcast, as they challenge the status quo and reveal the secrets to authentically connecting with midlife women. Get ready for expert insights, actionable strategies, and fresh perspectives that will transform your marketing and help you harness the immense power of this often-ignored audience. Tune in and redefine your approach! Sue Benson is Founder & CEO of The Behaviours Agency. Find our more at https://thebehavioursagency.com/

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