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IPC challenges ad industry to ‘think differently’ about 40-plus women

GenYNot ResearchAt an event held today at Claridge’s in London, IPC Media launched a new study focused on women aged between 40 and 60 - a group it calls GenerationYNot!. The GenerationYNot! Campaign aims to help agencies and clients unlock the commercial power of this audience – which represents 8.5 million UK women - one third of the female population. Speaking at the event, IPC Media CEO Sylvia Auton said: “…While so many other sectors are finding the demands of today’s world more challenging than they did a few years ago, these women are ensuring that they have the means to explore these possibilities.” “The emergence of this audience, unlike so many others we have seen, has happened quite slowly, powered by some seismic demographic and attitudinal shifts… IPC Media is committed to this audience for the long term.”  IPC plans to offer brands and agencies partnership opportunities around this group, a variety of bespoke research studies and access to ‘editorial think-tanks’. The GenerationYNot! initiative will also be promoted to consumers through editorial content that will run across IPC Southbank and IPC Connect brands, in particular woman&home, Woman, Woman’s Own, Essentials and goodtoknow. Charlie Meredith, managing director, IPC Advertising adds: “We are challenging the industry not to ignore this powerful and influential consumer. The partnership opportunities that we have launched today demonstrate both our passion for this audience and our commitment to sharing the value and opportunity that they present.” The qualitative research behind GenerationYNot! took on the views of an online community of more than 60 women. These findings were supported by quantitative research gathered by IPC Insight’s Origin Panel, a nationally representative sample of 7,500 women. Findings
  • GenerationYnot! are four times happier than those under 40
  • GenerationYnot! are 80% more likely than the under 40s to feel healthier 
  • 98% of GenerationYnot! are responsible for making the household buying decisions
  • 91% say technology is crucial, agreeing it is important for keeping in contact with friends and family
  • 75% use Facebook to keep connected with friends and family
  • 64% of GenerationYnot! love to try new products and brands
  • 59% are not afraid to try new experiences
  • 74% provide family and friends with advice on brands and new products
More information on this study. IPC Media is an AOP Board Member.

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