The findings of a recent nationwide study into Australian women’s attitudes highlight a concerning societal trend where women are made to feel invisible and less valued as they age.
It uncovered that for women aged 40+, their confidence peaks around the same time women feel like society wants them to disappear.
The fact that women’s confidence peaks at a time when they feel pressure to disappear is a reflection of the damaging ageist attitudes prevalent in many societies.
The YouGov research of over 1,000 Australian women was commissioned by health and beauty retailer Priceline Pharmacy*.
It found that 44 per cent of Australian women aged 40+ feel invisible. This number increases with age, with 47 per cent of 50- to 64- year-olds, and 53 per cent of 65- to 74-year-olds, reporting feeling invisible.
The Priceline Pharmacy “I’m me” research also found Australian women aged 40+ who identified as feeling invisible in society, began to feel this way aged 49, on average.
The most common place for feeling invisible or ignored is when shopping in stores (41 per cent), followed by waiting in queues (31 per cent) and when out and about (29 per cent).
Other places they felt invisible is in bars/pubs/restaurants (28 per cent), work-related settings (26 per cent) and in media/advertising (26 per cent), along with healthcare settings (18 per cent).
Surprisingly though, three in five (58 per cent) women aged 40+ say they feel more confident in themselves since turning 40 than ever before.
Asked how they felt about ageing, women aged 40+ most commonly associated optimistic words with ageing, including: accepting (42 per cent), positive (25 per cent) and confident (23 per cent). Yet despite this growing confidence, almost half of Australian women aged 40+ (47 per cent) feel that women aged 40+ are invisible in Australian society.
In order to help women feel more visible, Priceline Pharmacy is launching its “I’m me” campaign led by ambassador and radio host Chrissie Swan, celebrating all Australian women this autumn.
“I’m 49, the average age Priceline Pharmacy’s ‘I’m me research found women start to feel invisible,” Chrissie said. “Among my girlfriends that sit outside of youth’, there’s a growing movement of frustration. I’m lucky that through jobs like Priceline Pharmacy and other jobs in the media, I’m able to feel seen, heard and valued but as the research shows, the majority of women don’t feel that way.”
Priceline Pharmacy ambassador Ita Buttrose, 81, was recently appointed Positive Ageing Chief to educate and inspire employees to provide age-positive customer service which will be delivered via a six-week training program.
“Growing older and more experienced won’t really be ‘in’ until we see more representation, and acceptance, which is why it’s so important we value women of all ages,” she said.
“I’m thrilled to contribute to the growing positive ageing movement.”
Priceline’s Head of Marketing Gabby Tully said what “the body positivity movement has achieved for size representation is to be celebrated. Now, it’s our turn for age positivity”.
*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1025 women. Fieldwork was undertaken between 18 – 22 January 2023. The survey was carried out online. The figures have been weighted and are representative of all Australian women (aged 40+).
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