Last week, some of our team attended the annual MRS Pride Show Up! Summit, which focused on conversations and creative work that centre the diverse lived experiences of LGBTQ+ communities. As a Black queer woman, hearing the vulnerability and dedication spoken across the panels made me feel seen - but it also motivated me to strive for more inclusion in research practices. 

Here are some of the main lessons from the summit:

No two LGBTQ+ stories are the same: throughout the day, we heard an incredibly broad range of experiences: from coming out later in life to being queer and Muslim to navigating not feeling “trans enough”. Although some of the panellists said they resonated with what others were saying, each individual experience was unique. People may be grouped under the same LGBTQ+ umbrella, but we should always remember that they are individuals with diverse experiences.  

Even traditional FMCG brands can be forward thinking: The E45 and The Diversity Standards Collective spotlight on their campaign was probably one of the most eye-opening conversations. They highlighted their ground-breaking research into the skincare journeys of members of trans communities. This research informed E45’s latest campaign “This Is Me, This Is My Space”, which recently won Channel 4’s Diversity in Advertising Award.

This campaign shows that even very traditional, FMCG brands can be forward thinking and trans inclusive. It’s an amazing example of holistic thinking on how to help trans communities, such as E45 leaflets about trans skincare being available in clinics. Virginia Melis, the Global Healthcare Professional Marketing Lead at Karo (E45), shared that the research prompted uncomfortable internal conversations, but then led to internal policies becoming more trans inclusive. The team at E45 were also dedicated to supporting the trans community when the campaign received external backlash. This level of unwavering dedication to these communities is something that many brands should learn from. 

The importance of the small moments: Rich Miles, CEO of the Diversity Standards Collective, noted that the smaller everyday moments that are important LGBTQ+ community are often overlooked, in favour of the more momentous occasions, such as coming out. Miles shared that one participant explained that they found real joy in simply being in a supermarket, buying fajita mix with their partner. It was the mundanity and normalcy of that moment that gave them that feeling. At the end of the day, all this participant - like many other trans people - wanted was to be happy in everyday human moments. 

The importance of tackling issues at their root: Boots talked about wanting improve their website copy after noting the language was very gendered and quite outdated, but quickly realising their problems went deeper than just website copy. So, Boots commissioned their first research study into the lives of trans and non-binary consumers in the UK, finding that many trans and non-binary consumers had issues with Boots’ in-store experience. Based on this research, Boots put in place policies and employee training. The company did not just tackle the lowest hanging fruit; they challenged a deeper issue. For a brand that is 175 years old, that’s pretty progressive.

Sustaining long-lasting, collaborative relationships with creators: Durex explained that, when collaborating with creators, they have an “always on” approach and treat creators like team members, rather than participants. Importantly, the creators share their lived experiences, which then help shape everything from pack design, imagery and tone of voice. The continued communication only makes for better products, Durex said. It also boosts levels of affinity from the LGBTQ+ community, which then helps with trust when it comes to events like Pride Month. 

The need to continuously break down stigmas: A keynote conversation from Ignacio Labayen De Inza, founder of the charity Controlling Chemsex, brought awareness to an issue many of us in the audience were not educated on. Chemsex is a term associated with MSM (men who have sex with men) and refers to the use of any combination of drugs taken before or during sex. Ignacio shared a personal story about what led him to dabbling in chemsex, sharing the painful realities of how the stigma surrounding chemsex is destroying the lives and livelihoods of thousands of gay men globally. The stigma around this issue is linked to two taboo topics - drugs and sex – and has greatly impacted the charity’s ability to get funding or support from the media and brands, which is so desperately needed.

At The Mix Global, we pride ourselves on our curiosity and are continuously striving for greater inclusion. The MRS Pride summit was an invitation to dig deeper, to explore our curiosity, share these learnings with our clients and continue to authentically reflect the experiences of the LGBTQ+ communities in our research. 

It took a while for the world to respect, honor, and truly grasp the wonders of a curly head of hair—especially Black women’s hair. It also took time for many of us to embrace it ourselves. And while everyone is on different stages of our journey, one thing’s for certain: women in sports are making their mark, whether the world is ready or not.

Hair is becoming a symbol in sports, something to be shown off rather than hidden, gelled down, or tucked away, as it used to be. In events such as track and tennis, hairstyles have become a highly anticipated and defining element of athletes' public personas.

When you see Jamaican gold-medallist Shelly-Ann Fraser-Pryce at the track starting line, whipping her green and gold tresses, it’s more than just a fashion choice—it’s a statement. She’s THAT girl. She leaves a lasting impression, not just by setting world records but by showing us that there’s no one else like her, and that uniqueness creates a competitive edge.

Performance beauty, as it’s often called, is just as much about feeling powerful and owning the moment, as it is about looking gorgeous during it. This challenges the traditional view that beauty and athleticism are mutually exclusive. These women are showing us every year that being an athlete doesn’t mean you automatically don’t care about beauty. Now, hair, skincare, and fashion are all fair game. There’s room to play and shine in many ways, and we’re overdue to break these one-dimensional stereotypes in women’s sports.

This shift signifies a larger cultural change. Whether it’s Serena Williams causing a stir in her sleek catsuit or world champion sprinter Sha'carri Richardson dazzling with her nail art, athletes are bringing play, fun, beauty and style to the game, and it’s commanding attention. So much so, that it’s become a form of psychological warfare as much as it is a celebration of individuality. To some, it may seem an impracticality but when a competitor steps onto the field, their look tells the world they’re there to win—and they’re gonna look damn good doing it.

Brands are beginning to recognize that there is a whole segment of multidimensional consumers—both competitive athletes and people who live very active lifestyles—that haven’t been catered to at all.

WYN Beauty, Offcourt, and Freaks of Nature are just a few upcoming brands that understand and are capitalizing on this, designing products that start to meet this growing demand and lifestyle. And there’s so much more that can be done. As we looked at in our Curl Communities project, hair and the perception of hair holds so much meaning. As these sporting stars are showing, this is nowhere more the case than on the track or pitch.

The right brands have an opportunity to support women in how they see themselves and how they express themselves through their hair.

In an industry that has long played by the book, these sportswomen are rewriting the script. Their hair, their style, their confidence is a moment in itself. If brands can recognize this and cater to them - and many other women out there who feel the same - then the sports world has the potential be transformed by it, one confident, beautiful, and powerful woman at a time.

In the past few years, there has been a wave of communities that have sprung up to provide safe - and fun - spaces for a group who have been notoriously underrepresented in sports and fitness: those from ethnic minority backgrounds.

Sports and fitness have been bringing people together for decades, centuries even, but many of the activities have been inaccessible to marginalised communities. This doesn’t mean there wasn’t interest and now, post pandemic, we are seeing a surge in communities of colour meeting over shared interests they’ve long been excluded from.

According to research commissioned by The London Lions, six out of ten Brits from ethnic minority backgrounds do not feel truly represented across the full spectrum of UK sport, and a third say racism prevents them supporting or partaking in sports. The time is ripe for change.

This previous lack of representation combined with high levels of post-pandemic loneliness, alongside an increased need for third spaces, has created the perfect cocktail for new fitness and sport-based communities to gain traction.

So, where are we seeing this?

Skiing is a sport synonymous with the white middle class. According to the National Ski Areas Association, 88.2% of visitors to ski areas during the 2019 to 2020 season were white, while 1.8% were Black. But Off Piste are on a mission to bring Black culture and communities to the slopes. Co-founder Karen Grillo told travel platform Trippin that “skiing is still very underrepresented, and part of it is not having that awareness, maybe not having a path to it. Accessibility is not just about money, it's also about representation and seeing examples of it, but then also feeling that it's an environment that you'll enjoy.” This year, the collective swapped the slopes for waves, organising Off Shore, the largest diversity surf event in the UK.

For many people of colour, growing up in cities and built-up areas also means they haven’t spent extended amounts of time exploring nature. Bird watching collective Flock Together have been working on changing that since 2020 and are now one of the most well-established nature collectives for communities of colour. They frequently host day trips all across the UK to introduce people to spending time in nature. Similarly, there is Black Girls Hike, set up to provide Black women with the “confidence to explore the outdoors”, which now has chapters across the UK. They’ve been followed by many other new new Black and Brown collectives that explore outdoor activities such as camping trips, nature walks and foraging.  

Running clubs such as Midnight Runners, Run Dem Crew and Tempo have existed for quite a while but their numbers are growing. This year’s London Marathon has added to the surge in runners across the UK: you would have been hard pressed not to see marathon content all over social media, with a fresh batch of people inspired to enter the ballot for the 2025 marathon. Natasha Thompson, set up Black Girls Do Run UK to encourage, motivate and inspire more non-elite black women to run and the club has gone from strength to strength. “We want Black women to see themselves when they see us, to see themselves as runners. After all, all you need to do to become a runner is to run,” she wrote in the Metro last year.

The challenges for brands

While this is an exciting time for consumers, it can also be an exciting time for brands – but there are challenges for those wanting to get involved with these collectives. Conversations around brands jumping on the rise of these communities for their own profit, short changing the creators of these collectives and diluting the safe spaces that these communities were created to support themselves should not be ignored.

Charlie Dark, creator of Run Dem Crew, urged people leading and within these clubs to protect the value of their communities and own insights. “We are going through a running boom with the rise of Run Club culture which has piggy backed off Run Crew Culture. Brands and insight companies are sniffing around trying to gather information. As an OG in the game, all I’ll say is know your worth. Picking your brain takes time and that should come as a cost not just a coffee,” he said.

So, how can a brand authentically play in this space?

• Treat founders and creatives in this space as consultants and pay them appropriately for their expertise.

• Create partnerships that are genuine and true to the events that these collectives hold.

• One example of this is Flock Together’s night walk event which is supported by Urban Outfitters. In this walk, attendees will explore the local nature in the city at night. The walk starts at Urban Outfitters Oxford Street store.

• Another is Sweaty Betty and its partnership with Black Girls Do Run UK, the latter stating that “this exciting partnership means we can continue with our mission and more”.

• Tap into occasions that are relevant for these collectives. For example, drinking brands could be looking to partner with a collective like Off Piste ski trip, as ski trips have many drinking moments baked into the activity. 

Women's health has been overlooked and undermined for too long, leaving countless women frustrated, angry, and let down. Decades of exclusion from clinical trials and poor funding for female-specific research—like menstrual cycles and the menopause—have created glaring gaps in public knowledge.

Recently there have been some breakthroughs: in January this year the UK government launched the first-ever Women’s Health Strategy for England. Its priorities include tackling menstrual problems and menopause, maternity care and birth trauma support, as well as funding research in the area.

Of course, there is still a long way to go. Beyond necessary and overdue changes in the public sector, there’s so much more that can be done to change the narrative and give women’s health the long-awaited attention it deserves - and Gen Z are at the heart of it.

The call for evidence that informed the 2024 Priorities found that of the 100,000 women who responded, 84% said that there had been instances in which they had not been listened to by healthcare professionals. While a 2024 study by the Charity Wellbeing of Women of 3,001 girls, aged 12 to 18 across the UK, found that 97% had painful periods, with 42% suffering “severe” pains and 20% left bedbound. Women are in pain, but they’re being ignored.

To support today’s young women and their health means finding the right ways to reach them – and listening to what they need. Something that has been missing for decades in the way public health, big brands, researchers and society as a whole have addressed women’s health.

Gen Z are those born roughly between 1997-2010 (currently 14- to 27-year-olds) and are a generation that is investing in their health. Gen Z (and millennials) are spending more on health and wellness than any other generations, according to McKinsey & Company. A recent survey by Instagram found that “staying healthy” was one of the top three priorities for Gen Z in 2024, a year that the survey defined as their “growth era”.

It’s important to understand that Gen Z view health and wellness in a holistic way: 76% defined it as “anything that makes you feel good”, be that rest, laughter or addressing mental, sexual or physical health, according to Amplify UK.

They’re also not afraid of reality: a recent trend has emerged on TikTok called #bedrotting, a display of ‘vegging out’ in a low maintenance, procrastinating exhibit of chill, completely rejecting any glossy and disingenuous ideas about wellness. In many ways, Covid helped spearhead this slower pace of living and broad acceptance of realism over aspiration.

For Gen Z, social media is the epicentre of their social hubs, where they get their news, information, entertainment and, subsequently, outlets for engaging with like-minded women. They’ve also shown a growing distrust in conventional doctors, in huge part because women’s needs are so routinely dismissed. The longstanding gap in education, investment and dismissive attitude towards women’s health means young people in particular are seeking online peer-to-peer advice and comfort based on shared experiences related to these issues.

They also like to build integrated hybrid (online and offline) experiences and relationships that enrich them. This is also true when it comes to their health, using wearables to monitor their health, for example, but also taking part in run clubs or online subscription-based platforms, such as Alo Moves.

Understanding all this is the key to reaching them and course correcting on women’s health. Beyond the urgently need actions of the public sector, brands have an opportunity here to show their alliance. As young people reach out online for advice around the topic, brands can position themselves to be the voices of good, educating, altering perceptions and guiding adolescent girls through a pivotal stage of their womanhood.

They can support them through community activations and marketing language which actually resonates. It’s time to shift away from generic phrases, such as “women can do everything on their period”, to demonstrating that they understand the diverse realities of women’s cycles. There is still a taboo around menstrual wellbeing, but Gen Z are ready for that narrative to change.

A great place for brands to start would be by asking themselves, “how can we better understand and support women throughout their cycle?”. This doesn’t necessarily have to be companies that sell period products: sportswear, health and nutrition, beauty and wellness brands all have a part to play here too. It might not be a comfortable experience for everyone, but it’s time to give grace and get real.

I first started straightening my hair when I began high school. Before then, my hair had always been in one tight plait, with a pretty headband placed on top. That was my signature. When I was finally allowed to wear my hair down, I had no idea what to do with it. Straightening it became the obvious and only solution, and that way, my hair could finally look like everyone else’s. 

It wasn’t until the age of 15, when my mum refused to straighten my hair for me any longer, that I started to wear it naturally again. The only problem was, I had no idea where to start. Neither my mum or sister have curly hair, so YouTube became my saviour. Yet, even then, I could never find someone who had the same type of hair as me. I’d spent so long wishing my curly hair looked as perfect and defined as everyone else's, that I forgot to find what was right for my hair.

Now, nearly a decade later, after experimenting with lots of different products and techniques, I’m yet to figure out the perfect routine for me. To be honest, I don’t know if I ever will. If you have curly hair, you’ll know it’s always changing and never the same, so just when you think you’ve got the perfect routine, you’re proven wrong. 

The difference between me now and my 15 year old self isn’t how my hair looks, but how I feel about my hair. I love it. And I hate it. But most of the time I love it, and it's become part of how I express myself - I’m not me without my curly hair, it just took me some time to realise that. 

This photo essay spotlights women with experiences similar to mine. Although their journeys are all just as unique and personal as their hair, what they have in common is a desire to accept their natural hair, and the type of person their curls allow them to be - without moulding to the Eurocentric standards of beauty that society has created. Hair is a part of our identity, and we can’t keep pretending to be someone we’re not. 

If my younger self could read this, I’m sure she’d be proud of how far we’ve come.

Diba Jedo

Saduni

“Whenever I went on YouTube, I only found how to take care of White European hair or Black hair. There wasn't a lot on South Asian hair, and I would find myself writing all these descriptions to find at least one South Asian girl. I went from going to Paks for really thick products and realising that doesn't work for me, to going to Boots and finding really lightweight and quite damaging products, to now being in the middle of using oils and going back to my roots. I ended up using both extremes as a medium…It feels kind of powerful to reclaim my identity through my hair.”

Rachael

“I have cousins that do have the same hair texture, but they haven't gone the same route I have, so it is a bit different and it feels like I'm going on this journey alone, even though I kind of want to be with other people…I’d say I would want to feel whole. Not that I don't feel whole now, but I just want to feel more in my body, feel more connected to myself, and to my family as well.”

Gabriella

“I used to think if I had straight hair, I wouldn't be bullied, and if I wasn't mixed race, I wouldn't get bullied. My hair was the most obvious indicator to people in Norfolk that I wasn't white, and my hair is literally my identity and still is. It’s taken years of experimenting and researching. I feel like I am an expert! I would say my curly hair journey has been about appreciating my natural hair, being proud of my heritage, and building knowledge around the right products. All this has been done with having the right people around me to help me learn, from friends to hairdressers.”

Obioma

“All I’d previously known of my hair was whatever my mum had decided to do to it. I remember sitting in between her legs, often crying, as she combed and brushed through it. Relaxing seemed like the only suitable choice. It burned and itched but it was much easier to handle. A benefit of doing my own hair now has been in thinking of the skills I would be able to pass onto my children in the future. Although doing my hair as a child was often painful and uncomfortable, it was also a key bonding moment that I look forward to having with my own children someday.”

Sahmira

“All three of my daughters have completely different texture and colours in their hair, and they notice it, and they pay attention to it. There's an innocence in the natural joy of enjoying themselves and their hair. If you say to them ‘You're pretty, you look good’ they’ll say ‘Yeah I know, thank you’. That's what I want. That's all I wanted, and their hair plays a massive part of that and their identity, and it took me to have them to know that too. It sounds really cliché, but it's true.”

People want to love their hair. Today, the curly hair movement has made great strides in fostering a sense of acceptance and pride in naturally textured hair, but there’s still a way to go. Brands could, and should, be doing more. They still often misunderstand the diversity of curly hair experiences, when they could play a much bigger role in supporting people through their curly hair journeys. To find out more get in touch with Diba@themixglobal.com or Sam@themixglobal.com.

Photos by Florence Law

Last April, I had the opportunity to go on an unforgettable trip to São Paulo, courtesy of The Mix's five-week sabbatical programme, the MixSafari. For three of those weeks, I delved into a solo research project focusing on the growing popularity of women's sports in Brazil and how women there are reshaping the sporting landscape. I wanted to understand and experience what it’s like to practice sport for women in the country.

Through speaking to women about the sports they play and how they got into it, I began to uncover some of the deep-rooted cultural difficulties that affect women and how they play sport in this country.

Many of today’s issues stem from the lingering impact of a decree, enacted in 1941, that banned women from playing "sports incompatible with the conditions of their nature". This included football, rugby, polo, track and boxing.

It was only lifted in 1979.

To begin my research, I reached out to athletes, sports clubs, gyms and sports teams on Instagram, hoping that this would allow me to speak to people on a more local level. I wanted the conversations to feel relaxed but inquisitive, rather than a formal interview.

My first contact was with Aline Da Silva, an Olympic wrestler who has set up a wrestling programme for young women in schools. It felt very lucky that she was in São Paulo for a few days while I was there, until I realised she meant São Paulo the state and was in fact an hour and a half outside São Paulo the city. But I definitely wanted to speak to her, so I hopped in an Uber and began my journey, arriving at a leisure centre to be picked up by one of Aline’s colleagues.

When I arrived at the secondary school, I walked into a room of the girls from the wrestling class cheering, dancing and practicing their English.

It was time to jump in.

Outdated thinking, lasting effects

I started by speaking to Aline about why she set up Mempodera, which promotes gender equality through sport and education, and it begins with the difficulties she faced in becoming a wrestler herself. At school, she was really good at the sport and it kept her out of trouble, but no one thought she should pursue it further – because she was a woman.

She wanted young women to feel safe and supported in practicing wrestling, in a way she didn’t have. Initially, many schools had wanted boys to also take part, but as soon as they joined, the girls dropped out. So, Mempodera is women only. 

Speaking to Aline shone a light on the lasting impact of the decree that prevented women from playing sports deemed “too violent” and “not suitable to the female body”. In Brazil, sport and femininity are still largely seen as two separate worlds.

Despite the history of exclusion, there are many others pushing for change: Aline introduced me to Júlia, who founded Nossa Arena in São Paulo City, a safe space for women to play and practice football.

For some countries, specific sports have a unifying power: cricket in India, Rugby in New Zealand, Football in Brazil. So, the law also excluded women from a huge part of Brazilian culture and identity for decades.

Júlia founded Nossa Arena because, previously, whenever Júlia and her football teammates tried to rent out pitches to play on, they were given the smallest pitches, the ones with cars parked on them, or ones where men would watch them while they played. It was shocking that Nossa Arena is one of the only places women felt comfortable to practice football in the city, despite the game being a massive part of Brazilian culture.

After meeting Júlia, I then travelled to Camburi, a village on the coast. Here, I met up with photo journalist Muriel. She introduced me to two female surfers who organise women’s-only surf trips across Latin America; the president of the female skate boarding association; and many women who practice jiu jitsu.

Muriel’s friends happily spoke to me, explaining that the law, even though decades behind them, had left a lasting impression on society, but that it motivated them to play as much sport as they could. It drove them to show they could get good at something they traditionally weren’t supposed to. Their determination was amazing.

A lasting impression 

Following the three weeks of project work, the last two weeks of the sabbatical are yours to use as you want. After an unforgettable experience in São Paulo, I headed to Rio, where I decided to go to a football match to watch local, but nationally popular, team Vasco De Gama. The atmosphere was incredible. Although the match itself was terrible, the support was brilliant.

Hopefully one day women’s sports teams in Brazil will get to experience that level of encouragement and pride.

Being in São Paulo and speaking with these women was a massive reminder of why I love what I do, but also how important the cultural side of research is and why capturing raw, human behaviour creates such compelling stories for brands.

It's important that these kinds of stories are heard and the cultural context understood because the challenges women face in sport are seen around the world. Yet, it’s particularly in places like this that Market Research often overlooks them. It baffles me that countries like Brazil have such an unsaturated market when brands could be making a big impact. These places aren’t hard to reach, but the voices within them aren’t listened to as much.

In Brazil, there is an underlying cultural reason behind the way people view sport but my research shows that there aren’t few brands that these women can see driving progress. It’s time that changed.

This year’s Paris Fashion Week was awash with beautiful and cutting-edge designs, as ever, but there was also a notable addition to the catwalk in February 2024: the amount of silver-haired models and front-row attendees.

“Beauty has no age, beauty has no boundaries, this was a moment,” according to Olivier Rousteing, creative director at Balmain, who featured Axelle Doué, Nadja La Ganza and Kristina de Coninck, all over 60, in the Balmain show.

It’s “a moment” because, historically, older women have been sidelined by the beauty industry, a sector obsessed with youth and how to bottle it.

Yet, on and off the catwalk, there are signs of change.

There has been a definite increase in the number of “older” stars featuring in beauty and fashion campaigns, with Maggie Smith modelling for Loewe and Helen Mirren fronting campaigns for L’Oreal. In an interview, Mirren told Elle that “when I was in my 20s, there was no way a woman of my age [now] would be a spokesperson for a beauty-product company.” The Oscar-winner has been joined in these campaigns by Andie MacDowell, 66, and both Hollywood stars have opted to stop dying their hair and “embrace the grey”, with fashion editors proclaiming that “grey hair has never looked so stylish”.

Last year, 61-year-old Jennifer Coolidge appeared in e.l.f Cosmetics’ commercial at the Super Bowl, the most high-profile advertising slot of the year, while And Just Like That, the highly anticipated Sex and the City sequel series, has put the lives of a group of 50+ women centre stage. 

It may not be a revolution, but it’s a start. 

Embracing the signs of ageing

As a whole, people are now living longer, healthier lives, helping to shift the perception of what we now see as “old”, alongside a tacit acknowledgement that those in the 55+ are a demographic with true spending power. 

The beauty industry is also one of many sectors waking up to the fact that they need to get much better at embracing diversity, with many brands moving away from a stereotypical “ideal” that everyone is compared with, which includes recognising the fact that people age.

A recent survey for The Mix found that 42% of British women in this age group saw “greater acceptance of signs of ageing, e.g. wrinkles and grey hair” as the biggest change in the way the industry speaks to older women in the last few years. In the US this was even more pronounced, with 50% choosing this option. 

Yet the progression towards greater acceptance of ageing isn’t clear cut.

When asked specifically about the beauty industry and its attitude towards the signs of ageing, more than more than half (52%) of the 55+ women surveyed said the industry was now more focused on combating the signs of ageing, rather than less.

At first these answers seem in opposition to one another, but they actually provide a better understanding a particular challenge for the beauty industry: shifting focus from trying to recapture youth to taking care of skin that naturally ages.

For example, over the last ten years, skincare experts have joined doctors in their heartfelt recommendation of daily SPF to protect the face, proclaiming it as the most important habit to reduce the production of wrinkles. Legendary makeup artist Bobbi Brown, 66, recently told Vogue that she had “made peace” with the lines on her face but wished she’d “been better at applying SPF when she was a teenager”. 

While there are signs of an increased demand for cosmetic surgery around the world, the rise is largely reported among younger people, boosted by a demand for lip fillers. The cause of which is regularly attributed to their addiction to social media, rather than necessarily related to combating signs of ageing.

In fact, only 1 in 10 of the 55+ women surveyed by The Mix said that they had seen a big change towards cosmetic “tweakments”. One 55+ woman told us she’d recently had a discussion with friends about the changes in attitudes towards cosmetic surgery. “In the 90s and early 2000s there was a sudden trend for facelifts and botox, with many older women doing really drastic things to their faces to keep themselves looking young”, she explained. Now, there’s a shift towards protection and care, rather than chasing an over-the-top youthful ideal. 

Spending power

Some of these changes are a recognition that this is a growing demographic, as most countries face an ageing population, who don’t want to be ignored or made to feel as if ageing is something to be ashamed of. Data released by the UK’s Office for National Statistics predicted that by 2025 there would be 14.1 million 50+ women in the UK, rising to 15.6m in 2040. At the same time, the number of women aged 15 to 49 would shrink from 14.8m to 14.7m.

This 55+ demographic is one that can wield significant spending power and, interestingly, one that is prepared to spend on sustainable products. We found that over half (57%) would spend more on a beauty purchase if it was more sustainable than other products of a similar standard. Although this was driven mostly by the choice of 48% to spend “a little more”, compared with the 8% who would spend “a lot more”. This backs up similar findings from a 2021 survey by Klarna, which found that 31% of Boomers value sustainability when shopping for beauty products, compared with 19% of Gen Z. 

The impact

Despite this, the influence of Gen Z on the industry as a whole, and therefore what’s available to older women, can’t be ignored. One 55+ woman explained that while she doesn’t necessarily replicate the routine of skincare obsessed younger generations - she doesn’t have the energy for a multi-step routine before bed - she has noticed the proliferation of skincare in the market, which has led her to try new products. 

Gen Z is also driving a shift away from perfection and towards diversity. This younger generation is incredibly focused on wellbeing and self-care. While the larger picture is about looking after mental health, treating the body kindly - be that through a face or hair mask or a relaxing bubble bath - is a big part of that and is feeding into the industry as a whole. 

Tackling tough topics 

For women over 55, the menopause has a massive impact on their life. The North American Menopause society estimated that by the year 2025, the number of postmenopausal women is expected to rise to 1.1 billion worldwide.

It’s has largely been a taboo subject but discussions are shifting. Recently, there has been a push to recognise the menopauses effects on women, with campaigners calling for it to be understood and more compassionately treated. In the survey, we found that more than 3 in 4 of women aged 55+ believe it’s important that subjects related to women ageing - such as the menopause - are more widely spoken about, across the media, social media and society as a whole. This was particularly prominent in the UK: 85% selected important or somewhat important vs 69% in the US. 

The beauty industry has the power to help tackle some of the symptoms, such as dry skin, loss of skin elasticity and thinning hair. There are even a number new brands that have already cottoned on: Pause, a beauty brand for menopausal skin was created by cosmetics expert Rochelle Weitzner, and actress Naomi Watts has produced her own brand that focuses on the symptoms of menopause. 

Now what? 

The beauty industry is slowly shifting in its attitudes towards 55+ women but there is a long way to go in properly catering to this oft-forgotten demographic. While we are seeing more progressive attitudes towards ageing in advertising - though Helen Mirren and other grey-haired faces remain in the minority - we aren’t seeing that reciprocated in products. For every brand that is “pro ageing” - such as Prai beauty or Retrouvé - there are many more, and particularly mainstream brands, that continue to use “anti-ageing” rhetoric. Implying ageing is something to avoid or keep hidden, rather than a normal part of life. 

At the same time, our survey showed a real desire for more open discussions of topics that affect women as they age, particularly the menopause. It’s an evolving landscape and properly addressing the needs of women in this category will need a nuanced and careful approach. 

Below are five areas that can fuel greater understanding of 55+ women in the industry, which we have begun to research. Get in touch to find out more.  

1. A deep exploration of their beauty needs. 

   Understanding what women in this category want from their products. Do they want products that address specific ageing skin concerns? All-rounders for simplicity or something that feels indulgent? How do those needs change as they age?

2. How best to communicate with this demographic. If the industry is going to shift its products and campaigns to better cater to mature individuals, it needs a deeper understanding of where this category gets their beauty information, how they consume beauty content and what influences their decisions.

3. Understanding what sustainability means to the 55+ demographic. Learning more about their sustainability preferences, concerns, and willingness to invest in eco-friendly products can guide brands toward responsible practices that appeal to this audience.

4. Appreciating how they see themselves. If the beauty industry wants to be better at representing this category, then they’ll need to really understand how women see themselves at this age, so they can better reflect that identity authentically in their branding and advertising. When we talk about embracing ageing positively, what does that mean to them? 

5. Awareness of how the menopause affects their relationship with the beauty industry. There is an opportunity for the beauty industry to delve into research regarding the specific needs of menopausal individuals. Developing products that address menopause-related skin and hair changes can fill a gap in the market and foster brand loyalty.

An astonishing 64 per cent of teenage girls will quit sports by the age of 16. Most of them will not come back. 

Teenage girls continue to leave sport at a faster rate than teenage boys: a 2022 survey by Women in Sport found that 43 per cent of teenage girls “fall out of love” with sport post-primary school – equating to 1.3 million girls across the UK – compared with just 24 per cent of boys.

However, the desire to stay active and engage in sports doesn’t diminish. By the age of 14-16, 78 per cent of girls understand the importance of an active lifestyle, yet only 28 per cent actually enjoy participating in physical activity, compared to 46 per cent of boys.

Why is there such a disparity in participation? How can brands help correct this imbalance – and why should they?

Firstly, there should be no doubt it’s an important issue: there are implications for girls and their relationship to sport beyond their physical health, impacting their overall well-being, self-confidence, and providing opportunities for personal growth.

So, The Mix decided what was needed was a deep dive into the experiences teenage girls have with sport. The end result was our Small Fields Report - named so after girls spoke to us about regularly being relegated to the smaller or older pitches to play sport on - which offers a unique perspective on teenage girls and their relationship with sport, as told by teenage girls themselves.

We found that as girls move into their teenage years, they are not only competing with boys but also with their own changing bodies and the societal pressures they face. This is when today’s beauty standards begin to take hold, and their relationships with themselves begins to change.

We listened to the stories of eight girls, aged between 13-19, from different parts of London, each with their own unique way of moving their bodies and engaging in sports, including football, wrestling, or boxing.

We wanted to know: for those who persevere, what keeps them going? And what’s their experience like?

At the time of immense change and challenges in a girl’s life, we were able to dig deep into what sport truly meant for them. In the stories shared, sports go beyond being just an activity or something to be done in PE lessons. It becomes a passion, an ambition, and a way to navigate the ups and downs of being a teenager. Movement helps them overcome everyday challenges and brings them closer to their desired selves.

One teenager explained how Kabaddi wrestling helped her reclaim her femininity. In her teenage years, she struggled to embrace her feminine side and nurture her body. However, playing a sport granted her the freedom to let go and embrace her appearance and, more importantly, how she feels within herself. While another talked about how dancing allowed her to “channel what’s important to me and release any energy I have.”

One of the teenagers, a team captain of a London football team, described the stresses caused by societal pressures around appearance. However, she explained that “playing football makes us happy. It’s an escape from everyday stresses.” She explains that she wants people to understand that teenage girls are multi-dimensional beings: sports do not define their entire identity, but are a part of it.

These girls demonstrate the importance of understanding that their participation in sports should not be seen as a standalone aspect of their teenage years. Instead, it’s one of the core elements that helps teenage girls in their journey of becoming.

Within the stories, many of the teenage girls described being hesitant to try new things or step into new territories within sport. Yet once they did, they felt empowered and were able to discover what truly resonates with them and the diverse ways in which they can authentically express themselves.

Their stories show us that gender-stereotypes and societal pressures must stop preventing girls from enjoying and participating in sport once they hit their teenage years. Instead, they should be encouraged to stay engaged with sport.  

There is an opportunity for brands to play a significant role in supporting teenage girls through their relationship with sports. By empowering girls, they can contribute to their self-acceptance, identity formation, and overall wellbeing, helping them on their journey to become. 

To learn more about our Small Fields report and the implications and solutions for brands, get in contact with sam@themixglobal.com. Watch this space for further exploration of the experiences of women in sport.