While many brands chase fleeting trends or Gen Z virality, midlife women—often overlooked—are driving significant economic and cultural influence. This group, spanning Gen X and older millennials, manages wealth, shapes market trends, and makes key purchasing decisions, forming what’s now called the Auntie Power economy. Smart brands recognize their values-driven, loyal, and culturally engaged nature, tailoring products, messaging, and experiences to respect their financial intelligence, diverse lifestyles, and leadership roles in families and communities. The takeaway: ignoring Auntie Power means missing a sustained, high-impact consumer force.visit here:-https://thejembe.com/auntie-power-the-market-force-youre-ignoring/
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