Women, wellness, and longevity

Image credit: Adobe Stock / Flamingo Images.

This is the first of Adobe Stock’s Cultural Insights reports-presented with a curated collection of related visuals- focusing on topics that are visually in flux, driven by changes in the world and their effects on consumer priorities.

The Longevity Economy

With many Millennials now over 40 and the oldest Gen Xers nearing 60, these demographics are dismantling previously held stereotypes about older women no longer being active, attractive, strong, and healthy. As an integral part of the workforce, this cohort has major economic power, and women in middle age are prioritizing their health, social life, and appearance.

We now see brands across all sectors investing in products and services that enhance longevity, adjusting their messaging to focus on older female consumers, and promoting their brand offering as a source of support for women’s wellness strategies.

By the numbers

More than 2 million women in the United States experience menopause annually, and with projections of 1.1 billion postmenopausal women worldwide by 2025, there is a monumental market opportunity. The global menopause market hit $15.4 billion in 2021 and is projected to reach $24.4 billion by 2030, according to data from Grand View Research. Entrepreneurs and investors have all taken notice, with start-ups raising more than $100 million from health tech investors in the past few years. And female investors are playing a lead role, with venture funding for “femtech” surpassing $1 billion for the first time in 2021.

360 wellness creates multi-sector significance

The mainstream idea of wellness has been steadily evolving, expanding to include all areas of our lives. Being well is now relevant to our physical, fiscal, mental, and emotional health. Because of today’s holistic view of health, virtually every industry is developing their focus on mature and middle-aged women: Healthcare, sports and fitness, nutrition and supplements, beauty products, travel and retreats, and consumer technology all have begun to not only focus on millennial and gen x women but represent a diverse range of older women as healthy, active, engaged participants in their communities, social media, and around the world.

Midlife Millennials

Feeling and looking good is essential for Millennials in their midlife stage. Millennials spent over $62 per purchase on vitamins and supplements in 2022, the highest average purchase rate. Many brands are thus leaning into wellness strategies and support Millennial women. 35 percent of US Millennials will prioritize their health over the next couple of years, compared with 29 percent for other generations.

Celebrities get in on the act

The women’s longevity market is one of the newest sectors to receive both growing celebrity endorsement and investment, helping grow mainstream awareness of the physical and emotional changes and challenges women experience as they age. Naomi Watts cofounded the holistic menopause wellness brand “Stripes” while Gwyneth Paltrow, Drew Barrymore, Cameron Diaz, Glennon Doyle, and Abby Wambach have all chipped in to raise $28.5 million for Evernow, a telemedicine company that can help you text your way into a medical consultation for hormone replacement therapy (HRT).

Explore the Mid-Life Women’s Health Collection on Adobe Stock

Adobe Stock’s “Mid-Life Women’s Health” collection presents cross-sectional women age 40-55+ engaged in a wide range of healthy activities and lifestyles- from self-care and fitness routines that feature wearable tech devices to medical appointments and restful down-time with friends. Incorporating these visuals in your upcoming projects and campaigns will support authentic and accurate brand messaging.

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