Women 40+ Are Not a Segment. They Are a Growth Engine
I recently spoke with Meio & Mensagem about my journey and the thinking behind Netra CRB. But beyond the story, what matters are the ideas. Most companies are still built around outdated assumptions about who drives growth. And one of the biggest blind spots today is women 40+. This is not just a demographic shift it’s a structural one.
Women in this stage of life are redefining leadership, consumption, and cultural influence. They are not only consumers, but decision-makers across multiple layers: for themselves, their families, and increasingly within organizations. Yet most brands continue to speak to them through outdated narratives or ignore them entirely.
Through my work and research, I’ve been exploring what I call the Prime Maturity Economy a segment projected to represent over $30 trillion in global spending. But the real opportunity is not just economic.
It’s cultural. This generation combines lived experience, financial agency, and a new relationship with identity, health, and purpose. They are entering new phases of life — not slowing down, but redefining what growth looks like. At the same time, this shift exposes a deeper issue.
For years, brands have focused on sustainability but often at the level of narrative, not transformation.
What we need now is a move toward regeneration. Not just minimizing harm, but actively creating value for people, for culture, and for the systems brands operate within. The companies that will grow next are not the ones optimizing what already exists. They are the ones willing to see what others are not seeing.
To question assumptions.
To understand people more deeply.
And to build strategies that reflect the reality of how the world is actually changing.
