CONNECTING WITH CUSTOMERS THROUGH RADICAL EMPATHY

The tides are turning on society seeing the value and awesomeness of midlife, but it can’t happen soon enough. It’s crazy to think middle aged women hold the majority of the spending power globally, yet it’s a life stage that’s been misrepresented or altogether ignored by brands and the media.

Online lifestyle store JD Williams are here to flip the script on midlife. As part of a long-term commitment to champion middle aged women, this taboo-smashing Autumn Winter ’23 TV, BVOD & social campaign leads a cultural revolution of truly seeing women in their 40’s-60’s. Hint: there’s more to it than hot flashes. Besides, we owe it to ourselves to make every age a wonderful, exciting prospect, right?