Women between 45 and 50 control nearly half the UK’s wealth “but feel increasingly detached from advertising”, according to a report. And those without children are most commonly victims of under representation in media, with 44% feeling their lifestyles are under represented – slightly more than those with children (42%). The research was conducted by The Kite Factory, in collaboration with Southpaw, respectively media and creative agencies. Only 34% of all women in the age bracket say advertising helps thm choose what to buy – a six per cent drop since 2019.
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