Will 2025 Be the Year Midlife Women Thrive? 5 Trends To Watch

It may take many more years to fully eradicate ageism from society, but 2025 is set to probably see more midlife women poising to thrive like never before.

Finally moving away from anti-ageing rhetoric towards an “embrace midlife” philosophy, the narrative surrounding ageing seems gradually opening up to a more positive outlook, supported by active social initiatives and emerging cultural and societal trends across various sectors (including media, business, and community), all bringing together more recognition of the value and potential of people over 50 as they bloom like never before.

Not sure about it? Join us as we uncover hopes, trends and sentiments this year may bring.

1#Trend – Positive Ageing

As the concept of positive aging evolves, highlighting that later years should be seen as a time of vitality, new perspectives are shaping how people view ageing with midlifers becoming more vocal and no longer holding back.

“I don’t know if it’s Gen X’s natural independence and tendency to buck authority and norms as we did in our youth, but I believe that we’ve finally leaned into embracing that mindset again at this age – says Bradley Richardson, expert in ‘Advanced Adulting‘-. Specifically, nobody is going to tell me what to think, how to live, or how to be and that is ok. Playing by the rules didn’t work when we were younger, and we forgot that as we raised kids, and built careers, and gave into labels. Now in our 50’s we realize that we had the right idea all along. It’s ok to be unapologetically you“. 

An approach shared not only by CrunchyTales (we love ageing playfully!) but also by some of our (s)heros.

Take Jane Fonda for example. She exemplifies how positive ageing narratives can inspire women over 50 to thrive by embracing their age with vitality, curiosity, and purpose and her latest collaboration with activist like Ashton Applewhite has only reinforced her beliefs: aging is an opportunity for growth and self-discovery. A mindset that encourages women to reflect on their lives and make conscious choices that enhance their well-being and happiness.

And how about  Demi Moore? At the age of 62 she has kicked off the year in the best way possible winning her first major acting award at the Golden Globes for the film ‘Substance’. “It’s the beginning”- she says – I’ve never been where I am exactly in this moment. My children are grown. I have the most independence that I’ve ever had. And so it’s just this wonderful new time of exploration and discovery. I just want to stay present to where I am and be open to the possibilities.“

Overall, it looks like the media industry is finally shifting to present a more nuanced narrative of ageing.

“The ratings success of the new CBS TV show, Matlock, starring Kathy Bates, and TED Danson’s new series, A Man on the Inside, for Netflix bodes well for better storytelling about older adults – explains actor and Pro Age Humor Yogi Mariann Aalda-. As a result, look for increased visibility of older characters in more positive roles in film and television in 2025. This increase in more forward-looking images of older adults onscreen is not only good for our psyches, but it’s also great for the economy– she continues-. According to AARP, people over age 50 control 70 per cent of the wealth in the United States and make up 51 per cent of all consumer spending, amounting to 7 trillion dollars. Globally, they account for half of all consumer spending, to the tune of $35 trillion“. 

2#Trend – Outspoken truth: Advocating for Menopause and Sexual Health

With celebrities sharing their experiences and more empathetic representations in media, the stigma surrounding menopause is gradually fading. This cultural moment allows for greater advocacy and support for midlife women’s health, leading to a demand for better education and resources related to menopause management.

“We’ll be seeing more and more women’s health information shared on line and celebrities like Gwyneth Paltrow, Michelle Obama, Halle Berry, Naomi Watts, Drew Barrymore, and Mel Robbins will continue to talk about menopause making the topic trendy rather than a taboo topic– says well being expert Dr Ellen Albertson, The Midlife Whisperer-. The downside of the interest in menopause is that we will see more and more solutions/products  with little scientific backing or evidence for menopausal symptoms even as we become more aware of what really works“.

When it comes to sexual health and pleasure, midlife women are also confidently demanding greater recognition of their desires, challenging societal taboos, advocating for better healthcare, and seeking more open conversations around topics like intimacy, sexual wellness, and pleasure during and after menopause.

This shift is empowering women to take control of their sexual well-being and assert their right to a fulfilling and vibrant sex life at every stage of life.

“I’m looking forward to continuing this conversation in 2025 about how older adults can keep enjoying sexual pleasure – explains sex and relationships expert Suzanne Noble– By normalising conversations about sex in later life, we can help reduce the shame many feel regarding their desires. After all, those who maintain sexual pleasure tend to live longer, have a lower risk of dementia, and experience fewer menopausal symptoms. And who wouldn’t want all that?!“

#3 Trend- Inclusivity as a 2025 imperative for beauty brands

The beauty market targeting mature women is projected to grow significantly as brands recognize the purchasing power of this demographic. Companies are increasingly investing in research to develop products that cater specifically to the needs of women over 50, focusing on skin health and well-being rather than just aesthetics.

What’s more, with an increasing emphasis on diverse and inclusive beauty experiences, consumers expect more than just product innovation – they demand true representation.

“With 50% of consumers prioritising inclusive beauty and 31% actively avoiding brands that fail to represent them, inclusivity isn’t a trend, it’s a necessity – states the excerpt from the Arbelle Report– “Inclusivity is now a core value in beauty, not a feature. The brands that understand this are the ones that will see growth,” 

As brands begin to embrace midlife women beyond niche categories, we can expect more inclusive advertising that reflects their diverse interests and lifestyles (although there is still lots to be done).

#4 Trend – Self Expression in Fashion

This year will also emphasize inclusivity and self-expression in fashion. Relaxed tailoring, statement denim, and athleisure with a polished edge will dominate along with bold choices.

These styles allow for comfort while promoting individuality, enabling midlife women to embrace their personal style confidently.

“This the year for bold mature women to embrace style as a reflection of our power and ambitions“ says style expert Lauren Simmonds, the Fearless Fashionista. In case you need a canvas to create a look for this winter that aligns with your new goals, she advises anchoring your wardrobe with “soft power dressing in tones like olive, caramel, and mocha, adding powder pink through a wool coat, cashmere sweater, or leather gloves for a fearless feminine edge. Pair flowy maxi skirts or printed wrap dresses with tailored jackets or oversized coats, and add statement loafers in burgundy or forest green to add some personality to your everyday style.”

5# Trend – Redefining Leadership

Of course, we can’t deny the global population is ageing rapidly, with individuals aged 60 and older outnumbering children under five. The good thing is that as this demographic shift is expected to continue, it may lead to an increase in mature workers.

Recent statistics indicate that labor force participation among those aged 65 to 69 has already increased significantly, from 11% to 19% over the past decade. Projections suggest that by 2032, approximately 10% of individuals over 75 will remain active in the workforce.

As a result, a growing age diversity within the working population and more multigenerational teams are likely to become more common.

The Takeaway

So, what does this all mean for you? Trends may come and go but we hope you’ll navigate the 2025 with more awareness about the beauty and potential of growing older with a positive approach.

The best prediction for this year? Its success will only be shaped by our actions.

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