Demographic Profiling


I don’t think of myself as old. When I get up from my chair, I have to stand at my desk for a few seconds to be sure neither my legs nor knees collapse as a result of my recent workouts. While women like me work out to look good in a pair of jeans, we also want to look good without them, or in a swimsuit in broad daylight at the beach.

Because of that, and because I’m a woman, and because I’m a mom, I like to be aware of current fashion trends. For quite a while I have followed along with Lei Chic, a Website updated daily with impossibly cool and hip finds from around Hawaii. I signed on when it first started because I know the woman who founded it and I wanted to show my support. It’s beautiful. The writing is witty and fun. I would recommend it to my younger girlfriends, of which I have many.

Unfortunately, Lei Chic and I no longer care about the same things. It’s OK, I don’t think I’m relevant to Lei Chic, in the way I no longer thumb through Glamour, Cosmopolitan, and Vogue magazines. What they sell is not what I need. I see that. I’m ready to unfollow them on Twitter, unsubscribe to their emails, and unlike their Facebook page. Part of me wants to hang on so I am aware, and because I have two tween daughters. But the other part of me says let it go. But I’d like something else to go to. I’m probably a MORE magazine woman now. I now enjoy Real Simple, Bon Appetit, and Oprah magazines. But I’m not ready to wear the swim skort from Land’s End or L.L. Bean.

Yes, my favorite thing to wear is a white shirt, sometimes with something unexpected underneath. I'm not ready to fade into the background just yet.

What are my options? Is there a local knot of people interested in marketing to my demographic? I’m a woman over 50, and probably exceptional because my children are so young. I’m still interested in looking good, but dressing age appropriately. Nothing makes me cringe more than seeing the back of a woman and her fabulous body as she turns around and you realize she is mostly plastic, in a Forever 21 mini skirt, with a permanent expression of surprise.

It is possible to dress alluringly and age appropriately, right? There is appeal in experience, isn’t there?

I doubt I’m the only woman anxious about becoming inconsequential. I am active in social media, the Internet is my playground, my work has inspired me to be a healthy and active woman who writes blog entries and articles to inspire others. When I get up in the morning, I know my 20- or 30-something self has left the building. But when I get up in the morning, I’m ready to be a full person. I’m not just thinking about me, myself, and I. I’ve got a family, a spouse, and bills to pay. I’m ready to learn, I’m ready to give, I’m ready to part with a little wisdom. Sometimes, I’ll even part with a little cash.

But who wants it?