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?

Author: lavagal

Hawaii Kai wife and mom. Melanoma Stage 3a Cancer survivor. English Language Learners Coordinator and Paraprofessional Tutor. Super sub teacher. Dormant triathlete. Road cyclist and Masters swimmer. Gardener. Mrs. Fixit. Random dancer. Music Curator. A teenager trapped in an aging body. Did you know 60 is the new 40? It is.

4 thoughts on “Demographic Profiling”

  1. I don’t have children but I am over 50. As far as marketing (in terms of magazines), yes I guess More Magazine might be choice. I’m finding that parts of the magazine grate on my nerves, because there is still strong thrust to look perpetually young (as evidenced by the models), etc. I have a suggestion: it might be better to look into women’s sports /fitness oriented magazines or publications. I also dislike some of the articles that focus on cougars, etc.

    I’ve been cycling regularily for last 20 yrs. since I’ve been car-free for last 30 yrs. in life so far. In cycling circles that include women from all walks of life who bike several times per week, I personally find a more youthful attitude and more “energetic” fashion style among these women. They don’t want to look dowdy, because they are abit more fit /active yet they don’t want to plaster on much make-up because they are outdoors alot in their lifestyle. So many of these women reject plastic surgery..particularily in the world of cycling. I can’t explain it. (Maybe it has to do with withstanding rigours of cycling in sorts of weather, enjoying it and not caring so much about how one looks.) So clothing that comes from Athletica, Title X, TeamEstrogen, REI, etc. might have a place in your lifestyle and also for the women who dress nicely but abit more casually without being dowdy.

    Do you still bike? I know you’ve been a surfer girl.

  2. Thanks, Jean. Yes, I do still bike! I try to bike Saturday and Sunday each weekend, and rarely do I only get to go one of those days. Next weekend I’m in my first triathlon. We’ll see how it goes. I think what you say about bicyclists or athletic women who don’t opt for surgery rings true. I also think they have a strong sense of self, a sense of accomplishment, and of course they are healthy and fit so seeking surgical repair is not even considered necessary. When a woman’s mind is fit, and she takes care of her body, going under the knife seems counter intuitive. Surgery hurts, and it takes time to heal. I learned that through my emergency surgery two years ago!

  3. ” When a woman’s mind is fit, and she takes care of her body, going under the knife seems counter intuitive.” Very true.

    Best of luck on your tri. I can’t swim and I don’t jog. I just cycle daily and lots sometimes @53 yrs. I think jogging is simply harder on one’s body over a long time vs. cycling. (to respond to another blog of yours on pain of exercising.)

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