The rise of the mid-life mom

I’m a 60-year-old with a 16-year-old. An older mom, as I’m clinically known.

That means I was 46 during the terrible twos (although the threes were far more

tortuous). 53 when my son entered puberty. And 55 — the age when you’re eligible for

senior discounts at IHOP — when my son hit middle school.

I was usually the oldest mom at school pickups, on the playground and at the

pediatrician. But I did well keeping up with my younger peers. I admit I often felt isolated

or lonely, or that I just didn’t fit in. And my body didn’t make things any easier,

menopause landing with a thud around my 49th birthday.

While my son was having night terrors, I was having night sweats. My reactions to

unexpected traffic rivaled his angry outbursts over having to clean his room. Managing

my brain fog and mood swings while trying to help my son get dressed and out the door

for school was a feat I’m still not sure how I achieved. But I managed. And so do

countless others.

The average age of first-time moms in the U.S. is up to 27.5 years, according to the

CDC. Between 2021 and 2022, the birth rate among women ages 40-44 increased by

4%, and 12% for women 45 and older.

These numbers indicate that there’s a growing tribe of us “new moms of a certain age”.

A tribe that businesses and marketers shouldn’t ignore.

So, look at this cohort. Listen to their stories. Learn their challenges and pain points.

And investigate ways you can reimagine your brand to address the needs of this older

demographic.

At Openly Gray, our unique understanding of the gray market can help you harness the

spending power of a mid-life mom in her peak earning years.

There’s no question that there will always be young moms. But supporting all new

mothers, younger and older, can have tangible results in building your brand, today and

in the future.

~Anne Webster