The new study examines the influence drivers, trust factors, and purchasing behaviours of women aged 45 and over. It challenges prevailing assumptions about influence in a social-first landscape, revealing that women aged 45+ are more influenced by credible sources than their younger counterparts.

The study highlights that women in this age group place greater importance on expertise, trust, and validation when making purchase decisions, with influence functioning as a layered ecosystem. Nearly twice as many women aged 45+ reported not purchasing beauty or personal care products based on a single social media recommendation compared to women aged 18 to 44, with figures standing at 44% versus 23% respectively.

Furthermore, women aged 45+ who did purchase products following recommendations were four times more likely than younger women to have noticed advertising for that product in editorial-driven media, with 36% versus 9% respectively. The most influential sources for beauty enthusiasts aged 45+ included editorial websites, contributing experts and editors, consumer reviews, and paid advertising.

The study also found that women aged 45+ are more likely than younger audiences to follow specialist creators or editors, with 52% versus 44% respectively. Additionally, one in three women aged 45+ follow social accounts to support health goals or issues and to learn new skills, while more than one in four seek travel inspiration.

The study was conducted through a national quantitative survey of 1,067 women aged 18 years and over, utilising Are Media’s proprietary research panel alongside an external sample.

Another notable finding is that more than a quarter of women aged 45+ surveyed said they do not feel represented by major brands across advertising, packaging, and communications. Creators with expertise, credibility, and consistency, particularly those with editorial alignment, are more influential among women aged 45+ than celebrity-style personalities. This demographic prefers depth, relevance, and trusted guidance over broad popularity.

Shivani Maharaj, Chief Creator Officer at WPP, stated, "We wanted to better understand what and who were the real driving voices of influence when it came to one of the most powerful consumer segments in Australia, women 45+." Maharaj further noted, "The research confirms that credibility is key when it comes to shifting behaviour. It is not a one-size-fits-all approach for this generation of women, and they are looking to validate their discovery through people and platforms that carry authority and trust. Brands that combine trusted media environments along with specialists creators, while authentically representing this cohort of women will be far more effective in driving better campaign outcomes."

Natalie Bettini, Head of Consumer Data & Insights at Are Media, highlighted the economic significance of this demographic, stating, "In the beauty category alone, this audience spent on average 2.8 billion dollars in health and beauty in the last four weeks, that's 34% of the total spend in Australia, that’s more than gen z and y combined." Bettini added, "Despite this economic power, the research suggests brands have underestimated the importance of credibility and trust as catalysts to her path to purchase. Women 45+ are more selective than younger audiences, but when influence resonates it is credibility that drives action."

The findings suggest a significant opportunity for brands to connect with this demographic by combining specialist creators with trusted editorial platforms.

The study was presented at the AIMCO Creator Summit in Sydney on February 26, 2026.