For our third episode Sue Benson sits down with Helen Hope, a marketing expert with a diverse “squiggly career” that includes launching two businesses and holding senior brand roles at Fraser’s Group and M Brown.

In this essential discussion, Helen shares her thoughts on the nuances of marketing to midlife women, the issue of age-capping on influencer briefs and why brands do themselves a disservice by excluding older demographics, and the concept of ‘magnetic marketing’ – where great brands attract customers by rooting into causes and values that matter to them, rather than chasing them. Helen’s final advice to marketers – be customer-first, speak into their needs, and always ask: “Why should they care?”.

This is a dynamic conversation that challenges marketers and agencies to rethink how they connect with midlife women with genuine intent.