The Behaviours Agency

The Marketing To Midlife Podcast

Business EN ↓ 5 episodes

Unlock the Power of Midlife Women, with the Marketing to Midlife Podcast. Why are so many brands missing out on this most influential demographic? Join Sue Benson and her incredible guests on The Marketing to Midlife Podcast, as they challenge the status quo and reveal the secrets to authentically connecting with midlife women. Get ready for expert insights, actionable strategies, and fresh perspectives that will transform your marketing and help you harness the immense power of this often-ignored audience. Tune in and redefine your approach! Sue Benson is Founder & CEO of The Behaviours Agenc...

Author

The Behaviours Agency

Episodes

5. Debbie Marshall on Challenging the ‘Last Acceptable Taboo’ and Championing the Silver Consumer. 06.02.2026 25:44

In this episode, Sue Benson sits down with Debbie Marshall, Managing Director of the Silver Marketing Association. Debbie explores why ageism is still considered the "last acceptable taboo" in society and how she's campaigning for ethical marketing to the mature consumer. She addresses the significant disconnect between the wealth of the over-50s and the lack of marketing investment they receive,...

4. Jacynth Bassett on Disrupting Ageism and Championing Intergenerational Marketing 10.12.2025 37:02

Sue Benson sits down with Jacynth Basset, CEO and Founder of Ageism Is Never In Style. In this inspiring discussion, Jacynth tells us how she is disrupting ageist attitudes across all global industries and championing an age-inclusive approach to business. She addresses the vital case against siloing generations and explains why taking an intergenerational approach is key to attracting older consu...

3. Helen Hope on the Nuances of Marketing to Midlife Women 20.10.2025 26:10

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 disservi...

2. Jen Grayson on Tackling Taboos and Empowering Midlife Women with Tena 07.08.2025 33:09

For our second episode, Sue Benson sits down with an inspiring brand manager, Jennifer Grayson. As the force behind Tena, the brand that has taken the taboo out of bladder weakness, Jennifer shares invaluable insights on building a powerful brand with purpose. In this must-hear discussion, she reveals the brand's journey, from its medical origins to a groundbreaking movement that empowers women. Y...

1: Kicking Off with Helen Normoyle – A Journey from CMO to Menopause Pioneer 10.07.2025 36:04

For our very first episode, Sue Benson sits down with an inspiring leader: Helen Normoyle. From her impactful CMO roles at Boots and the BBC, to co-founding the innovative My Menopause Centre, Helen brings a wealth of experience. In this must-hear discussion, she opens up about her personal journey and the delicate balance between profit and purpose. You'll gain fresh perspectives on the often-ove...