Large scale audience initiative launched
- Industry challenged to think differently about 40-plus women
At an event held today (28 February 2012) at Claridge's in London, IPC Media launched a major study focused on women aged between 40 and 60 - a group it has named GenerationYNot!
The GenerationYNot! initiative will track the lives of this group of women to shed light on their lifestyle, outlook and spending habits, with the aim of helping agencies and clients unlock the commercial power of this audience.
Speaking at the event, Sylvia Auton, CEO, IPC Media, outlined the importance of GenerationYNot!, which represents 8.5 million UK women, one third of the female population and is a dynamic group of affluent, free-thinking, connected modern women. Said Sylvia: "GenerationYNot! women are more open, optimistic, and alive to the endless possibilities ahead of them - more so than ever before. And crucially while so many other sectors are finding the demands of today's world more challenging than they did a few years ago, these women are ensuring that they have the means to explore these possibilities.
"The emergence of this audience, unlike so many others we have seen, has happened quite slowly, powered by some seismic demographic and attitudinal shifts. GenerationYNot! is unlike any other generation that has gone before and IPC Media is committed to this audience for the long term."
IPC will drive this agenda by offering brands and agencies a number of partnership opportunities, including a variety of bespoke research studies and access to editorial expertise through editorial think-tanks. The GenerationYNot! initiative will also be promoted to consumers through editorial content that will run across IPC Southbank and IPC Connect brands, in particular woman&home, Woman, Woman's Own, Essentials and goodtoknow.
Charlie Meredith, managing director, IPC Advertising adds: "We are challenging the industry not to ignore this powerful and influential consumer. The partnership opportunities that we have launched today demonstrate both our passion for this audience and our commitment to sharing the value and opportunity that they present."
An in-depth qualitative research study into GenerationYNot! was commissioned to inform the initiative. The study drew on the views of an online community of over 60 GenerationYNot! women. These findings were supported by quantitative research gathered by IPC Insight's Origin Panel, a nationally representative sample of 7,500 women.
The research found that*:
- GenerationYnot! are four times happier than those under 40 GenerationYnot! are
- 80% more likely than the under 40s to feel healthier
- 98% of GenerationYnot! are responsible for making the household buying decisions
- 91% say technology is crucial, agreeing it is important for keeping in contact with friends and family
- 75% use Facebook to keep connected with friends and family 64% of GenerationYnot! love to try new products and brands
- 59% are not afraid to try new experiences
- 74% provide family and friends with advice on brands and new products
More information can be found at: www.generationynot.co.uk
Join the conversation on Twitter: #GenYNot
Notes to editors
*Source The Origin Panel
About IPC Media
IPC Media is the UK's leading consumer magazine publisher. Its three publishing divisions are: IPC Connect, IPC Southbank and IPC Inspire. IPC is wholly owned by Time Warner, one of the world's largest media groups.
FOR MORE INFORMATION PLEASE CONTACT:
IPC Media: Anna Foster, group head of PR, IPC Media 020 3148 5406, 07896 103474 or email firstname.lastname@example.org