When Toby Bloomberg, award-winning blogger and founder of The Diva Marketing Blog, told me she was looking for a place where single women over-40 could congregate, I immediately understood the conundrum. Women over-40 – single women, have to be one of the most misunderstood and under-listened to “women’s” demographic around. The last campaign that featured anything close was the Tiffany’s right hand ring campaign…but that was not reality for most women, though it made a great statement.
And, the reality is that not all single women have never been married. Some have been divorced once, twice, or..widowed. Some have chosen to live independent from marriage while living with their partner for periods much longer than many marriages last. That’s why the estimated number of SINGLE women over-40, is approximately 30 million. It’s a huge invisible number I think!
To highlight the rich tapestry, assumptions and stereotypes about the lives of single women-over 40, a new social destination called All the Single Girlfriends launched this week (on Valentine’s Day!) with over 20 Authors who create a footprint for a dynamic on-line conversation. Many of these women like Toby herself, are highly accomplished and interesting artists, social media experts and marketing to women gurus who have the passion and where-with-all to make the site a true innovation.
I’m married, and happily at that, but since most of my girl friends are single and over-40, I feel a special kinship with this group so eagerly accepted Toby’s invitation to be one of 20 regular contributors. From my vantage point, single girlfriends witness the “good intentions” showered on them by well-meaning friends, family and strangers alike but you can imagine what it’s like to be “expected” to be married by the time you reach 40 – especially if you’re as fabulous as all your friends say you are. For my divorced friends, questions arise like “are you dating again?”. For the newly widowed, “are you going out yet?”.
Their lives seem to be interesting and their careers successful. So why does society use a one size fits all measuring cup defined by their marital status?
As Toby explains it, “What evolved is a digital destination where Tina Turner meets ‘Sex in the City’ with a dash of Coco Channel and a sprinkling of Dorothy Parker. And if Sandra Bullock or Betty White wants to join that’s fine with us too!”
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