QVC is bowing to the prevailing demographic trends with the launch of a massive business and programming initiative targeted women over the age of 50.
The home shopping stalwart steered is introducing “The Age of Possibility” marketing and programming campaign highlighting female celebrities and leaders age 50 and over who are demonstrating the third act that modern women are experiencing.
The list includes such boldface names as Martha Stewart, Queen Latifah, Naomi Watts, Christina Applegate, Billie Jean King, Patti LaBelle and Sherri Shepherd and prominent executives such as Dentsu’s Diane Epstein and Liberty Media’s Renee Wilm. John Malone’s Liberty investment group owns QVC through its Qurate home shopping media unit.
QVC’s whole-hearted embrace of women who are edging outside of the 18-49 and 25-54 demographics, the two primary targets for primetime network TV in the U.S. for the past 40-plus years, comes amid a growing Gen-X population bubble among this age group. QVC has already been positioning itself to offer programming with lifestyle appeal to the modern 50-plus set. Other participants include Melissa Rivers and Pickleball champion Jennifer Dawson.
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“Women over 50 are one of the fastest growing demographics with purchasing power, yet they often are overlooked, undersupported and misrepresented by brands and marketers,” said Annette Dunleavy, VP of brand marketing for QVC. “With our Age of Possibility platform, we are doubling down on our commitment to provide women 50+ with a dedicated space where they will feel seen and supported as they experience QVC through relevant products, programming, content, and relationships that inspire and uplift. To help us achieve this, we have assembled a dynamically diverse collective of fifty inspiring women over 50 who are living their Age of Possibility in every way – from celebrities and activists to QVC hosts and entrepreneurs. … We want to lead the way in spurring a shift in how retail and entertainment see women over 50.”
The effort includes the launch of the “Q50 collective” of celebrities, athletes, executives, entrepreneurs and influencers to help guide the development of programming and the selection of products aimed at this cohort. QVC is already tailoring new programming for 50-somethings such as the regular series “Over 50 and Fabulous” hosted by makeup artist Mally Roncal.
The “Age of Possibility” initiative will be showcased April 24 with a daylong summit hosted by QVC in Las Vegas. The event will feature conversations with a number of members of the Q50 collective.
(Pictured: Queen Latifah)