Why rule breaking women aged 50 – 75 deserve recognition & celebration. 

Scroll through social media, google women over 50 or look at ads and you’ll notice a troubling pattern. Women aged 50-75 are too often portrayed as fragile, irrelevant, or past their “prime.”

They’re typecast as the frail elder, the fashion relic, the eternal caregiver or the barely visible extra in the background. Rarely are they portrayed as innovators, leaders, adventurers, mentors or style icons – despite the fact that many are living the boldest, most dynamic chapters of their lives.

This stereotype isn’t just outdated – it’s damaging. It sends younger women the message that aging means fading away, and it robs society of the wisdom, ambition, and creativity this generation is actively offering.

“With life expectancy raising from 68 in the1950s to 81 in the 2000s (Macrotrends), women in the 50-75 age group are behaving very differently to their mothers, but a quick google of ‘Women in their 50s-70s lifestyles/economic activities’ leads you to sites such as: Mature Women Dating, Buy dresses for older women and Best wigs for older women. Articles don’t fare much better, concentrating on the crisis side of this age group – failing health, empty nests, isolation and lack of purpose.

Is this what Third Quarter Women have to look forward to?

Thankfully not, and I’m not alone in finding this stage of life, with all its potential, exciting. According to Forbes, women in their 50+s are not disappearing into a sherry fuelled haze wearing dodgy wigs and scouring mature online dating sites, but seizing the opportunity to reinvent themselves by embracing entrepreneurship and being role models for others. Oh, and by the way, 80% Of Forbes’ 100 Most Powerful Women Are 50+” Jacqueline Hughes-Lundy, Glossy magazine

It’s time to rewrite the narrative.

The Inspiring Women Awards wants to celebrate the innovators, the leaders, the adventurers, the mentors and the style icons, women not fading into the background but living their best life.

Instead of framing 50-70 as “the end of the road,” let’s celebrate it as a powerful, unfiltered, and liberating stage of life. Recognition matters, because when we show the world vibrant, unstoppable women over 50, we change the way all of us think about aging.

These years often mark a period of reinvention. Many women in this age range are starting new businesses, writing books, advocating for causes, or finally pursuing long-deferred passions. They’ve raised families, built careers, navigated life’s challenges, and emerged with a deep understanding of what truly matters. Far from slowing down, they are using their energy to impact communities, shape industries, and inspire younger generations.

New for 2026, the Third Quarter Women (UK wide) award recognises those women who are in the third quarter of life and acting as positive role models. Seizing the opportunity to reinvent themselves, these women are breaking down ageism and gender barriers. (This award is only open to women aged between 50-75 years). Nominations can be made here

Photo by Drew Beamer on Unsplash