<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089ab6e08e6c668ce551e9_654d0a36d896fac0c2a79ec4_MicrosoftTeams-image%2520(1)%2520(2).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Marketing to Midlife Women with The Behaviours Agency</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>5 December 2023</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Tue, 5 Dec 2023 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <p class="gn-lede gn-reveal">The Behaviours Agency is on a mission to empower brands to genuinely <strong>understand</strong>, <strong>represent</strong>, <strong>connect</strong> and <strong>support</strong> women during a significant life stage.</p> <p class="gn-reveal">At the soul of this initiative are founders of The Behaviours Agency <a href="https://www.linkedin.com/in/suebenson-brand-happiness-expert/" target="_blank"><strong>Sue Benson</strong></a> and <a href="https://www.linkedin.com/in/dorina-d-ambrosio-788a1911/" target="_blank"><strong>Dorina D'Ambrosio</strong></a>. Not only are they experiencing this transformative life stage, but they hold years of experience collaborating with brands whose audiences reflect this group.</p> <p class="gn-reveal">They designed 'Midlife Women' to help <strong>reframe the way marketers represent women</strong>, once and for all, proving that doing so can build a competitive advantage for businesses.</p> <h2 class="gn-reveal">What's Covered?</h2> <p class="gn-reveal">Over the last 8 months the team have investigated midlife from every angle:</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>A whistle stop tour of the changing and diverse world of midlife women.</h4> <ul> <li><strong>Understand the commercial opportunity.</strong> To understand the significance and <strong>impact of CHANGE</strong> in this period of women's lives, including the opportunity it therefore gives brands and retailers.</li> <li><strong>Smash myths</strong> around menopause and negativity.</li> <li><strong>Identify new shopping behaviours and habit opportunities.</strong></li> <li><strong>Show how women want to be represented</strong>, leveraging their latest semiotics work.</li> </ul> </aside> <p class="gn-reveal">But this is like no ordinary session, they'll be <strong>discussions</strong>, <strong>debates</strong> and <strong>opinions</strong> sought after.</p> <p class="gn-reveal">And they'll challenge you to be part of a new movement to improve midlife women representation in marketing.</p> <p class="gn-reveal"><em>The GO Network 'Deep Dives' are a chance for our community to drill down into specialist areas of their strategy with support from our Network members.</em></p> <p class="gn-reveal"><em>This session is free to attend, but spaces are limited, register now to confirm your space.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/why-user-generated-content-matters-to-brands-in-2025" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Why User-Generated Content Matters to Brands in 2025</span> <span class="gn-related__excerpt">Agency leaders break down why user-generated content drives purchase decisions, key acquisition tactics, and how to build a UGC strategy tha</span> </a> </li> <li class="gn-related__item"> <a href="/articles/joining-the-dots-between-your-marketing-and-digital-strategies" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Joining the Dots Between your Marketing and Digital Strategies</span> <span class="gn-related__excerpt">Siloed tactics limit growth. 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