QVC is acknowledging and adapting to the current demographic trends by introducing a substantial business and programming initiative specifically aimed at women over the age of 50.
Home shopping giant, Steered, is rolling out a new marketing and programming campaign called “The Age of Possibility.” This campaign aims to showcase female celebrities and leaders who are 50 years and older, highlighting the remarkable third act that modern women are embracing.
The list features well-known figures like Martha Stewart, Queen Latifah, Naomi Watts, Christina Applegate, Billie Jean King, Patti LaBelle, and Sherri Shepherd. It also includes notable executives such as Diane Epstein from Dentsu and Renee Wilm from Liberty Media. QVC, the home shopping media unit, is owned by John Malone’s Liberty investment group through its Qurate division.
QVC fully embraces women who are moving beyond the 18-49 and 25-54 age demographics, which have traditionally been the main focus for primetime network TV in the U.S. for over four decades. This shift in strategy from QVC coincides with the rise of the Gen-X population within this age group. QVC has already been making efforts to provide programming that caters to the lifestyle preferences of the contemporary 50-plus audience. Notable figures like Melissa Rivers and Pickleball champion Jennifer Dawson are also involved in this initiative.
“Brands and marketers often overlook, undersupport, and misrepresent women over 50, despite their significant purchasing power,” emphasized Annette Dunleavy, VP of brand marketing for QVC. She further stated, “Through our Age of Possibility platform, we are fully committed to creating a dedicated space for women aged 50 and above. We aim to make them feel acknowledged, supported, and empowered as they engage with QVC through relevant products, programming, content, and relationships that inspire and uplift. To achieve this, we have curated a diverse collective of fifty remarkable women over 50 who embody the Age of Possibility in various ways – from celebrities and activists to QVC hosts and entrepreneurs. Our intention is to pave the way for a new perspective on how the retail and entertainment industries recognize women over 50.”
QVC has recently launched the “Q50 collective,” a group of celebrities, athletes, executives, entrepreneurs, and influencers who will play a crucial role in shaping programming and product selection for the 50-something demographic. In line with this initiative, QVC has already begun creating specialized content for this age group, such as the popular series “Over 50 and Fabulous” hosted by renowned makeup artist Mally Roncal.
The QVC will be hosting a daylong summit in Las Vegas on April 24 to showcase their “Age of Possibility” initiative. The summit will include engaging conversations with several members of the Q50 collective.
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