The 40+ Lab

Real women. Real talk. Real data.

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Women 40+ Aren’t Next—We’re the Now.

Welcome to The 40+ Lab—the insight engine powered by women 40+. We help brands, companies, and researchers move beyond assumptions and into action with authentic data, conversations, and strategies shaped by the very women they want to reach.

Our Offerings to Grow By

  • A woman with gray hair speaking into a microphone during a panel discussion or conference, surrounded by other women.

    Real Talk Panels

    Moderated focus sessions with curated groups of women 40+ who mirror your target market or workforce.

  • Person in scrubs holding a clipboard and pen, writing notes.

    Insight Reports

    Data-driven takeaways, language cues, and quick-win strategies designed to improve messaging, design, and engagement.

  • Six women of diverse ages and ethnicities gather around a conference table, looking at a laptop and discussing in a well-lit, modern office room with a large plant and a flat-screen TV in the background.

    Corporate Consulting

    Age-inclusive strategies for marketing, hiring, and employee engagement.

  • An older woman with white hair and glasses wearing a floral apron is recording a cooking video in a bright kitchen, holding a spice shaker with a tray of chopped vegetables in front of her.

    Brand Collaborations

    Campaign testing, creative concept validation, and storytelling that reflect the real lives of midlife women.

The Power of 40+

Women 40+ are the most influential consumers, employees, and decision-makers in the world—yet they’re often missing from the data that drives business decisions. The 40+ Lab changes that by putting their voices at the center.

  • 83 million women in the U.S. are 40 or older

  • $15 trillion global spending power across the Longevity Economy

  • 40% of the U.S. workforce is over 45

  • 1 in 3 professionals make major career changes after 40

  • 1 in 3 Americans today is over 50

Connect with us
Woman smiling with arms raised against yellow background, symbolizing the confidence and joy of living agefully through Second Act Women
Portrait of Second Act Women founder and African American woman with long, wavy hair, wearing clear glasses, hoop earrings, a black top, a black leather jacket, and a silver bracelet, standing outdoors with a building in the background.

“Real insight starts when you listen differently, and that’s what we do here.”

— Barbara Brooks, Founder of SecondActWomen

How it Works

We keep it simple, strategic, and human.

Step layout:

  1. Discovery: We identify your goals and audience needs.

  2. Recruitment: We curate a panel of women from our national 40+ community who reflect your market, workplace, or customer base.

  3. Facilitation: We host a live or virtual moderated session that sparks honest feedback and dialogue.

  4. Analysis: We deliver an insights summary highlighting key opportunities, quotes, and actionable next steps.

Book a Discovery Call

Our Partners & Clients

Trusted by leaders and innovators

The 40+ Lab partners with organizations ready to tap into the intelligence, influence, and lived experience of women in midlife.

Example Industries:

  • Consumer brands developing products for midlife women

  • HR and DEI teams building intergenerational workplaces

  • Wellness and healthcare companies designing for real life after 40

  • Media and marketing teams ready to rewrite the narrative of aging

Want In?

Women 40+, your voice matters. Join our growing national community of Lab contributors and help shape the products, media, and policies that affect your life.

Download The 40+ Lab Overview