Eleanor Mills is the UK’s premier expert on all things midlife. Her book Much More to Come: Lessons on the Mayhem and Magnificence of Midlife (Harper Collins, 2024) is a Times bestseller; she also founded NOON.org.uk, a media platform and 50k plus community of mid-lifers to change the narrative around ageing.
NOON creates pioneering insights and reports into midlife; recent projects include Fearless and Thriving (with HSBC) about midlife female entrepreneurs and The Rise of the Queenager: the Secrets of Midlife Women (with Accenture). Formerly the Editorial Director of The Sunday Times, Eleanor has interrogated everyone from Mikhail Gorbachev to Sheryl Sandberg, David Cameron to One Direction, Theresa May to the Dalai Lama, and she still writes regularly for UK newspapers and magazines and works as a broadcaster on TV and radio.
Gen X and mid-lifers hold the largest share of global spending power and this cohort in the 40 plus bracket make up 70% of global wealth. However, retailers and brands often overlook this group in their advertising and marketing. Equally, Gen X and mid-lifers are projected to constitute 25% of the workforce in the G7, a 10% increase in the last 15 years. However, numerous studies suggest they are continuously under-utilised and mismanaged, with their skills and experience not being fully leveraged. Eleanor can help organisations and businesses to
- Understand this underserved demographic both as a consumer and as part of their workforce
- Refine their engagement with midlife audiences and work colleagues
- Enhance productivity by tapping into the experiences and skills of mid-lifers
Keynote Topics:
Targeting the Super Consumer
- How to entice and embrace the power of the midlife pound. What do midlifers want, what turns them off, and what makes them buy?
Reinvention is a Chrysalis
- The secrets to transitioning effectively (and they aren’t what you think); how to develop the mental muscle needed in the art of the pivot.
The Song of Ourselves
- For the last thirty years, Eleanor Mills has interviewed some of the most well known people on the planet. Now she is putting the lessons she learnt from them, and the skills developed in extracting their stories to work for YOU. So you can sing the punchiest, pithiest, most powerful song of yourself.